Take-up rate of 'safety packs' still low

Safety is an optional extra that buyers can do without. We all suspected it was so, but Mazda has provided further evidence that the buying public will dispense with safety features during the negotiation process for a new car.

During the media launch for the Mazda2 three-door (more here), Mazda Australia's MD, Doug Dickson, revealed that the take-up rate for the car's safety pack option is just 20 per cent, globally. The safety pack option, priced at $1100, comprises side-impact (thorax) airbags for front-seat occupants, side curtain airbags, stability control and traction control.

"There's still perhaps an amount of education required, among drivers, but [20 per cent] is certainly a lot more than it was, say five years ago," says Dickson.

That education issue may become academic, if the Victorian government has its way and all new cars are fitted with standard stability control.

Dickson expressed support for the idea, but did stress that it had to be a national (federal government) initiative.

"There's certainly a push from the Victorian government, but right now, our research indicates that customers want a choice... They want to decide.

"I think we agree with the direction they're taking, but the difficulty is that the way they're going about it could result in cars being able to be imported into Australia -- fully compliant with ADRs -- and yet not being able to be registered within certain states.

"And if there is going to be such a push, it really needs to be done on a national level. We need certainty, we need cost-effectiveness. And the last thing any manufacturer wants to do is make cars for five or six different markets in Australia.

"We have no objection whatsoever to the direction. In fact it's very similar to our own safety strategy.

"The other difficulty is of course that once Australia gets out of sync with EEC regulations, there are models that will be denied to us under unique Australian design laws.

"We're not really a big enough market to warrant a totally independent set of regulations."

Is it any wonder governments and motoring associations lead the charge for improved vehicle safety though, when new car buyers are either apathetic or cash-strapped?

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