finally discovered that their constant stream of ads about how you need their cars to be safe has created a generation of drivers who don't give a f*ck about the rest of the road users. (*)
So they came up with this spray 'paint' for cyclists and pedestrians to make them light up in the dark so that maybe their shitty drivers will spot them.
Sadly the expensive spray paint last only 10 days and washes off - will be interesting to see the effect in the rain.
Money might have been better spent educating their customers about being less self centric when driving.
(*) Average behaviour of a Volvo car driver as observed by me. Good Volvo drivers probably also exist.