What are the main challenges and opportunities for improving vehicle safety in emerging markets?

1 Regulatory standards

One of the main challenges for improving vehicle safety in emerging markets is the lack of consistent and stringent regulatory standards. According to the World Health Organization, only 40% of the world's countries have adopted the most important vehicle safety regulations, such as seat belts, airbags, electronic stability control, and pedestrian protection. This means that many vehicles sold in emerging markets do not meet the minimum safety requirements that are common in developed countries. To address this challenge, automotive engineers need to work with policymakers, industry associations, and consumer groups to advocate for the adoption and enforcement of global best practices and standards.

2 Customer awareness

Another challenge for improving vehicle safety in emerging markets is the low level of customer awareness and demand for safety features. Many consumers in emerging markets prioritize factors such as price, fuel efficiency, and design over safety when buying a vehicle. They may also have misconceptions or lack of information about the benefits and functions of safety technologies. For example, some consumers may not wear seat belts or use child restraints, or they may disable airbags or electronic stability control systems. To overcome this challenge, automotive engineers need to collaborate with marketers, educators, and media to raise awareness and educate customers about the importance and value of vehicle safety.

3 Local adaptation

A third challenge for improving vehicle safety in emerging markets is the need for local adaptation and innovation. Emerging markets have diverse and complex road environments, such as varying road quality, traffic density, weather conditions, and driving behaviors. These factors may affect the performance and suitability of safety systems that are designed for developed markets. For instance, some safety features may not work well on unpaved roads, or they may be triggered by false alarms due to erratic traffic patterns. To tackle this challenge, automotive engineers need to conduct extensive research and testing to understand the local needs and preferences of customers and stakeholders, and to customize and optimize safety solutions for different markets.

4 Technology advancement

While there are many challenges for improving vehicle safety in emerging markets, there are also many opportunities for innovation and growth. One of the main opportunities is the advancement of technology, such as artificial intelligence, sensors, connectivity, and automation. These technologies can enable new and improved safety features, such as advanced driver assistance systems, collision avoidance systems, blind spot detection, lane departure warning, adaptive cruise control, and autonomous driving. These features can enhance the safety and comfort of drivers and passengers, as well as reduce human error and traffic accidents. Automotive engineers can leverage these technologies to create safer and smarter vehicles for emerging markets.

5 Market potential

Another opportunity for improving vehicle safety in emerging markets is the huge market potential and demand. Emerging markets are expected to account for more than 60% of global vehicle sales by 2030, according to a report by McKinsey & Company. This means that there is a large and growing customer base for vehicles that offer safety, quality, and affordability. Moreover, as the income and education levels of consumers in emerging markets increase, they may also become more aware and willing to pay for safety features. Automotive engineers can tap into this opportunity by developing and offering vehicles that meet the needs and expectations of customers in emerging markets.

6 Social impact

A final opportunity for improving vehicle safety in emerging markets is the positive social impact and contribution to sustainable development. Vehicle safety is not only a technical issue, but also a public health and social issue. According to the World Health Organization, road traffic injuries are the leading cause of death for people aged 5-29 years, and more than 90% of these deaths occur in low- and middle-income countries. Improving vehicle safety can help save lives, prevent injuries, reduce health care costs, and improve social welfare. Automotive engineers can play a key role in making a difference and creating a safer and better world for everyone.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?