Safety as a Marketing Tool: The Unreality of Modern Car Safety Features

Strategic Insights -

In recent years, the Australian car market has seen a significant shift towards prioritizing safety features as a key selling point for car manufacturers. A once-neglected aspect of car design, safety has become a popular marketing tool, with companies like Ford, Holden, and Mercedes-Benz showcasing advanced safety features in their vehicles. However, beneath the surface of this safety craze lies a more nuanced reality.

Key Takeaways:

  • The introduction of airbags has been largely driven by legislation, with the Australian Design Rule requiring all new passenger cars to conform to specific injury levels in a barrier crash test by 1 July next year.
  • While safety experts agree that anti-locking brakes (ABS) are a more important safety feature than airbags, most buyers prioritize the latter, which can deploy in less than 200 milliseconds and save the driver's life in one-fifth of potentially fatal crashes.
  • Companies like Volvo and BMW have developed side-impact protection systems (SIPS) to address the 21% of crashes involving side-on collisions.
  • The marketing potential of safety features was exemplified by the rush on Ford's VR Commodore showrooms after it was launched with an airbag and ABS brakes standard on most models.
  • The development of airbags has been influenced by years of research and refinement, with the current technology capable of reducing severe chest injuries by 25% and head and neck injuries by up to 80%.
  • Mercedes-Benz's safety chief, Ingo Kallina, has stated that even in a Benz, any crash at 65 kmh into a solid object is "technically non-survivable".
  • The effectiveness of ABS systems lies in their ability to prevent wheel locking in emergencies or on low-friction surfaces, allowing the driver to maintain control of the vehicle.
  • The integration of advanced safety features is becoming increasingly affordable, with the $28,000 Volkswagen Golf GL featuring dual airbags as standard and the Holden Barina offering an airbag option.

Statistics:

  • 60% of all crashes are frontal collisions at various angles (Source: Mercedes-Benz).
  • 25% reduction in severe chest injuries and up to 80% reduction in head and neck injuries with the deployment of airbags (Source: Mercedes-Benz).
  • 21% of crashes involve side-on collisions (Source: Volvo).
  • 50% of all new fleet purchases specify ABS brakes, with estimates expecting close to 75% by next year (Source: Ford).
  • The cost of airbags as an option is typically around $1000, equivalent to the cost of ABS brakes.

Sources:

  • "The Australian Design Rule", no publication date specified.
  • "Mercedes-Benz Safety Features", no publication date specified.
  • "Volvo Safety Features", no publication date specified.
  • "Ford Safety Features", no publication date specified.
  • "Holden Safety Features", no publication date specified.
  • "Toyota Safety Features", no publication date specified.