Here is an article by Khairil Anwar Abu Kassim, Secretary-General of Asean NCAP, which I promised earlier and took awhile to find. Sure will come handy someday.
REDEFINING CONSUMER ROLES IN BUYING SAFER CARS
Global passenger car production in 2014 recorded 67.5 million units and 33% of these vehicles would fail United Nation (UN) crash test standards. Global New Car Assessment Programme (Global NCAP) has released the first results of the Safer Cards for India project in Janary 2014, where all but one of the five models FAILED the regulation test and scored zero star for NCAP evaluation.
Contrary in Malaysia, car safety level has been elevated through regulations and consumer based approach i.e. NCAP. The New Car Assessment Programme for Southeast Asean countries or Asean NCAP, is an automobile safety rating programme jointly established by the Malaysian Institute of Road Safety Research (MIROS) and Global NCAP upon a collaborative MoU signed by both parties during the FIA Annual General Assembly in New Delhi, India on Dec 7, 2011. The focus of the programme is to encourage consumer demands for safer cars; for more positive outcomes to prevail road casualties in the Asean region.
To date, Asean NCAP has published more than 70 ratings and will be increasing to 100 ratings by year end. There is no doubt that Asean NCAP has become a major stimulant for passenger car safety in the region. Nevertheless, a successful intervention depends on changes towards better perspective, hence accurate implementation strategy is vital to encourage more consumers to buy safer cars.
Car manufacturers, in parallel has been working closely with the government and related organizations to offer safer cars than before. Currently, new cars introduced by major manufacturers will not be adequate without 5-star Asean NCAP rating. Some do not declare the 4-star rating their cars get as it might be ridiculed by their competitors. As such, manufacturers are voluntarily offering more safety equipment i.e. blind spot indicator, autonomous emergency braking (AEB) although it is not a requirement to obtain 5-star rating. In a nutshell, this happens because car manufacturers believe that safety can sell.
Looking through local manufacturers perspective, Proton & Perodua have produced mixed results of 5 & 4 stars. Proton Iriz is the most affordable 5-star car in Malaysia, while the most affordable car, the Perodua Axia, is 4-star. Hence, it should be noted that Asean NCAP objective has been right on track so far.
As we all know consumers play a major role in the survival and growth of a business. Consumers have many choices of cars but they must be encouraged to buy safer cars. There are many factors contributing to consumers puchasing decisions of specific cars. Among those are price, brand, safety aspects, fuel economy, maintenance, reliability and even research has been done that shows consumer needs for safer cars is promising in Malaysia.
A decade ago, even to own a car with driver airbag will sound expensive. Most manufacturers do not market safety as one of their unique selling points. According to a study, the market did not promote vehicle safety design changes primarily because the manufacturer's did not believe such changes to be profitable for them, and because the general public has not shown sufficient interest in safety features to make it profitable for manufacturers to attempt to satisfy the demands. But, those days have passed and we believe it will never happen in our country again.
Therefore, to ensure the sustainability of safer cars in the country, the consumer roles need to be enhanced. More consumer demands on safer cars will result in more affordable safe cars in the future.
Nevertheless, it is pertinent for consumers to understand the level of safety for the car they intend to buy. The safety information must be made available and consumers need to be properly informed to make their choice within their available budget, while also encouraging car manufacturers to produce safer cars to increase sales. Safe cars are not an option, it should be compulsory.