ANCAP stars on Cars dealership program – increase sales of 4 and 5 star rated cars.
Keywords: Vehicle Safety
Safer vehicles reduce the likelihood of a crash, and of death or serious injury in the event of a crash. The safety of new vehicles varies considerably and if consumers or fleet buyers are to choose safer cars they need reliable, understandable and accessible information. ANCAP assesses the crashworthiness and safety features of new vehicles and assigns stars based on safety performance. Occupants have twice the chance of being killed or seriously injured in an ANCAP 1 star rated vehicle compared to an ANCAP 5 star rated vehicle.
The aim was to increase the sales of 4 and 5 star rated cars in South Australia. The Department for Planning, Transport, and Infrastructure introduced the ANCAP ‘Stars on Cars’ campaign. Consumers are educated through new car dealerships in South Australia, and provided with the information necessary to make the best safety decision.
Internet and print advertising is also used to elevate the importance of vehicle safety in purchasing decisions and encourage consumers to purchase 4 and 5 star rated vehicles. In 2010, 40.9% of new cars sold in South Australia were 5 Star, while in 2011 this figure had risen to 49.4%, and in 2012 this had jumped to 60.9% well ahead of the national average. This program is a great example of government and community working together in partnership to avoid death or serious injury in the event of a crash.