Against the backdrop of the world’s looming environmental disaster Volvo has unleashed a bleak yet grand new global commercial, made by Forsman & Bodenfors, in which it sees a future where people no longer buy cars - but subscribe to them instead. The ad promotes the new compact premium XC40 SUV, and the “Care by Volvo” program that lets you “subscribe” to the car instead of owning it. But it makes a larger philosophical point, captured in the line “By not owning things, you are not owned by things.”