Car Accidents Caused by Car Marketing
It’s not uncommon for drivers to criticize their fellow drivers, especially when they have a car with a sporty temperament. The quick assumption is that a sporty car leads to illegal and dangerous driving.
And a study will give some food for thought to those who make this assumption. English researchers have indeed demonstrated that road traffic violations and accidents occur more often with certain cars.
According to their analysis of over 400,000 accidents, dubious driving behaviors are more common behind the wheel of Subarus, Porsches, or BMWs. In contrast, they are less common behind the wheel of cars such as Skodas or Hyundais.
A Problematic Marketing?
Beyond the brand, the researchers took into account the age of the drivers, as well as the type of road. All of this led to the hypothesis that behaviors such as speeding, running red lights, overtaking on white lines, or ignoring pedestrian crossings are linked to the brand image of cars.
However, according to Professor Alan Trapp, the rate should be the same for all brands. Yet, according to collision data from the Department of Transport, accidents occur more often among brands with “advertising and marketing that seem to celebrate driving performance”:
“We know that some car brands spend hundreds of millions of dollars each year worldwide to promote their cars with imagery that, in some cases, subtly implies a link between the car brand and high-performance driving.”
However, humans remain in control. And, while they are increasingly assisted by electronics, conflicting messages between cautious and dynamic driving could disturb them.
Manufacturers Defend Themselves
“It’s the question of the chicken or the egg,” he further defends to the Guardian. “Do aggressive drivers choose certain cars, or do the brands worsen the situation?”
However, manufacturers defend themselves. Spokespersons for the three brands, BMW, Subaru, and Porsche, emphasize the importance of road safety. The latter highlights the existence of centers for facing different situations to discover one’s car. BMW emphasizes safety in marketing, while Subaru has changed its range.
The study results are also debatable. For example, Hyundai and Skoda also have a sporty image. Both manufacturers are globally involved in rallying and communicate on this subject (which would be a shame to hide). Not enough to disturb the drivers, however.
In Summary
Drivers of cars from brands that subtly promote sporty driving may be responsible for more accidents. The fault lies with the marketing according to the study authors, while manufacturers defend themselves.