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!
Tricky Dave... You could have tried WhatTheFont : MyFonts but the font is so small on those images I'm not sure you'd get a good result.

Like you, I know the font but can't quite remember the name, hopefully someone else can help???
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.