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What font is this?!

sorry...i just realised that this probably should have been posted in the font forum...please don't tell me off too much!
i might be able to find a better example to try on what the font i guess. It's so annoying, the name is in the tip of my tongue!
Looks very volvo-esque to me as well...i'm sure they have used a similar / same font in their advertising,etc before.