Car showrooms across Europe are failing to tell their customers about the importance of anti-skid technology Electronic Stability Control (ESC) despite its key role in cutting road deaths acknowledged by the EU, according to a new survey released today by the FIA Foundation.
With ESC often only available as an optional extra in many cars, dealerships are relied upon to ensure that motorists are offered a model with the technology installed.
However, showrooms are rated as “very poor” in promoting ESC with Italy at the bottom of the league table closely followed by France, Austria and Spain. While Germany, the Czech Republic and Slovenia top the table in providing information on ESC to car buyers, their performance is only found to be “acceptable” at best, the Foundation’s report shows.
The survey follows the new EU commitment at the end of May to make the anti-skid technology mandatory by 2012. The Europe-wide Choose ESC! campaign led by the FIA Foundation has been calling on the EU, governments and the car industry itself to promote the technology.
ESC has been recognised as the most critical car safety device since the seatbelt. EU studies have shown that ESC can prevent up to 80% of all accidents caused by skidding.
The in-depth mystery shopper survey finds that showroom sales staff rarely recommended ESC as a safety system and failed to promote the technology. The survey also shows that:
- Six countries are rated as “poor” overall. They are Belgium, the Netherlands, Spain, Austria, France and Italy. Germany, Czech Republic, Slovenia and the UK only reach an “acceptable” standard at best;
- Few salespersons in Europe’s dealerships described in detail how ESC works;
- There were virtually no advertising campaigns for ESC across Europe;
- Mazda (scoring 40.5), Ford (40.7) and Citroën (37.5) were the worst rated dealerships in terms of promoting ESC. They fell behind VW (50.4), Toyota (48.0) and Renault (49.6);
- In terms of overall safety features only one in five salespersons focused on safety as an important feature with the ‘look’ and price of cars mentioned more often.
FIA Foundation Director General David Ward said: “The EU has come out with a strong commitment to ESC and the car industry must now follow. Thousands of lives can be saved across Europe if cars have ESC, but we’ll fail to make progress if dealerships provide a stumbling block. This technology must be made fully available to people now if we are to work effectively towards the EU and global regulation in 2012.”
ESC helps motorists avoid road accidents by minimising skidding. ESC kicks in when the driver loses control of the vehicle. It recognises the risk of skidding early and keeps the vehicle on track by selectively applying the brakes to the wheels. Skidding causes at least 40% of all fatal road accidents. A study from the University of Cologne shows that 4,000 lives can be saved and 100,000 accidents avoided each year if all European cars have ESC.
The ‘Pan-European Shopper Study Focusing on Quality of ESC Sales Information’ covered a total of 500 dealerships across ten European countries. The 10 manufacturers and their dealerships surveyed were Peugeot, Fiat, Citroën, VW, Toyota, Honda, Ford, Mazda, Vauxhall, Renault.
Download the full report here >
Click here for further information on the Choose ESC! campaign >