Thatcham Research has backed What Car? magazine in its call for Autonomous Emergency Braking to be fitted as standard on all new cars.

With the simplest of detection systems costing manufacturers around £40, Thatcham Research has called for them to become included as part of every car’s safety package.

Matthew Avery, director of research, said: “There is no longer any excuse for car makers to launch new cars without AEB as standard across the board, and along with dealerships, to promote and explain AEB more effectively to consumers.

“Not only will this reduce insurance premiums, but give piece of mind for motorists by significantly reducing crashes and associated injuries.”

Research conducted by Thatcham Research, in partnership with Direct Line Insurance Group, found that 82 per cent of drivers think that features like AEB should be fitted as standard. The survey also found that the majority of drivers wanted this technology to be free, too.

Forty-one per cent of cars on sale in 2015 had AEB technology available, although just 17 per cent of these cars have it fitted as a standard feature.

Although the lowest-priced units costs around £40, the more technical systems which add features such as the ability to avoid pedestrians and other road users ramps up the price for manufacturers – with many reaching around £200.

Thatcham Research has also called for manufacturers who offer the technology as an extra to promote the benefits of having it fitted, rather than hoping that drivers find out for themselves.

Jack Evans


After completing his university studies in English and Creative Writing in Cardiff, Jack is now a full time motoring writer at Blackball Media. His love of cars stems from his childhood years when he began to live and breathe all-things automotive.

February 15, 2016

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