So apparently Volvo has set itself a target to achieve by the year 2020. Which, by my shaky mathematics is exactly 3149 days from today. The target? That no one dies in one of its cars. Ever again.

The big safety chiefs at Volvo reckon that if they could understand what goes through someone’s mind in the moments leading up to, and during, a big one, then they could turn fatal accidents into non-fatal accidents – and no one need meet their end in a Volvo from that moment onwards.

Which is admirable, of course, and entirely desirable on the one hand, but perhaps a wee bit presumptuous on the other. Because what makes Volvo think that we all behave the same way in an accident?

There’s a bit of footage on YouTube of a crash I was involved in once, with ex-F1 driver Antonio Pizzonia. And you can gauge from the on-board cameras just how differently the two of us react to the exact same set of events.