Imagine a car ad that reads, “Best-in-class safety feature: auto signalling arm that indicates where you turn next.” Yes you read that right. Absurd as it may seem, say one enters a hypothetical time warp that transports to the early-1900s, the same ad copy may well have been persuasive enough to make one buy the arm slinging car.After all, it was an innovation towards enhanced safety.
Much to humanity’s relief, the auto industry has transformed itself at a breakneck pace since then, to reach where it is today. Such has been the innovation push that carmakers today continue to tinker incrementally atop an already impressive safety stack. It has resulted in safe driving experiences for car owners globally.
India, the world’s third largest automotive market, is hardly any different. As consumers become more informed and discerning, the emphasis on safety has emerged as a paramount criterion, influencing their decisions. The buyer considers safety at an equal or even higher priority compared to characteristics such as fuel economy, aesthetics and performance. There is a substantial (and growing) premium on the safety features of a vehicle.
Ashish Gupta, Brand Director, Volkswagen Passenger Cars India.
This shift is evident in the increasing attention to both active and passive safety features, as well as the importance of Global New Car Assessment Programme (GNCAP) ratings. As customer awareness grew and both OEMs and the government began prioritizing safety, carmakers are increasingly highlighting safety as a core aspect of their identity.
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The government’s introduction of Bharat New Car Assessment Program (BNCAP) in 2023 further supports this initiative, providing a framework to guide Indian OEMs towards producing safer vehicles. To delve into the subject of car safety it is rudimentary to understand that safety is generally classified into two categories: active and passive features. Active safety features are designed to prevent accidents from occurring.
For example, Anti-lock Braking System (ABS) prevents the wheels from locking up during braking, maintaining steering control, while Electronic Stability Control (ESC) helps maintain control during extreme steering manoeuvres by keeping the vehicle from skidding. Traction Control System (TCS) prevents wheel spin during acceleration by reducing engine power or applying brakes to specific wheels.
On the other hand, passive safety features are designed to minimize injury in the event of an accident. Airbags cushion as well as protect the occupants during a collision, seatbelts restrain occupants, while a strong body shell absorbs the energy of an impact, reducing the force transmitted inside the cabin.
These ratings have become a critical factor for Indian consumers when evaluating car safety. A higher GNCAP rating often translates to greater peace of mind for the buyer, indicating robust safety standards. The 2023 GNCAP report highlights a notable improvement in the safety standards of vehicles sold in India.
The Volkswagen Taigun and the Virtus, for instance, have received five-star ratings for Adult and Child occupants, showcasing the industry’s commitment to enhancing safety measures. Such ratings are crucial for consumers, as evidenced by a study from J.D. Power which found that 76% of Indian car buyers consider safety ratings an essential factor in their purchasing decisions.
The growing emphasis on safety in car buying decisions is reflective of a broader global trend. However, in India, this shift has been particularly pronounced due to several factors. Increased urbanization and rising road traffic have heightened the risk of accidents, making safety a critical concern.
Consumer awareness campaigns and stricter government regulations have played a pivotal role in this transformation. Initiatives by organizations like the Automotive Research Association of India (ARAI) and MoRTH have emphasized the importance of vehicle safety standards.
After all, the Ministry of Road Transport and Highways (MoRTH) reported that in 2022, road accidents in India resulted in over 168,000 fatalities a 12% rise year-on-year, underscoring the urgent need for safer vehicles.
The implementation of Bharat New Vehicle Safety Assessment Program (BNVSAP) is another significant step towards ensuring that vehicles meet stringent safety criteria before hitting the market. And the trickle-down effects are clear. The Federation of Automobile Dealers Associations (FADA) reported a 20% increase in the sales of cars with high safety ratings in 2023, reflecting the growing consumer preference for safer vehicles.
Companies such as Volkswagen are playing a pivotal role in democratizing comprehensive safety features, triggering focus on safety offerings by other carmakers to lure conscious buyers. Indian consumers can now make more informed choices.
As the market evolves, the importance of safety in vehicles will undoubtedly remain a critical factor in shaping the future of car purchases in India. With more OEMs in fray to innovate and tinker on the new age safety stack, roads will become safer, and the journey for every Indian car buyer will be one marked by confidence and security.
There is ample evidence to suggest that developed nations have a lower rate of car road accidents as compared to that in frontier and emerging nations. The next generation of safety features, whether active or passive, would go a long way in creating a lasting impact towards a zero accident India, especially as it pursues a Viksit future.
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