Road safety organisation IAM RoadSmart is leading the push for autonomous braking to become standard on all new cars.
The organisation has collaborated with Thatcham Research, the RAC and British Vehicle Leasing and Rental Association (BVRLA).
The companies are highlighting the importance of autonomous emergency braking (AEB) and how it could help reduce the number of deaths on the road if implemented as standard on all new cars.
Figures show that the technology could reduce road deaths by 1,100 per year, while a staggering 122,860 casualties could be avoided.
CEO of IAM Roadsmart Sarah Sillars said: “Road safety is a shared responsibility and if individuals and fleets ensure their new cars are fitted with AEB we can all make a contribution to safer roads for vulnerable users now.”
Also commenting is RAC chief engineer David Brizley, who said: “AEB has been demonstrated to reduce the number and severity of accidents, and can therefore contribute to a further reduction in casualties on UK roads.
“It will be fitted as standard on new vehicles from the early 2020s but until then, the RAC is encouraging members and indeed all purchasers of new vehicles to select models fitted with pedestrian and cyclist AEB.
“By choosing vehicles fitted with pedestrian and cyclist sensing AEB and rated as five stars for safety by EuroNCAP, drivers can be confident that they are doing their bit to keep our roads among the safest in the world.”
Also sitting within the coalition are experts on car and road design, as well as experts in driver training and human behaviour. Each company has provided statistics to help back the campaign. One of the most important points made is the fact AEB is not overly expensive and can cost as little as £200.
And as Thatcham Research CEO Peter Shaw points out, “safety should be a deal-breaker, not a nice to have”.