Advanced safety features should all be standard on new cars and safety should be a ‘deal-breaker’ when it comes to car buying. These are the key points being promoted in a new campaign by the Stop the Crash Partnership. This coalition brings together some key industry players including, Thatcham Research, Global NCAP, Denso, Bosch Continental Tyres and ZF TRW.

Recent studies have found that while motorist put safety as the second most important car buying consideration after cost, the reality is slightly different. For example, when it comes to upgrade options most motorists would choose an enhanced infotainment system over Autonomous Emergency Braking (AEB). 83% of motorists think that safety options should all be fitted as standard and the majority are not willing to pay extra for them. This means that take-up on safety options on dealer forecourt is only 3.5%.

On behalf of the Stop the Crash Partnership Matthew Avery, of Thatcham Research 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. Especially when they can cost as little as £200, safety option should be a deal-breaker, not a nice to have.”

The Stop the Crash Partnership points out that features such as AEB can mean a 38% reduction in rear-end accidents.

Partnership Chairman David Ward, commented, "Consumer awareness is critical for the adoption of Stop the Crash technologies. This research shows how important safety is to the consumer, but highlights how this often fails to translate into safety options being purchased in the showroom. Manufacturers must offer safety systems with proven ability to save lives as standard.”

Stop the Crash wants vehicle manufacturers to review how readily available cars with safety technology are to dealers and to invest in staff training, so that dealers highlight safety benefits.