Fleets say: make ESC a standard fitment

The majority of fleet decision-makers say life-saving electronic stability control (ESC) should be a standard feature on all new cars.

The verdict came after Bosch, which invented the technology, explained the benefits and functions of the anti-skid equipment to fleet decision-makers – a third of whom had never heard of ESC and more than half were unaware of its potential.

Worryingly, said Bosch, two-thirds of fleet decision-makers claimed the benefits of ESC had not been brought to their attention when they last reviewed company car choice lists with their manufacturing or leasing suppliers.

Bosch, which with RoadSafe, ACFO (Association of Car Fleet Operators) and eSafety Aware! – the organisation behind a Europe-wide ‘Choose ESC!’ campaign – has conducted a survey into ESC and the UK fleet market, believes this lack of awareness is behind less than one in five fleet decisionmakers specifying the equipment as a standard fit on company vehicles (RoadSafe: spring 2008).

Showrooms

Almost half of all new cars in UK showrooms have ESC fitted as standard and the European Commission plans to make its fitment mandatory on new cars from 2012 (see page xx). But, Thatcham – the Motor Insurance Repair Research Centre – and the European New Car Assessment Programme have each called on manufacturers to make ESC standard to cut the risk of road crashes.

A Thatcham spokeswoman said: “Of those models that did not offer ESC as standard in 2006 and were updated or facelifted over the last year, around half have not had their level of ESC fitment increased, despite the opportunity to fit this essential safety technology.”

In the interim, a survey of 215 fleet decisionmakers collectively managing more than 77,000 cars and vans revealed that a major education campaign needs to be undertaken by pro-ESC campaigners if more company cars and vans are to be acquired with ESC as standard.

After the benefits and functions of ESC, which is also known as ESP (electronic stability programme), DSC (dynamic stability control), VSA (vehicle stability assist) and VSC (vehicle stability control), were explained to fleet managers, 75% of them said they were convinced of its added value and would now take it into consideration to have it fitted to all their new company vehicles.

Standard

And almost 90% of fleet chiefs said ESC should be standard equipment from car manufacturers with many blaming the motor industry for their own lack of knowledge on the technology’s ability to reduce serious road crashes and save lives.

It could be that marketplace confusion over the technology’s name is adversely impacting on take-up. David Ward, who is leading the Choose ESC! Campaign, said: “When ESC becomes mandatory it would be in the best interests of the automotive industry to agree a common name for this technology and indeed for all generic technology in the future.”

Vehicle manufacturers and their sales networks, along with leasing and fleet management companies are among the primary sources of information on vehicle safety systems and duty of care – relied on for information by 92% and 43% of fleet decision-makers respectively according to the survey. This led Bosch to claim that ‘these players have a high responsibility of providing relevant information about safety systems such as ESC’.

Technology

A spokesman for the Society of Motor Manufacturers and Traders said: “Vehicle technology is only part of the answer. We need to focus on driving abilities, road design, enforcement and traffic management. The motor industry is committed to improving safety - investing millions of pounds in passive safety systems which protect occupants and pedestrians involved in accidents and also in active systems like ESC, which are designed to prevent a collision from happening.

“Government figures for both occupant and pedestrian fatalities have fallen significantly in the past decade. This is a clear indication that investment in active and passive safety is benefiting all road users.

“ESC is being fitted to more and more vehicles, both as standard and as an optional extra. Last year, around 55% of new cars had it fitted as standard, with a further 22% carrying it as an option. There is an element of consumer choice to be considered here, balanced against cost – and technology inevitably cascades from larger to smaller vehicles, resulting in a low cost option. If fiscal incentives are put in place – for example Denmark has a high take up due to tax incentives – consumers will make it even more popular.”

Research by the Department for Transport has already suggested that ESC-equipped vehicles are 25% less likely to be involved in a fatal crash than those without the technology. That equates to 380 fewer fatalities and 7,800 less injuries a year.

Meanwhile, although it is true to say that technology typically filters down from larger vehicles to smaller vehicles where profit margins are tighter, Suzuki has made it company policy to introduce ESC as standard on all new models and model facelifts. The majority of its vehicles cost less than £13,000 on-the-road.

Expectations

In addition, fleet decision-makers have high expectations towards their leasing companies to disseminate information to them with more than a third believing that their chosen supplier does not provide sufficient advice on vehicle safety.

However, John Lewis, director general of the British Vehicle Rental and Leasing Association, commenting on the role of the leasing sector in promoting the safety-focused technology, said: “While ESC is a welcome addition to the driver aids on an increasing number of new vehicles it cannot take the place of an informed and enforced company driving policy nor driver training.

“With the plethora of modern safety devices now fitted to cars, both active and passive such as comprehensive airbag systems, seat belt pre-tensioners, anti submarine seats, ABS, etc. there can be a tendency for drivers to feel immortal.

“Yes, ESC may help to provide an escape from some extreme situations, but it is better by far for drivers never to need to use it by driving in a way that is appropriate to the road and traffic conditions. So, have it fitted where available as part of an informed safety policy but make sure that the policy advocates safe driving as its number one criteria.”

Last year, both ALD Automotive and Bank of Scotland Vehicle Finance said they actively encouraged their customers to choose vehicles equipped with ESC. In the latter’s case this contributed to Cambridge-based Napp Pharmaceuticals making ESC mandatory on all its 340-strong company car fleet (RoadSafe: summer 2007).

The survey found that 19% of fleets mandated ESC as part of their company vehicle policy and ACFO chairman Julie Jenner said: “The task now is for all fleet managers to demand that ESC is included in discussions with their vehicle supplier to support the majority call to make ESC standard equipment.” The survey also found that:

• More than 80% of fleets do not specify ESC as compulsory equipment within their own company vehicle policy
• Fleet decision-makers site vehicle reliability (94%), safety (89%) and duty of care (87%) as the three most important criteria in selecting vehicles
• But, only two-thirds of fleets translate those concerns into initiatives to improve the work-relating driving safety of staff
• ABS (53%), airbags (48%) and a good European New Car Assessment programme crash test rating (27%) – equal with ESC – were described as the most important safety aspects of a car. The fact that both ABS and ESC were ranked in the top three in terms of ‘important safety equipment’ underlines their effectiveness in the eyes of fleet operators, according to Bosch.
• 57% of fleets have no mandated safety equipment on vehicles

Dealers fail to tell the customers about ESC

The mystery shopper survey rated 50 dealerships in London, Birmingham, Manchester, Cardiff and Edinburgh selling vehicles from Peugeot, Fiat, Citroen, Volkswagen, Toyota, Honda, Ford, Vauxhall and Renault as collectively ‘very poor’ in promoting ESC.

Similar surveys were conducted across nine other European countries with UK dealers lagging behind their counterparts in Germany, the Czech Republic and Slovenia, which topped the table. Italy was at the bottom of the league with the UK just above Spain and Austria.

The UK survey found that:

• Only 36% of all sales staff knew that ESC worked in all weather conditions
• One in five sales people failed to tell customers that ESC reduced the danger of skidding
• Only 18% of sales staff gave information on ESC without being asked
• Volkswagen, Honda and Toyota were the best ESC-focused dealerships with Peugeot, Fiat and Citroen rated the worst

In terms of overall safety features only one in seven sales people focused on safety as an important feature with the ‘look’ and price of cars mentioned more often.

Bosch, which invented ESC, already runs an ESPerience initiative across the UK dealer network, which is designed to educate staff about the benefits of ESC when in discussions with customers. To-date about 12,000 dealership employees have been through the development programme, but says FIA Foundation director general David Ward, who is leading the ‘Choose ESC!’ campaign, efforts must be stepped up.

He said: “We need to have a big effort among dealerships to better promote the system. The combination of ESC becoming mandatory and its acknowledged safety benefits means that it is in the best interests of the automotive industry.”

And he added: “It’s bad enough that many cars still don’t have this life-saving technology fitted as standard.

“What makes matters worse is that dealerships are doing a very poor job at explaining the benefits of ESC and even when cars are sold with the system, people are being charged excessively. It’s sheer negligence to let people leave a car showroom having failed to give them the full facts.”

David Fulker, Bosch’s head of UK ESP marketing, said: “We have to continue with our very successful ESPerience programme, which is part of dealer’s staff sales training.”

He said he was ‘disappointed’ that twothirds of fleets had never head of ESP and 69% were unaware of its benefits. As a result, he pledged that Bosch would work with both ACFO and the British Vehicle Rental and Leasing Association to make sure that the safety benefits and the business benefits of the technology were understood.

Further information is available at www.bosch-esperience.co.uk

4,000 lives could be saved

Mandatory ESC will be phased in from 2012 for new car series and commercial vehicles, with all new cars being equipped by 2014.

In announcing the move, the EC said that in normal driving conditions, ESC could reduce accidents by more than 20% while its benefits were even more significant under wet or icy conditions where the accident reduction rate increased to between 30 and 40%.

As well as saving casualties, the widespread use of ESC in vehicles could significantly reduce the traffic congestion caused by accidents involving large vehicles, said the EC.

Currently half of all new cars sold across the EC are fitted with what the FIA Foundation, which has led the ‘Choose ESC!’ campaign, calls ‘this crucial crash-avoidance technology’.

FIA president Max Mosley said: “I’m delighted that the European Commission has backed the FIA’s campaign for the mandatory fitting of ESC. This life-saving technology will make a significant contribution to preventing deaths and injuries on our roads.”

The EC announcement came almost exactly 12 months after the launch of the ‘Choose ESC!’ campaign, which is designed to increase public awareness on the importance of ESC and its low take-up across Europe, especially compared to the United States.

Last year ESC fitment rates in Europe passed the 50% mark on newly registered cars for the first time - in the UK the fitment rate is 48% compared with Sweden where it is 96%. In 2003, the UK ESC installation rate was 20% – compared with Sweden’s 15%. Campaign chairman David Ward, of the FIA Foundation, said: “This is very good news in Europe because we have fallen behind the US on use of ESC. Last year the US decided that it would be compulsory in 2012. It’s unacceptable that thousands of lives are lost as too many cars are still not fitted with this crucial life saving system. We’re very pleased that Europe can now join the US in pushing for the worldwide adoption of this critical technology.”

However, there are concerns that in the interim four years before ESC is mandatory vehicle owners are reliant on manufacturers’ business decisions as to whether the proven life-saving technology is offered as standard.

The European New Car Assessment Programme, which at the beginning of July, published a survey on the availability of ESC, said: “Euro NCAP is concerned that when ESC is offered as optional, consumers are charged high prices that then deter them from fitting the technology. Euro NCAP believes ESC should be fitted as standard, simply because 4,000 deaths and 100,000 injuries could be avoided every year.”

Thatcham calculates that the average cost to fit ESC as an option is £440, but the cost of components is ‘well under’ £100. But less than 1% of customers order the technology – preferring an optional sound system, says the motor insurance industry research organisation.

While this year’s campaign first anniversary survey reveals that there is improvement by some manufacturers, Euro NCAP says it is disappointed that there are still large discrepancies in the level of standard fit on offer to consumers between countries and size categories.

The UK ranks 18th of the 27 European countries surveyed for overall fitment, ahead of only Belgium, Czech Republic, Greece, Romania, Bulgaria, the Netherlands, Cyprus, Ireland and Malta. However, the survey shows that there is very limited availability of ESC on UK models in the small car, small MPV, small off-roader and large family car categories.

The survey reveals that all models from BMW, Jaguar, Jeep, Lexus, Mercedes, Smart and Volvo are fitted with ESC, while Chevrolet and Daihatsu are ranked at the bottom of the list.

Euro NCAP secretary general Michiel Van Ratingen said: “There is no reason why ESC should not be fitted as standard on all vehicles and offered to consumers in all countries. Why should only a minority of consumers benefit from this safety technology. Some manufacturers are showing they prioritise safety, but for others ESC is another business decision.”

The motor sport community has also helped to promote the campaign with support from major motor racing stars such as FIA world champions Michael Schumacher and Sébastien Loeb.

Seven time F1 world champion Michael Schumacher, who participated in the launch of the campaign, said: “ESC are three letters that can save your life. When you buy a car ask your dealer for a model that is ESC equipped as you never know when a crash might happen.”

Four-time world rally champion Sébastien Loeb said: “ESC is one of the most important safety devices since the seat belt. Controlled slides are part of rallying but when I am driving on public roads with my family, I want to avoid skidding at all costs. That’s why I choose ESC.”

The EC has also announced that lorries and other heavy vehicles should be fitted with advanced emergency braking systems (AEBS) and lane departure warning (LDW) systems as of 2013.

Last year the EC proposed the obligatory fitting of cars with brake assist systems (BAS) to protect pedestrians. Collectively, the range of safety measures are expected to reduce fatal road casualties by an estimated 5,000 a year.

Further details are available at www.chooseESC.eu, www.euroncap.com, www.fiafoundation.com, www.thatcham.org and www.bosch.com

How fleets will reap benefits

While ESC will be standard on all new cars sold in Europe from 2012, the pressure is on for companies to take action in the interim.

David Ward, director general of the FIA Foundation and president of eSafetyAware! and the ‘ChooseESC!’ campaign, believes the Corporate Manslaughter and Corporate Homicide Act, which was introduced in April this year, could be the catalyst for changing attitudes.

He said: “If an at-work driver skids off the road because their vehicle is not equipped with ESC and the crash results in a fatality then smart lawyers could say that the organisation was not following best practice.

“Best practice in terms of a company’s duty of care would indicate that 100% of vehicles should be equipped with ESC. Fleet managers that don’t take this step could find themselves on the back foot very quickly. The effectiveness data in support of ESC is overwhelming. There is work to be done to get this technology right through the fleet market.”

However, ACFO chairman Julie Jenner warned that industry demands for fleets to increase take-up of ESC should not be allied to more threats involving corporate manslaughter legislation.

“Health and safety of employees under duty of care is paramount. But corporate manslaughter should not be used as a stick to beat fleet operators up with. If there is a proven business case for ESC, which there is, then that should be used to encourage fleets to ensure they operate vehicles equipped with ESC,” she said.

“Corporate manslaughter was never intended to be aimed at fleets. It is aimed at bringing companies to account when there is mass loss of life and should not be used as a primary factor in how fleets are run.

“Unfortunately some suppliers of risk management products have used the legislation to put fear into the minds of fleet operators. That is not right and ESC should not be promoted in that way. Fleet managers are fed up with being threatened and the danger is that they react by taking no action.”

In urging the increased fitment of ESC to all vehicles, Bosch says the technology contributes to reduced wholelife fleet costs due to cars and vans equipped with the device being involved in fewer crashes.

Crash costs, according to EurotaxGlass’s, account for 13% of total fleet ownership costs - third on the list behind depreciation and fuel.

In addition, not only is the cost of repairing bent metal reduced but, says Bosch: “Lost working days and associated medical and insurance costs arising from employees involved in vehicle accidents can have a significant impact on personnel costs and resultant loss of productivity.”

RoadSafe director Adrian Walsh added: “Safety comes at a price, but avoiding a crash is a massive cost reduction. There is no doubt that this technology effects a significant cost reduction.”

How I saw the light on benefits of ESC

All replacement vehicles ordered since July last year for the 197 vehicles on the mixed fleet of cars and vans at Telford-based Kaba Door Systems are now fitted with ESC and she has called on all fleet decision-makers to experience the system for themselves so they can understand why it is such an important innovation.

Demonstrated

She said: “I spent the day with the Institute of Advanced Motorists at Oulton Park where the system was demonstrated to me. I have also been on a working party with Bosch, the company which developed the system.

“Everyone has seen the buttons on cars fitted with ESC, but no-one really knows what it does. It is important to experience for yourself.”

Mrs Dukanovic added: “I now insist that it is fitted to all vehicles. If it was left to drivers to specify it they would not bother because it is not a visible feature and there is nothing to show for it on the outside of the vehicle in terms of badging.

“But I would not drive a vehicle without this great safety feature myself and I care enough about my drivers to ensure they don’t either.

“I have fitted ESC to try to pre-empt any crashes. There is no point waiting until someone is killed before saying you need ESC.

“I also tell drivers that their vehicles are fitted with the system and many of them look it up to find out more about it.”

The decision to specify ESC isn’t just limited to cars, as the fleet also ensures that all its vans are fitted with anti-skid control as well. This includes models with load-adaptive ESC, which changes braking characteristics according to the distribution and weight of the load in the van.

The van fleet is made up of a range of Volkswagen models, including the Transporter, Crafter and Caddy, while the car fleet is predominantly Volkswagen, but there is a wider choice of other car brands including BMW, Ford, Honda, Toyota and Vauxhall. All vehicles are funded on contract hire through ING Car Lease.

Through skilful negotiation, Mrs Dukanonic has also ensured that ESC is fitted as a no cost option to any vehicles that don’t have the technology as standard.

Introduce

She is now calling on manufacturers to introduce ESC as standard on all models before a European law is introduced in 2012 that makes the system mandatory.

Mrs Dukanovic, who has been a fleet manager for six years, said: “2012 is a long way away and I think manufacturers should aim to make this system standard by 2009. That is a realistic target and gives them time to dispose of their current stock.”

In the meantime, she would like to see much more promotion of the benefits of ESC, so more companies can learn about the lifesaving benefits of fitting the technology as standard.

<< Back to contents page

• < previous article
• |
• next article >