'BLOODY Volvo Driver' has at least made us pay a bit more attention to the staid Swede, a car company that has been able to spend more money each year for the past five years advertising its product, and watch its sales go down. Something needed to be done and the Australia-only Bloody Volvo Driver campaign was the answer. But that only goes so far. In the car game product is king - and the new S40 is definitely a big step in the right direction. Neat, clean and dynamically impressive, it’s a Volvo that should become known for far more than its impressive safety attributes.