New research has found that a fifth of UK motorists would refuse to pay more for car safety features, even if they would reduce the chance of having an accident on the road.

A survey, from Thatcham Research, found 83 per cent of motorists think that the best safety options should be fitted as standard.

Drivers are now being urged by the Stop the Crash Partnership to make car safety a ‘deal-breaker’ to push manufacturers to fit safety technology in their vehicles as standard.

Those surveyed said the safety of a car was the second highest priority they made when purchasing a vehicle, but the Stop the Crash Partnership would like more to be done.

David Ward, Chairman of the Stop the Crash Partnership said, “Consumer awareness is critical for the adoption of Stop the Crash technologies.

“This research shows how important safety is to the consumer, but highlights how this often fails to translate into safety options being purchased in the showroom. Manufacturers must offer safety systems with proven ability to save lives as standard.”

James Ash


Content Marketing Executive at

May 8, 2017

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