Britain in the Slow Lane in Adopting eSafety Technologies
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LONDON – June 1, 2011: Fleets and private new car buyers in Britain are in the slow lane compared with some other European countries in accepting life-saving eSafety technologies.
The findings come in a new study across 10 European countries investigating car users’ acceptance of eSafety Technologies carried out to coincide with this year’s eSafety Challenge in Vienna today (Tuesday, May 31).
Now the Driving for Better Business campaign, which is managed by RoadSafe, has urged employers to ensure that new company vehicles are equipped with the technology.
Although awareness levels of eSafety-related systems on a European level have increased by 10% since a similar study two years ago, safety chiefs are concerned that the technology is not more widely accepted.
At last year’s eSafety Challenge event in the UK, fleet managers - who are responsible for buying the majority of new cars in Britain - were urged to lead demand for eSafety technologies such as electronic stability control (ESC), blind spot monitoring, lane support systems, speed alert, warning and emergency braking systems and adaptive headlights.
eSafety refers to vehicle technologies that can assist drivers in an emergency situation and by providing vital information and warnings to help avoid crash situations occurring.
Devices such as ESC, which is to be compulsory in all new cars from 2012, have the potential to save 4,000 lives and 100,000 injuries annually alone in Europe, according to eSafety Aware, one of the organisations behind this year’s eSafety Challenge.
In Germany, research by insurer Allianz has revealed that as much as €330 million could be saved by preventing small rear impact accidents and that almost three out of four rear impact accidents with injuries and fatalities could be avoided with the 100% introduction of advanced emergency braking systems.
Meanwhile, in the UK, the Department for Transport has concluded that ESC-equipped vehicles are 25% less likely to be involved in fatal crashes than those without. That equates to 380 fewer fatalities and 7,800 fewer people injured on UK roads.
Adrian Walsh, director of both the Driving for Better Business campaign and RoadSafe, which are both associate members of eSafetyAware, said: “The study shows that familiarity with these life-saving technologies is on the rise with awareness levels 10% greater in 2011 than two years ago but Europe’s car buyers are still not purchasing eSafety systems in sufficient numbers. Thousands more lives could be saved and injuries avoided if these systems were more widely used.
“Additionally, many businesses are still allowing employees to drive company vehicles that are not fitted with these lifesaving eSafety systems.
“Corporate buying accounts for around two-thirds of new car sales in the UK annually and the vast majority of LCV sales. Therefore, if we can convince fleet managers to focus their decision-making on vehicles equipped with the range of eSafety technologies it will infiltrate the used car market quicker as businesses change their vehicles.”
The study conducted across Austria, Belgium, Czech Republic, France,
Germany, Italy, Netherlands, Poland, Spain and the UK, revealed
that:
Although half of survey respondents said they were willing to pay more for safety features, they expected manufacturers to fit them to vehicles.
Mr Walsh added: “Safety features and specifically eSafety features such as ESC, are proven to save lives and reduce casualties, so it is vital that fleet managers operate cars and vans equipped with such technology.
“Crash reduction associated with eSafety technology also has significant spin-off benefits for organisations in terms of financial savings from fewer incidents and therefore reduced business disruption.
“We must do all we can to further increase awareness and take-up
of the technology amongst both fleet managers and company car and van
drivers as well as private new car buyers.”