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Figure 4: The Norwegian Prime Minister Jens
Stoltenberg, is a car rally fun. Here in the Subaru driven by the
rally driver Solberg.
7
Marketing
of cars
The marketing of vehicles are spanning a wide
area. At one side is the marketing of cars by technical data and the
visual appearance of the car. The other end is the association of
speed and acceleration combined with auto enjoyment and excitement.
At this end is the marketing of Mini, a brand of the BMW Group, by
car "rally" in Tokyo. The Mini leaflet contained a CD showing the
Mini in the streets of Tokyo. The Mini passed all other cars in a
driving mode like a rally.
Other
examples are from Volvo on figure 1, showing a sailing boat in good
wind and a Volvo at high speed. The text talked about them in the
sailing boat and you in the Volvo. In both cases the appreciation of
the action sport with adrenalin pumping were promoted.
The message of joy and play is used in a number
of advertisements from cars as Mercedes, Audi, Volvo and BMW. Also
Nissan promises: "Never again a boring car."

Figure 5: This Volvo is marketed
with reference to an amusement park.
8
Media
Auto journalists seem
to have a clear preference for the freedom To. In some papers the
text is supporting the car advertisements as shown in figure 6. The
Subaru rally car driven by Solberg is shown at high speed.
The Norwegian state owned TV sends a
program named Autofil as mentioned under point 2. This program
promotes unsafe driving by supporting the enjoyment on the road. The
news paper is interested in advertisements and the TV journalist is
interested in the audience in front of the TVs. Some of them
feel
no cars.
Figure 6: Dagens Næringsliv supports Subaru.
Is this
responsible for the safe traffic on the
roads?
9
Technical possibilities
A major risk on the roads is the inappropriate
car speed. The higher speed, the higher risk for an accident and in
case of an accident, the worse damage to the vehicle and the persons
involved. The power model, developed by Gøran Nilsson and described
by Rune Elvik (2004) indicates an exponent of 4.5 for the number of
killed in relation to average speed. If this model is used for
Norway with 250 killed per year and assumed average speed of 80
km/hour, a reduction to 70 km/hour would reduce the number of killed
to 137. If the average speed was reduced to 60 km/hour the number of
killed would be 69 or close to one quarter of the present killing
rate.
From a technical point of view the vehicles
may be equipped with a black box, knowing exactly where the car is
at any time using the GPS system. This means that the car may know
the speed limit at the road used. This could also include dynamic
speed limits depending on the traffic and the friction on the road.
The navigation box may include different alternatives. One
alternative is a verbal system informing the driver if the car is
going faster than the speed limit. Another alternative is to include
a data logger writing the speed data. This data may be used by the
police in the case of an accident or by the insurance company if
that is a part of the insurance agreement with the owner of the
vehicle. The most stringent use would be to make the speed data
available for the police on line. This is quite possible from a
technical point of view. If this is a too strong system an
alternative is to limit this online information
to cars fined for too high speeds.
Further the car may be equipped with a device
making it difficult for the driver to drive faster than the allowed
speed. Other options are to install systems for driving
assistance.
Figure 7: Promotion of safety belts.
10
Politicans
The politicians main interest is to keep the
number of voters and possibly increase this in the next election.
They are afraid for promoting actions not popular for their voters.
During the last summers in Norway a promotion to
use safety belts has been exposed by posters along the main roads.
Figure 7 shows one of the posters used. If this results in more use
of safety belts, the number of injuries will be reduced. An active
promotion of careful driving has been suggested to the ministry of
transport. This has, however, not been taken notice of. They are
probably afraid for the negative comments from the drivers wanting
freedom to speed, acceleration, enjoyment and excitement on the
roads.
11
Safetraffic.info
The Website
www.safetraffic.info has been developed to expose the conflict
between the different interests. Car seller's advertisements
promoting unsafe driving has been exposed. This Website has further
been marketed by advertisements in some Web newspapers. Further this
has been connected to information to the actual companies exposed as
well as to the car sales interest organizations. This has not been
appreciated. They do not want to have explained in clear writing
what they in reality are doing. The result has been, however, that
the number of advertisements promoting unsafe driving has been
clearly reduced in Norwegian media.
This Website also exposes possible improvements
on the road systems. One example was the opening of a new segment of
the main road from Oslo to Stavanger (E39). The Minister of
Transport opened the new road with no mid barriers. She opened in
2006 a new main road which she does know is not built as a safe
road.
12
Freedom to auto enjoyment

The freedom to auto enjoyment is introduced to
our children at early age by the speed car plays at the PC or the
Play stations. By that the children are made familiar to the driving
at high speed and the related enjoyment and excitement. Figure 8 is
showing the T-shirt picture on a 8 year old boy. He was proud of the
fine T-shirt and underlined this by "Brooom - Broooom".
Figure 8: T-shirt for a 8 year old boy.
This freedom to auto enjoyment does not only
apply to the children. Figure 4 shows the Subaru rally car with the
rally driver, Solberg behind the steering wheel. As the passenger
is sitting Jens Stoltenberg, the Norwegian prime minister, also a
car rally fan. He used to drive a Mini Cooper car and makes no
secret of his car rally interest. Probably he believes this will
attract voters appreciating the freedom to auto
enjoyment.
The problem with arranged car rallies may not be
safety as long as the risk is mainly connected to the actors
themselves. As large athletic sports arrangements are regarded
positive for the promotion of athletic sports activity in the
community, car rally arrangements will probably influence the rally
fans to seek more freedom to speed and fun on the roads as well.
This does not promote a careful driving on the roads.
Some few years ago BMW used to regard themselves
as "The inventor of Auto Enjoyment". The same message was used by
Opel in an advertisement for their model Ascona as shown in figure
9. The picture of the young driver shows the excited driver of the
Opel car.
13
Freedom from
accidents
The car drivers want to have the freedom from
car accidents. No-one wants to be injured or killed if we disregard
those using the car for their suicide.
Figure 10 shows the result of an exciting drive
by two young friends in an open cabriolet. The picture indicates a
high speed driving. The passenger was killed and the driver
prosecuted. In this case the individuals having fun on the road were
the victims of the accident. In other cases the victims could as
well be innocent people in other cars or on foot or bicycle.
Figure 9: Enjoyed driver of an Opel Ascona.
The annual number of killed on Norwegian roads
had a maximum in 1998 with one person killed in average every day.
For the last 3 years the number of killed has been reduced by around
100 persons compared to the situation 10 years ago. Still around 240
persons are killed every year on the roads in Norway. This is much
too much.
14
The zero vission
The zero vision is adapted in Sweden and Norway.
This is a long term aim to avoid any killed and seriously injured in
the road traffic. This vision is set forward by the Governments in
the two countries. It is used in the political speeches and referred
to as the right way forward.
What
are the relations between the two freedoms and the zero vision? Is
it possible at all to keep the freedom to speed, acceleration,
enjoyment and excitement to the drivers on the roads and at the same
time approach zero accidents?
The zero vision is by definition close
to impossible. If this impossible aim shall have any chance to
succeed in reality, this means that the freedom from accidents have
to get the first priority and the freedom to enjoyment as we know
this, completely removed from the public roads.
Figure 10: One killed
and one prosecuted.
15
Evaluations
The basic evaluation ends in a conclusion that
we can not obtain both freedom to auto enjoyment as well as freedom
from road traffic accidents. We have to select the one of the two.
Today the freedom to auto enjoyment seems to have a high standing.
The resulting high number of killed and injured in the traffic
worldwide seems to be accepted. The auto enjoyment for the large
number is more valuable compared to the sorrow and pain for the
families of the killed and the injured. Are the two alternatives
clearly spelled out in the community? The impression is rather that
the freedom To alternative is taken for granted by the car industry
and the media. Together they make up an impressive pressure towards
the auto enjoyment environment.
The freedom From alternative is not clearly
spelled out. This alternative is rather hidden in the public domain
behind phrases as accidents, injures, boring cars, etc.
If the society change the priority and set
freedom from accidents as the first priority, the auto enjoyment on
the roads for the large number of drivers will have to be taken
away. This can be done by a massive PR campaign towards careful
driving and further installment of black boxes preventing the driver
to break the speed limits. The speed limits would further probably
have to be reduced. Systems of driver assistance might be included
limiting the driver to careful driving. The driving of cars would
then be limited to the main purpose to move from A to B. The driving
at allowed speed with quite limited number of bypassing, careful and
polite behavior in the traffic, would for many be regarded quite
boring and not very exciting. The car industry would suffer due to
no market for the cars with too large motors. Who wants a car with a
large motor if not allowed to show the back of the car to the other
drivers? The car journalists would have to be re-educated to promote
careful driving.
The possibility to get freedom From, as the main
priority is an open question. Probably a real climate change
scenario is needed to get a real push for vehicles with low
emissions and by that reduce the possibility to speed and
accelerations.
Would
the auto enjoyment be gone forever in this case? Probably not. The
children could still go to Tivoli and drive radio cars at maximum
speed. The larger "children" could develop closed rally areas where
the drivers have no speed limits and where other electronic devices
were disconnected. Probably the insurance agreements also would be
disconnected as well. With this type of auto enjoyment areas, the
freedom to speed, acceleration, fun and excitement with the car
would be allowed. The risk would be covered by the individual and
the consequence of an accident would be kept by those seeking the
freedom To. The driving on the auto enjoyment area would be
comparable to the parachute jumpers from the top of tall buildings
or from tall cliffs. It is allowed at own cost and own risk. The
experience will be exciting and a fine talk piece at the lunch table
next day - if there is a next day - alive.
The clear advantage of keeping the freedom To,
away from the public roads, are the added freedom From for the rest
of us.
Figure 11: A possible auto enjoyment area.
(Audi
advertisement: "It is hard to keep the auto
enjoyment on winter roads.")
REFERENCES
Elvik, R. et al. (2006)
Effektkatalog for trafikksikkerhetstiltak. No. 851
Institute of Transport
Economics, Norway
Elvik, R. et al. (2004) Speed
and road accidents: an evaluation of the Power Modell.
No 740, Institute of
Transport Economics, Norway
Løken, P. (2001) Organisering av sikkerhetsarbeid
i Norge - Trafikkulykker.
Transportforum 10-11. januar 2001, Linköping, Sweden.
Løken, P. (2002) Motivation
and discouragement towards road safety.
2nd Safety on road
international conference, 21-23 October 2002, Bahrain
Løken, P. (2005) Ulykkesstatestikk for de
viktigste bilmodeller på norske veier.
Transportforum 12-13. januar 2005, Linköping, Sweden.
Løken, P. (2005) Traffic
accidents and ethics. First Conference on the Ethics
of Traffic and
Transportation.”, KTH, Stockholm, Sweden.
Løken, P. (2004) Trafikkuhell i 2002 for
bilmerker og noen modeller, 48 pages. |