The conclusions of a comprehensive study of car user’s acceptance of eSafety technologies carried out in 10 European countries were presented as part of the annual eSafety Challenge event in Teesdorf on 31 May.

The study found that although some 80% of respondents had at least found themselves in a dangerous traffic situation at one time or another only half of them were willing to pay extra to have these technologies fitted into their car.

Werner Kraus President of FIA Region I and ÖAMTC commented “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 if these systems were widely used.”

Devices such as ESC which is to be compulsory in all new cars as from 2012 have the potential to save 4000 lives and 100000 injuries annually alone in Europe. In Germany an Allianz study shows 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.

Photo: Presentation of the study at the eSafety Challenge 2011


Despite these findings many businesses are still allowing employees to drive company cars that are not fitted with these life-saving eSafety systems.

Five key findings of the study:

  • Safety is the number one purchasing criterion for consumers followed closely by fuel consumption and running costs.
  • eSafety systems rated of highest importance were Electronic Stability Control Advanced Emergency Braking Systems and Adaptive Headlights.
  • Men were notably more aware of the majority of eSafety technologies with 28% more males declaring themselves familiar with Lane Support Systems than women.
  • 89% of German respondents are aware of ESC while in the UK only 41% of drivers questioned knew of it a swing of 45%. Only 28% of Italian drivers and 27% of UK respondents were aware of Blind Spot Monitoring and Lane Support respectively.
  • 67% of respondents were willing to pay for ESC with Adaptive Headlights in second place with 59% support. In 2009 no technology scored more than 44% but two years later ESC Automatic Emergency Braking Systems and Blind Spot Monitoring (in addition to newcomer Adaptive Headlights) saw more than half of those questioned express a willingness to pay for them.

Please visit the FIA website for more information.

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Original Publication Date: Tue 05 Jul 2011