As discussed in module 5 "Emerging Technology" in relation to vehicle safety this has become one of the most powerful trends in the history of the automotive industry. All vehicles leaving the production line today will have some technology that is related to safety. A few decades ago vehicles were marketed on looks, style, reliability and running costs, safety however was not an important factor in selling to the consumer.
Ford Sierra advert from 1982 as screened in many country's boasting the style and aerodynamics one would be foolish not to have a test drive. This advert claims man and machine in perfect harmony a designers dream test drive one today. Safety does not get a mention as the trend is non existent in the marketing of vehicles of this era. One would assume the vehicle is safe otherwise it would not be allowed on the roads or to be advertised on National and International television. The safety of vehicles of this era were not considered to be of significant importance to the general public.
This advert is typical of vehicle manufactures of the late 1980's and early 1990's when style and image were the social trends of the day. However still important in selling to the consumer in today's market but of lesser importance. This is a typical advert claiming the vehicle "breaks the law of averages" a catchy twist but lacks the integrity of vehicle safety.
An advert from 2012 clearly aimed at safety, however looks and style are cleverly embedded with out being obvious. One can draw a common conclusion, safety sells in today's market place, most car advertisers will boast about their safety features above anything else.
According to Auto Trends Magazine 5 Top trends in vehicle safety "Technology continues to produce the best safety features that are designed to protect ourselves, our passengers and other motorists and pedestrians". They go on to state the top five innovations in vehicle safety being, Tyre pressure monitoring systems, blind spot detection, rollover prevention, sensitive air bag systems and night vision assist. All of these technology's are in use by vehicle manufactures in today's market.
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| The number of vehicles on the roads is increasing. Image from: oica.net |
The motoring general public certainly in Europe are very familiar with "EURO NCAP" an independent agency that promotes vehicle safety, and produces interdependent crash reports for the public and manufactures. NCAP was formed in 1997 and comprises of seven European Governments and "Has rapidly become a catalyst for encouraging significant safety improvements to new car design". With the significant legislation now being imposed at Government level it has caused a trend to be carried forward. This trend has been well received by the motoring public and has now become the best seller in cars. Hear in New Zealand we are seeing adverts quoting a 5 star NCAP rating for safety and also NZTA the transport Government Agency are promoting vehicle safety and advising the public to buy next generation vehicles.
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| In 1980 9% of vehicle purchases were based on safety, in 2005 28% of vehicles were purchased on vehicle safety. Image From: oica.net |
As identified in Module 5 Google have a self driving car which will make driving safer, Government intervention and manufactures smart design a willing motoring public will see the trend moving ahead. With all of these trends on safety coming together we will continue to see the vehicle develop into a computer on wheels. This mobile computer will have the ability to make decisions that human's could not, these will include artificial intelligence at the next level. The motorist will tell the car where to go and will be taken there in the shortest distance using the least amount of energy in the safest way. The future of the car will be carried by this "Safety Trend" that has become such a powerful force it is now impossible to stop. The roads will be safer society will benefit lives will be saved, this is truly a benefit to our communities.
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