Fleets play pivotal role in campaign to standardise ESC systems

Electronic stability control should be fitted as standard on all new cars, according to European safety leaders as pressure mounts on legislators to make the life saving technology mandatory.

The call for action on ESC - billed as 'the biggest lifesaver since seat belts' with the potential to cut accident risk by up to 40% - comes as a survey of European Union countries reveals that the UK is close to the bottom of the league for fitment rates to new models.

However, fleet decision-makers can play a pivotal role in increasing pressure on vehicle manufacturers to fit ESC as standard through their car-buying decisions and effectively boycott models where the technology is unavailable.

Until the European Commission makes it mandatory for vehicle manufacturers to fit the anti-skid technology to all vehicles - possibly by 2012 - Brussels is reliant on drivers making the voluntary choice.

At least 40% of fatal road accidents are the result of skidding and studies show that ESC could reduce skidding accidents by up to 80%.

Thatcham, the Motor Insurance Repair Research Centre, calculates that more than 400 lives and 3,000 serious injuries on UK roads could be saved if all new vehicles were equipped with ESC (RoadSafe: winter 2006/7), which can turn potentially serious accidents into near misses and could drastically reduce accident occurrence across the UK and Europe.

Campaigners claim that across Europe 4,000 road traffic deaths and 100,000 injuries could be avoided if all cars were equipped with ESC, which is also known under a series of other names such as electronic stability programme, dynamic stability control, vehicle dynamic control, vehicle stability control and vehicle stability assist.

Lack of business and consumer awareness is one of the reasons why ESC is not on every car drivers' 'must have' list of features but, said European Commissioner Viviane Reding: "The European Commission's comprehensive Eurobarometer study shows that over 80% of drivers who are explained about ESC want it fitted in their next car. The problem is that so far the drivers remain largely unaware, or have only a vague idea what ESC is about."

The eSafety Aware! organisation is a European Commission-backed group, whose members include RoadSafe as well as industry, public authorities and user organisations. Under the banner 'Choose ESC!', it has launched a campaign, also backed by the European New Car Assessment Programme (Euro NCAP) and the FIA (Federation Internationale de l'Automobile) Foundation, to raise both awareness among drivers and encourage more vehicle manufacturers to fi t ESC as standard.

David Ward, chairman of eSafetyAware! and the 'Choose ESC!' campaign, said: "Cars today are much safer that they were 10-15 years ago. Now we are protected by crumple zones, seatbelts, and air bags. These systems help you when a crash happens. New technologies like ESC are now available that can help avoid a crash from happening at all. If buying a new car make sure that it has ESC on board. Remember, three letters that can save your life and 'Choose ESC!'.

The Euro NCAP ESC fitment survey reveals that among 25 European Union member states - work is currently in progress to collate data for Romania and Bulgaria which joined in 2007 - Denmark leads the way in ESC fitment with the anti-skid technology standard on 77% of all models in showrooms, available as an option on a further 8% and not available on the remaining 15% of vehicles (see table 2). By comparison, the UK languishes in 21st place just ahead of the Netherlands, Greece, Malta and Ireland, with 57% of vehicles on sale equipped with ESC, 21% having the feature available as an option and it being unavailable on a further 22% of new cars.

An analysis of manufacturers from Alfa Romeo to Volkswagen shows that while ESC is standard on all models from some carmakers, including BMW, Lexus, Mercedes-Benz and Volvo, many others choose to make it available only as an option on models (Mini) or not available at all (Proton) (see table 1).

A further analysis across eight model segments shows that while the UK leads the way in ESC fitment on executive cars - 98% of models on sale have the technology fitted as standard - it is almost bottom of the supermini class with just 11% of cars equipped, while Denmark leads the way in the sector with 42% of models.

In the popular lower medium and upper medium car segments - known as small family and large family cars in the report - the UK is again amongst the worst for standard fitment of ESC with 56% and 69% of models equipped compared with 83% and 91% respectively for cars on sale in Denmark

The Euro NCAP report also highlights that some carmakers choose to fit ESC as standard on models available in some countries, but not in others. For example, ESC is fitted as standard to the Honda Jazz in Sweden, Finland, Latvia, Lithuania and Estonia but the equipment is not available on the UK model. Similarly, the Mazda2 has ESC as standard in Denmark and Germany but not in the UK and on the Kia Carens it is standard in Sweden, Germany, Estonia and Portugal but not in the UK. Euro NCAP, which recommends that cars where ESC is unavailable are not bought, called the results of its fitment survey disappointing. Secretary general Adrian Hobbs said: "We must all do what we can to raise awareness of ESC's importance.

"Car manufacturers respond to the demands of customers but customers will only demand ESC when they become aware of the benefi ts. The media and organisations such as fl eet buyers can play a pivotal role in increasing this awareness and in helping to bring pressure to bear on manufacturers and distributors to fit ESC as standard on all new cars, in all countries."

RoadSafe is leading the UK element of the 'Choose ESC' campaign and director Adrian Walsh said: "Stability control braking is as important as the introduction of the compulsory wearing of seat belts some 20 years ago.

"If all vehicles across Europe were to be fi tted as standard equipment with stability control we could reduce skidding accidents by 80%. Of course vehicle technology is only part of the answer, we must also focus on driving ability, road design and management, in fact a total holistic approach to road safety. However, having experienced ESC in a controlled test, I am confident that standard fitment of this technology would contribute massively to making driving safer."

Campaigners want the European Union to follow the lead of the United States National Highway Traffic Safety Administration, which has introduced legislation to make ESC mandatory in all cars in the US by 2011. The organisation estimates 4,200 to 5,400 of the 10,000 deaths caused each year in the US in rollover accidents could be prevented if ESC were on all vehicles.

Each year more than 40,000 people die and 1.7 million are injured on Europe's roads and the EU wants to halve those fi gures by 2010. FIA President Max Mosley, said: "There is no doubt that ESC could contribute signifi cantly to the EU's goal to halve the number of road traffi c fatalities by 2010. But to achieve this, much more needs to be done to inform the consumer about why they must choose ESC when buying a new car. It is frustrating to see that the use of ESC in new cars in Europe is actually falling behind the USA.

"We should be leading the world in the introduction of a technology that was invented in Europe. Although ESC is often standard equipment in luxury and large cars, in smaller family cars it is not. Across Europe only 42% of new cars are equipped with ESC. We want governments in the EU to give incentives, such as tax breaks to encourage people to buy cars with ESC on board. Thousands of lives could be saved and huge crash costs avoided so it makes sense to give the public a reason to choose ESC on their next car."

More information on the 'Choose ESC!' campaign is available at www.eSafetyAware.eu

ALD calls for all cars to be fitted with ESC

Not only will the risk of death or serious injury to company car drivers and other road users be reduced if vehicles are equipped with ESC, but one of the UK's largest contract hire and leasing companies with more than 46,000 vehicles on its fleet, says organisations will save on operating costs as 'bent metal' costs will be cut as a result of fewer crashes also leading to insurance premium savings.

Last year 46% of company cars supplied by ALD Automotive had ESC fitted.

Almost all the vehicles were equipped with ESC as standard with less than 2% of customers requesting the technology to be added. Just over half of vehicles were supplied without ESC as it was either unavailable as a vehicle option or not specified by customers.

Looking forward ALD Automotive expects to supply more company cars with ESC as 55% of vehicles now have the technology fitted, according to its database and a further 24% of cars could be supplied with ESC following a request for fitment; 21% of vehicles, however, do not have ESC available as an option.

ALD Automotive marketing director David Yates said: "We would, wherever possible, encourage companies to have ESC as a mandatory feature within their car fleet policies, particularly as more manufacturers are offering the technology either as standard or an option. We believe that the mandatory fitting of ESC can significantly assist fleets with their ongoing duty of care responsibilities.

"While many company cars do have ESC or an equivalent fitted as standard, on other models the technology remains either an optional extra or is not available. All the evidence points to ESC having the ability to significantly reduce vehicle crashes. As well as recommending its mandatory fitment we are also calling on fleet operators to ensure that all drivers are aware of its life-saving and crash avoidance potential."

ALD Automotive has issued an ESC advice bulletin to all customers - it is available by emailing ukmarketing@ald automotive.com.

Backing from race champ

Seven times Formula One world champion Michael Schumacher, who is backing the 'ChooseESC!' campaign, has told car buyers "Next time you are buying a car think about ESC.

"Ask your dealer for a model that is ESC equipped.

"You never know when a crash might happen so don't take chances with the lives of you or your family. Make sure you Choose ESC!".

Editor's comment

Yet the performance of most vehicle manufacturers in fitting ESC is patchy and in small cars their efforts are little more than scandalous.

The evidence that ESC will save lives and prevent injuries is overwhelming. Yet many manufacturers appear more concerned with equipping vehicles with i-pod adaptors - one of the latest 'must have' gadgets among trendsetters.

Every manufacturer will argue that safety is at the heart of everything they do. However, the very fact that almost half the cars on sale on the UK do not have ESC fitted as standard is evidence to the contrary.

The sentiments behind the 'Choose ESC!' campaign are right and fleet decision'makers can play their part by removing all vehicles that do not have ESC fitted as standard from choice lists.

Given the volume of cars and vans bought annually by companies across the UK perhaps they can use their clout to ensure that by choosing only vehicles equipped with ESC, legislation will not be required to force manufacturers to take the sensible route.

Bosch targets fleets

The Bosch ESPerience training and communications programme has evolved since its inception in 2004 and is now focused on bringing stability control information and demonstrations to fleets in a series of flexible modules.

Bosch has been developing a classroom presentation based upon its ESPerience training programme and it has been extended to incorporate the 'Choose ESC!' initiative.

David Fulker, Bosch's marketing manager chassis system, said: "The classroom session(s) can then be extended to include ESC driving in cars, vans and towing applications at various locations with the focus being the new purpose built skid facility at the Rockingham circuit near Corby in Northamptonshire.

"The course will be presented in association with RoadSafe and will be linked to the Department for Transport's 'Driving for Better Business' campaign, which is being managed by RoadSafe and is backed by the Rockingham circuit."

At the time of going to press the exact course dates had yet to be announced, but fleet managers can register their interest for the 'Choose ESC!' briefi ng and driver training course at www.bosch-esperience.co.uk

Experts describe the active driving safety system as the most significant addition to driving safety since the introduction of the seat belt.

Herbert Hemming, president of the Bosch chassis systems control division, said: "We are proud that ESP can deliver such a valuable contribution to road safety, both in Europe and worldwide. However, this can only happen if the system is installed in as many vehicles as possible. This is why ESP communication has been one of our marketing tasks for many years now."

In the UK, Bosch, the world leading producer of stability control systems, has opened eight ESPerience driving centres throughout the UK staffed by trained instructors to help fleet managers with ESP information and training.

For further information on how to get the ESP road safety message across to company car drivers email your questions directly to bosch.esperience@uk.bosch.com, or phone 01895-838531

ESC fact file

• Loss of control (eg. skidding) is the main cause of traffic accidents involving serious injury or death
• At least 40% of fatal road accidents are the result of skidding. Studies show that ESC could reduce skidding accidents by up to 80%
• Only 57% of new cars sold in the UK have ESC fitted as standard
• In the UK it is estimated that if 90% of cars were fitted with ESC it would save 400 lives and prevent 3,000 serious injuries each year.
• It would cost €130 per vehicle to fit ESC as standard, according to a cost benefit analysis by the University of Cologne
• Mercedes-Benz data indicates that the installation of ESC as standard equipment on all of its vehicles has resulted in a 29% reduction in single-vehicle crashes and 15% fewer crashes overall.
• DEKRA Automotive Research in Germany indicates a 27% reduction in serious loss-of-control crashes. It also reports that 37% of corner accidents are defi nitively infl uenced by ESC
• A study by Toyota revealed that vehicles with ESC show a 35% reduction of single-vehicle crashes and a 30% reduction of head-on crashes.

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