Vehicle safety technology report

In this report we explore what drivers think about vehicle safety features including advanced emergency braking, intelligent speed assistance and attention warning in case of driver drowsiness. We wanted to understand how much drivers know about the technology in their cars and find out how important safety is to them.

We surveyed 2,016 car drivers about their knowledge of vehicle safety technology in their cars and how they use it. This research was carried out in March 2025 by independent market research company SurveyGoo.

Key findings:

• 87% of drivers say the safety rating is important when choosing a new car
• Two-thirds (66%) of drivers are willing to pay more for safety features that protect themselves and their passengers
• 68% of drivers believe advanced emergency braking should be mandatory in all new vehicles

The report highlights that people want themselves, their families and the people they share the roads with to be safe. It also reveals a widespread lack of understanding about the life-saving features that are available on many vehicles on our roads.

In September 2025, as this report goes to press, we are still waiting for the new Road Safety Strategy to be published, so we reiterate our call on government to listen to the evidence, and commit to adopting the latest Vehicle General Safety Regulation updates, thereby making life-saving vehicle technology such as intelligent speed assistance, advanced emergency braking and driver drowsiness detection mandatory for all new vehicles.

We also call on driving instructors, employers, insurers, vehicle manufacturers and sellers to do everything they can within their sphere of influence to promote the life-saving benefits of these vital safety features, and help every driver understand how the latest vehicle technology can make our journeys safer, by preventing crashes, and reducing the likelihood of death and serious injury if a crash does occur.