Saying the c class and Audi did poorly is straight to the point and clear. Adding the BMW sort of muddles the message since you're either taking longer to explain that it was mediocore or you're just saying that the Volvo did better than all three which loses a bit of the cache since it's not emphasizing the poor rating. Also BMW's marketing doesn't really focus on the safety of their vehicles the way Mercedes usually is (think of all the commercials emphasizing their patents and firsts) so it is much bigger advertising blow and it is simple to lump in Audi.Brilliant, Volvo needs to spread more of these ads. (Though why not mention that the BM 3-Series only got a mediocre rating as well?)
Lexus built it's reputation reliability and quality. The initial commercials with champagne glasses on the hood were nice, but utlimately it's quality, reliability and service that made the Lexus name. They are far less likely to tout safety innovations.Actually I think EVERYONE knows Volvos are safe. That's usually the first thing people say after asking what I drive. If Volvo wants to cement itself as a "luxury" brand they should start in with more commercials touting that point like Lexus did.