Volvo is introducing a new safety system which automatically brakes when a pedestrian walks out in front of the car.
Known as 'Pedestrian Protection', the new technology will feature on the Volvo S60 when it goes on sale next year.
When driving at less than 15mph and a person steps in front of the car, brakes are fully applied and the vehicle will stop.
If the car is travelling faster, Volvo says the collision force on impact will be reduced by around 75 per cent. Brakes will only be applied if the initial warning sound and flashing light are ignored.
Volvo safety expert Thomas Broberg said: "We are taking a giant step forward by advancing from fifty percent to full automatic braking power.
"Considering the large number of pedestrian fatalities that occur, if we manage to reduce the fatality risk by 20 per cent this new function will make a big difference."
Volvo's current Collision Warning System was launched on its S80 in 2006, where a red light flashes and a buzzer sounds before a collision. If the driver doesn't stop fast enough, it applies more pressure to the brakes.
The new system works by monitoring the road ahead with a camera and radar, which detects the shape of close objects - particularly human outlines. It isn't able to detect cyclists, but this is something Volvo is working on.