Honda is defining safety as a feature it wants to be known for, just as Volvo is known for safety. It has in its history been identified with fuel efficient automobiles, now it is making safety a key to Honda's image as an automobile manufacturer, and emphasizing safety in its ads and marketing. Honda will have this new crash resistant technology ACE for the car frame and body structure on almost its whole lineup of vehicles. This means the body structure will crumple upwards in a crash and the impact will be spread across the whole frame, ensuring the compartment of passengers remains intact. Honda is unique in the way its doing this for smaller cars, giving customers of smaller cars an option that includes safety on the road. It has also invested in crash test facilities, with a large facility at its research center in Ohio.