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Make car safety your Deal Breaker

Continental tyres UK (a Stop the Crash Partnership Member) have shared research by the Stop the Crash Partnership in relation to safety technology within vehicles.

2,000 consumers were questioned about safety enhancements and the consideration given to them when buying a vehicle.  The study found that four out of five drivers state that safety technology is important when buying a car, however a fifth of drivers (9 million) do not want to pay extra for the safety features, even if it could reduce the risk of having an accident.

They are urging UK motorists to make car safety a “deal breaker” because whilst consumers say that safety is a high priority, when they are making a decision to buy a car safety features ie AEB* (Autonomous Emergency Braking) will lose out to an upgraded infotainment system.  Consumers also believe that the best safety options should be fitted as standard and not an add on to the vehicle.

The Director of Research at Thatcham Research, Matthew Avery said “Our good safety intentions seem to evaporate on arriving at the dealership. There’s an urgent need to change the consumer mind-set to negotiate for the inclusion of additional safety options, if not standard, just as we would with other consumables or features. Especially when they can cost as little as £200. Safety should be a deal-breaker, not a nice to have.”

The partnership feels that if drivers speak to car manufacturers and make it clear that safety is their “deal breaker”, it will encourage more manufacturers to fit safety technology as standard.  It’s also important to help consumers appreciate the importance of premium tyres being fitted to their vehicle with adequate levels of tread depth.  The Stop the Crash Partnership believe that by introduce just these 2 things will lower the number of accidents worldwide.

This is why it is important to ensure that consumers are educated and have access to research findings and future developments within the safety industry, so that they can make an informed decision when making buying their next car or fitting new tyres.

The partnership are launching their three point plan at this years London Motor Show:

  1. AEB as standard: 83 per cent agreed that the best safety features should be fitted as standard. Stop the Crash supports this view and is calling on car manufacturers to fit AEB as standard on all new makes and models. At present only one of the ten best selling cars in the UK has standard fit AEB.
  2. Safety stocked: vehicle manufacturers should review how readily available cars with safety tech such as AEB and Lane Keep Assist systems are to dealers – for test-drives, demonstrations and sales. This is an issue Avery has experienced first-hand, “Recently I visited a dealership to purchase a 5 star Euro NCAP-rated car. However, the dealer attempted to put me off when I insisted on an extra safety option, saying it would be a factory order likely to take 12 weeks.”
  3. Dealer safety training: 76 per cent of consumers said they would expect a demonstration of the safety technologies on board when buying from a franchised dealership. Stop the Crash is therefore calling for vehicle manufacturers to invest more into training, so that dealers can explain safety technologies to consumers and successfully “sell safety.”

The Stop The Crash Partnership is led by Global NCAP, a platform for new car assessments worldwide, along with its partners for the London Motor Show, Thatcham Research, Bosch UK, Continental Tyres UK and ZF TRW. It aims to raise awareness of the disparity between driver opinion and buying behaviour to reduce the number of people who die or are seriously injured on British roads.

 you know that it has been found that AEB can lead to a 38 per cent reduction in real-world rear-end crashes and has the potential to save 1,100 lives and more than 120,000 casualties over the next 10 years.

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