Axa and road safety charity Brake have launched a multi-channel campaign urging the UK government to adopt EU regulations on vehicle safety.
Introduced in the EU in 2022, the Vehicle General Safety Regulation makes several safety features mandatory on new vehicles including advanced emergency braking and intelligent speed assistance.
Alongside 50 other organisations, Axa published the open letter to transport secretary Louise Haigh underscoring the impact the proposed regulation could have on motorists and other road users.
“Road crashes claim thousands of lives in the UK every year, so we’re calling on the government to adopt the Vehicle General Safety Regulations to help significantly improve safety for drivers, passengers and pedestrians alike,” Alain Zweibrucker, retail chief executive officer of Axa UK.
“As an insurance provider, we understand the importance of protecting what matters and Axa remains committed to prioritising road safety and promoting responsible driving habits.
“These regulations have the potential to prevent many avoidable tragedies on our roads and safeguard lives, which is something we wholeheartedly support.”
Research by Brake and Axa UK published last year showed that 63% of drivers would be willing to pay more for safety features that would protect themselves and their passengers.
It is estimated that adopting the measures in the UK could prevent more than 1,700 deaths and 15,000 serious injuries over the next 16 years, saving up to £7 billion in health costs.