Consumers can help reduce road deaths

Technology must be used to continue the decline in casualties on Britain’s roads, says RoadSafe.

Director, Adrian Walsh, says, “The Department of Transport’s announcement of a 12% decline in deaths is good news. It shows all the hard work is paying off.

“But there is still a need to focus on road safety and the benefits that technology can afford, particularly for consumers.”

RoadSafe believes improved electronic safety technology, found in newer vehicles, has helped reduce the severity of crashes. However, there is evidence to suggest the majority of car owners are unaware of the latest systems.

This evidence raises concerns that consumers may not be prepared to make informed choices about safety when buying a new or second hand vehicle.

ESC is one example. It helps stop a vehicle skidding and has been on the market for more than 10 years.

Research from the Insurance Institute for Highway Safety, shows it can reduce collisions by more than 40%, but eSafety Aware has found less than 40% of the UK’s car buying population is aware of it.

The motor industry has led the way in developing ESC. It is now available in almost half of all new vehicles and, following legislation, it will be mandatory in all new vehicles by 2014.

Adrian Walsh continues, “The market is led by consumers. Uptake of this technology is welcome but it has been slow.

"The public must be better informed of other eSafety technologies, so they can demand them when buying a vehicle.”

RoadSafe is supporting the promotion of eSafety technologies at the eSafety Challenge 2010. The event will be held at Millbrook on 13 July 2010.