esure recognises AEB drivers in motor insurance reductions

esure Group has announced that through its esure and Sheilas’ Wheels brands, it is recognising the safety benefits of Autonomous Emergency Braking (AEB) systems by offering premium reductions across particular Volvo, Mazda and Mercedes models1 from mid-April 2014.
 
The reductions aim to encourage people to purchase cars fitted with AEB as standard in order to promote safety on UK roads. According to Thatcham Research, AEB reduces the occurrence of low speed crashes by around 20% as well as being important in mitigating the effects of higher speed crashes.
 
AEB systems often use a combination of radar, lasers and optical sensors to identify pedestrians and other vehicles and some automatically apply the brakes if the driver does not respond in time while others make a noise to warn the driver of impending danger.
 
There are many variations of AEB systems across the UK car market and Thatcham Research is currently working on an accreditation program to help consumers make the right choice for them.
 
Andrew Lowe, Head of Motor at esure, said: “As a technology, AEB has the potential to significantly reduce casualties on UK roads and that can only be a good thing; so we have been looking into how we can encourage the uptake of cars fitted with the systems to promote driver safety.”
 
“We are firmly in support of the Thatcham Research ‘Stop the Crash’ initiative to raise awareness of the benefit of AEB and hope that the premium reductions we’re announcing today encourage others in the industry to follow suit.”
 
Peter Shaw, Chief Executive of Thatcham Research said: “This initiative is a great boost to our ‘Stop the Crash’ campaign to cut deaths and injuries on our roads. Ninety percent of road crashes are due to human error or distraction. Currently 23 percent of new cars on sale today have AEB as optional or standard fit – yet less than 10 percent of cars sold have AEB specified.”
 
“We hope that, ultimately, regulation or a Government incentive of £500 will accelerate take-up of AEB-fitted cars, but esure’s extra incentive should help reward those motorists who take a responsible approach to being on the road.”