1. Being “Active” with Safety How Can Administrators Change the Culture of Vehicle Purchasing? Presenter: Mark Francis (British Columbia) AAMVA Region IV Conference June 23 th, 2011. AAMVA Official Use Only1

2. Outline Why is Promoting Safety Important? –Key Challenges The Car Buying Decision –What are Customers Priorities? –Customers Knowledge of Safety –Active vs Passive Safety Current Initiatives Opportunities for Vehicle Administrators AAMVA Official Use Only2

3. Safety Promotion Safety is a key component of AAMVA’s mandate: –Responsibility to enforce and promote safe use of motor vehicles. Rapid developments in vehicle technology can greatly reduce vehicle crashes, injuries and fatalities (e.g. ESC). –Decreases costs for society from vehicle accidents. What role can Vehicle Administrators play to make safety a priority in car purchases? 3

4. Key Challenges AAMVA Official Use Only4 Economic Pressures. Most people buy used vehicles. Customers have limited knowledge regarding vehicle safety or safety features. Too much information online.

5. What are your priorities when buying a new car? AAMVA Official Use Only5

6. Is Safety Really Important to Customers? “ Stated Importance” –Safety is neither a “deal maker” or a “deal breaker.” –1 in 5 customers check vehicle safety scores before buying a vehicle. –3 in 10 people mention safety in Top 3 considerations when deciding which vehicle to buy. Priorities include price, fuel economy, durability/reliability and ‘quality.’ Safety features most important to parents with new children or teen children learning to drive. 6

7. Is Safety Really Important to Customers? “Brand purchased” is the best determinant of how customers value safety. 7 VS

8. The Car Buying Decision 8 Source: Kelley Blue Book, ‘Brand Watch’ 2010 (US)

9. Passive Safety –Covers components of the vehicle which help to protect people during a crash. Active Safety –Features or technologies assisting in the prevention of a crash. Customers aware of some passive safety features. Limited knowledge of active safety features. AAMVA Official Use Only9 Active vs. Passive Safety

10. 10 Which safety features do you think are most important to look for when buying a vehicle?

11. ESC Electronic stability control (ESC) is a computerized technology that improves a vehicle's stability by detecting and minimizing skids. According to studies by IIHS and NHTSA, 35-40% of fatal accidents could have been prevented by the technology. Transport Canada reports that ESC would greatly reduce injuries and deaths from accidents involving loss of control. –Canada will require all new passenger vehicles (under 10,000 pounds/4536 kg) to be manufactured with ESC starting September, 2011. –The United States will require ESC for all passenger vehicles starting in 2012. 11

12. Current Initiatives 12 Europe: The eSafety Challenge –Annual Safety Campaign focused on promoting latest safety technology to policy makers and end users. –Contests / awards / demonstrations. –Past Features include: ESC, Blind Spot Monitoring, Lane Support Systems, Speed Alert, Warning and Emergency Braking Systems, Adaptive Headlights.

13. Current Initiatives 13 Australia: TAC (Transport Accident Commission) –Role is to pay for treatment and benefits for people injured in transport accidents. –Extensive role in promotion of road safety. –High profile media campaign. –Hub for safety information, educational materials and statistics. –Car Rating Resources:

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15. Safety in BC BC Road Safety Strategy 1)Driver Behavior 2)Road Engineering 3)Promoting Safer Vehicles –Develop and implement media activities and marketing strategies to raise customer awareness of safer vehicles and technology. –Direct customers to safer vehicle page on icbc.com for more information and tools to assist them to make smart choices. 15

16. Opportunities Develop awareness and understanding of “active” safety through promotions and campaigns. Lobby automakers, dealers and insurance companies (discounts?) to promote active safety. Develop resources and guidelines to help car buyers choose safe vehicles. Coordinate key stakeholders for aligned safety initiatives. Become a non-biased/impartial hub for online vehicle safety information. 16

17. Current Initiatives in your jurisdiction? Questions or Comments? mark.francis@icbc.com AAMVA Official Use Only17