Consumers need to know more about the latest technology, to help continue the decline in casualties on Britain’s roads, says RoadSafe.

Director, Adrian Walsh, says, “The Department of Transport’s recent announcement of a 12% reduction in road deaths is good news. It shows all the hard work is paying off.

“But there is still a need to focus on road safety and the benefits that technology can afford, particularly for consumers.”

RoadSafe believes improved electronic safety technology, found in newer vehicles, has helped reduce the severity of crashes. However, there is evidence to suggest the majority of car owners are unaware of the latest systems.

This evidence raises concerns that consumers may not be prepared to make informed choices about safety when buying a new or second hand vehicle.

ESC is one example. It helps stop a vehicle skidding and has been on the market for more than 10 years.

Research from the Insurance Institute for Highway Safety, shows it can reduce collisions by more than 40%, but eSafetyAware has found less than 40% of the UK’s car buying population is aware of it.

The motor industry has led the way in developing ESC. It is now available in almost half of all new vehicles and, following legislation, it will be mandatory in all new vehicles by 2014.

Adrian Walsh continues, “The market is led by consumers, and uptake of this technology has been slow.

“People must be better informed of other eSafety technologies, so they can demand them when buying a vehicle.

“This is an important issue, in which car magazine editors and dealers can help, in saving lives.”

RoadSafe is supporting the eSafety Challenge 2010, at Millbrook on 13 July 2010. The key eSafety applications promoted at the eSafety Challenge are:

• Electronic Stability Control
• Blind Spot Monitoring
• Lane Support Systems
• Speed Alert
• Warning and Emergency Braking Systems
• Adaptive Headlights