Borsch Esp White Book Final

7/30/2019 Borsch Esp White Book Final

1/13

www.bosch-esperience.co.uk

Safe Driving

ESP and the UK Fleet Market


2/13

Employees are a companys most valuable asset

and those who drive or work purposes have a

crucial role in the companys perormance.

Statistics in Britain show that between 800 and

1000 people are killed annually whilst driving at

work. Work-related road saety and the careul

management o its risk are now a vital issue that

no company can aord to ignore.

The European Union has set out the ambitious

target o halving the number o road atalities

by 2010. We certainly need to do all that we can

to reduce the risk o death and serious injury on

our roads.

Along with driver saety training and occupant

protection systems, crash avoidance technologies

like ESP (Electronic Stability Program) also

known as ESC (Electronic Stability Control) oer

business leaders and leet managers an eective

and lasting solution to risk management.

ChooseESC! a public awareness campaign

supported by the European Commission and Euro

NCAP, is promoting the huge saety potential o

ESC to save lives . Research shows that ESC

could reduce the likelihood o being involved in

a atal crash in the UK by as much as 25%. So

as President o this campaign I would urge all

leet operators to take this simple step: I you are

thinking o renewing your leet make sure it has

ESC on board!

Introductions

ACFO represents leet operators throughout the

UK and I am delighted that our membership has

enthusiastically supported and participated in this

important research on ESP. In 2007 56 % o new

car sales were unded by the corporate sector,

so in making their leet choices, leet managers

need to be aware o vehicle saety technologies.

When reviewing the latest sales analysis or

electronic stability control in the UKs top 10 leet

cars, it is disappointing to see that the installation

rate is eight percentage points below the UK average

o 45 %.

The results o the research provide ACFO members

with a oundation to build rom. Almost 20 % o

leet managers are already speciying ESC as

compulsory equipment within their own company

vehicle policy. The task now is or all leet manage

to demand that ESC is included in discussions wit

their vehicle supplier and to support the majori

call to make ESC standard equipment.

Ask your vehicle(s) supplier or cars and vans wiESC on board!

David WardDirector General, FIA FoundationPresident eSaetyAware! and theChooseESC! campaign

Julie JennerACFO Chairman


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Active Saety Systems

The Electronic Stability Program ESP combines the

unctions o the Antilock Brake System ABS and the

Traction Control System TCS and additionally helps

drivers to avoid crashes by signiicantly reducing the

danger o skidding.

ESP is an evolution o the pioneering ABS

technology irst launched by Bosch in 1978.

In critical driving situations, the wheels o a vehicle

may lock during braking, thus reducing the adhesion

between tyres and the road surace. Locked wheels

prevent the steerability o the vehicle and increase

stopping distances. ABS detects imminent wheel

locking and modulates braking pressure at individual

wheels. With ABS the driver can brake saely and

steer around sudden obstacles.

Loss o control o the vehicle can occur not only while

braking, but also when starting o and accelerating,

particularly on slippery roads and on hills. Based

on ABS technology, the TCS prevents wheels rom

spinning by applying the brake at the spinning

wheel and by reducing the drive torque. With TCS

the driver maintains control o the vehicle whenaccelerating and has optimal traction.

Sudden manoeuvres such as rapid steering

and countersteering, sudden lane changes and

obstacle-avoidance may create vehicle instability

and lead to skidding. ESP becomes active when

skidding is imminent. It detects the risk o a skid at

an early stage even beore the driver and uses the

vehicles brakes to steer the vehicle saely back on

track. 25 times a second it compares whether the

drivers steering intention corresponds to the actual

direction o the vehicle. I the vehicle moves in a

dierent direction and starts to slide out o control,

ESP intervenes instantly by braking the relevant

wheel. This selective braking intervention generates

the desired counteracting orce, so that the vehicle

reacts as the driver intends.

Stability is particularly important in the case o vans,

since their design and use leave them with tighter

saety margins. Depending on the load, a vans

centre o gravity and weight can shit signiicantly.

The load-adaptive ESP provides an optimised

solution or these vehicles and moreover signiicantly

reduces roll-over.

ESP substantially reduces the complexity o the

steering process in critical situations and lessens the

demands placed on the driver.

ESP in the UK Market

The number o vehicles equipped with ESP has

increased steadily. The latest installation rate

data shows that 47 per cent o newly registered

vehicles in Europe were equipped with ESP. In

the UK this rate amounts to 45 per cent o all new

car registrations and 37 per cent o the top 10

leet models. Whilst in the premium car segment

ESP has long been considered a standard saety

itment, in the high-volume small to compact

segment this active saety system hardly eatures

as standard equipment. Only 31% are sold with

ESP .These segments account or over two thirds

o new cars sold in the UK. ESP can be oered asstandard equipment or as a actory itted option.

In July 2007, the ChooseESC! campaign was

launched in the UK market. Under the patronage

o the European Commission and Max Mosley,

President o the FIA, the campaign aims to improve

road saety on European roads through the

acceleration o the ESP itment in new cars.

In September 2007 the European Commissio

announced its intention to make ESP mandato

on all new vehicles as per 2011. In the United State

a mandatory requirement to equip all vehicles up

4,5 tons with ESP as per September 2011 h

been passed in April 2007.

ESP is mainly oered as a actory itted option. When renewing your leet

- ask or ESP!Active Saety Systems are crash avoidance technologies that help drivers to

prevent accidents. The Electronic Stability Programme ESP has been heralded

as the biggest lie-saver since the introduction o the seat belt.

1978 1986

1995

ESPCounteracts

skidding

Accelerationwithout

wheel slipSafebraking

TCSABS

Activ

eDrivin

gSafe

ty


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The wider prolieration o ESP across the vehicle

leet has allowed the evaluation o its eects in

actual crash situations in many countries. In June

2007 the Department or Transport published

the irst study that investigated the eectiveness

o ESP on British roads. The study ound that

vehicles equipped with ESP are 25 per cent less

likely to be involved in a atal accident than those

without it. It concluded, that i every vehicle were

itted with ESP 380 lives could be saved and

7,800 accidents avoided each year.

The HSE estimates that up to one third o all road

traic accidents involve someone who is at work.

The road saety toll amounts to 20 atalities and 250

serious injuries every week and a total cost or UK

business o up to 2.7 bn pounds.

Work-related road saety and the careul

management o its risk have recently gained attention

with the arrival o the Corporate Manslaughter and

Homicide Act in April 2008. The new legislation

can hold companies and organisations accountable

or manslaughter on the basis o gross corporate

ailures in health and saety resulting in atalities.

The Department or Transports Driving or Better

Business Campaign managed by ROADSAFE

aims to cut work related injuries whilst driving

on business.

Euro NCAP, ROADSAFE and UK insurers research

organisation Thatcham, strongly recommend new

car buyers to choose cars equipped with ESP.

To assist private and corporate buyers in their

vehicle selection, Thatcham provides an ESC

itment rate guide or each car model sold in the

UK (www.thatcham.org).

It is o paramount importance or leet operators

to estimate the total cost o ownership or the

running time o their leet and to optimise

its cost.

The beneit o ESP in avoiding accidents has a

direct impact on reducing a companys accident

costs - which according to EurotaxGlasss

International account or 13 % o a

leets total cost o ownership.

ESP can also contribute to reducing

depreciation. With contract hire

agreements running or a time

period o up to ive years a new car

purchased today with ESP on board!

will assist in the re-marketing o the

vehicle ollowing the end o the hire

agreement. The European Commission

has announced its intention to mandate

ESP or new cars sold within the

European Union rom September

2011 onwards. It is expected that ater

this date it will become increasingly

diicult to re-market a car without

ESP on board!

Human resource proessionals also welcom

the development o ESP on company vehicle

Lost working days and associated medical an

insurance costs arising rom employees involve

in vehicle accidents can have a signiica

impact on personnel costs and resultant lo

o productivity.

Driving or Better Business ESP The Business Case

When it comes to keeping employees saely on the road, the investment in

ESP can make a dierence.

Tyres

5%

Tax

6%

Management Fees

2%

Fuel

14%

Maintenance

8%

AccidentManagement

13%

Cost of ownership

Interest

8%

Depreciation

44%

Source: EurotaxGlasss International AG 2006


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What are the general areas covered under your fleet policy in

terms of vehicle choice?

215 respondents took part in the survey which

was conducted in November and December 2007.

One third o the respondents were ACFO members.

The total size o the leets managed by the

respondents amounted to 54,725 cars and

22,625 vans.

The survey respondents work in a cross section

o industries throughout the UK or both private

and public sectors. 30% o companies have a

workorce o more than 1000 employees.

The majority o respondents have car leets o over

50 vehicles and LCV leets o under 50 vehicles.

30% had no LCVs.

Over hal o the respondents identiied themselves

as decision makers and all had inluence over

leet decisions. Over 30% reported that HR

managers and directors were involved in leet

management, ollowed in signiicance by the

Managing Director and Finance Director.

Contract hire was the principal method o leet

unding or over 60% o respondents. 88% had a

leet policy in place.

Qualitative research was also undertaken with

eleven leasing companies managing 900,000

vehicles and with our rental companies.

The survey has been conducted by apd Fleet

Research consultancy.

60%

59%

56%

54%

47%

45%

43%

40%

38%

33%

29%

27%

21%

17%Resale value

Goods to be transported

Euro NCAP star rating

Purchase price

Comfort equipment

BIK Tax

Fuel consumption

Mileage

Brand

Safety Equipment

Leasing cost

Engine type (diesel/petrol)

CO2 Emissions

Duty of care

Prompted answers

Multiple answers possible

n=189

Duty o care is cited by 60% o respondents as

an important leet management policy issue.

The Corporate Manslaughter and Homicide Act,

which comes into eect in April 2008, will reinorce

this concern.

Ensuring sae working conditions or employees

by providing a sae vehicle can be viewed in this

context: 47% o the respondents state that saety

equipment is an integral part o their leet policy.

Apart rom criteria related to saety, the economic

aspect is o paramount importance in leet policies.

With 59% o the respondents citing CO2 emissions

being part o their leet policy, this criterion

a close second. Along with environment

considerations, the associated costs are a k

actor: CO2 emissions are directly relected in th

BIK tax.

Duty o care and emissions are mainleet management issues

Research Methodology Research

A good sae leet is a cost-eective leet.

(Leasing company)

Saety is coming high on the agenda,

particularly over the last 12 months.

(Leasing company)


6/13

0% 20% 40% 60% 80% 100%

6%

11%

13%

14%

16%

17%

23%

25%

26%

27%

36%

42%

46%

47%

94%

89%

87%

86%

84%

83%

77%

75%

74%

73%

64%

58%

54%

53%Engine Power

Brand

BIK Tax

Residual value

Fuel type

Euro NCAP rating

Comfort and equipment

Environment

Price

Maintenance costs

Fuel consumption

Legal obligations/Duty of care

SafetyReliability

V ery important/important Not at al l important/not important

86%

82%

64%

60%

56%

50%

46%

35%

31%

9%Other

Restriction ofdriving hours

Restriction ofvehicle choice

Safety equipment

Communication

Accident analysis

Driver training

Vehicle checks

Policy i.e. use ofmobile phones

Checkingdriving licenses

How do you rate the following in terms of their importance whe

deciding which vehicles to include on your fleet?

Have you recently introduced any initiatives to improve

the road safety of your employees?

Which type of actions have you recently introduced?

Saety issues continue to remain at the

top o many leet managers agendas.

However, when it comes to actually

managing leets, these saety concerns

do not always readily translate into

initiatives to improve road saety: only two

thirds o the leet managing companies

have recently introduced initiatives to

prevent accidents.

No

Yes

61%

39%

Companies that have introduced

initiatives to improve road saety mainly

ocus on actions linked to their duty o

care and legal obligations.

60% o the companies conirm to have

conducted driver training and 50% made

drivers aware o saety relevant issues

by communicating related inormation.

Only 46% said they have integrated

additional saety equipment in their leet.

n=215

Reliability is cited as the most important criterion

or selecting vehicles. 94% o the respondents say

it is either important or very important, while the

relevance o this criterion can be viewed in the

context o its direct impact on leet costs.

Considering the high relevance o other

economic criteria such as uel consumption,

maintenance costs, or the price or the vehicle

choice, leet managers ocus on cost contr

is apparent.

Saety however is the second most cruc

criterion or vehicle choice and is either importa

or very important or 89% o the leet decisio

makers. Duty o care is a close third and stress

again the importance o saety as a vehic

selection criterion.

Saety is an important criterionor selecting a vehicle

Initiatives to improve road saety

Prompted answers

Multipleanswerspossible

n=131

Prompted answers

n=215


7/13

53%

48%

27%

27%

11%

6%

6%

6%

6%

6%

5%

5%

4%

3%

2%

2%

1%

1%All cars are safe

Complies with regulations

Sat Nav

Head restraints

Safety kit

Air conditioning

Traction control

A safe driver

Crumple zones

Fit for purpose

Hands free phone system

Parking sensors

Trusted brand

Side impact protection/safety cage

ESP

Good NCAP rating

AirbagsABS

69%

31%

No

Yes

Considering vehicle safety, do you have minimum safety standards

in your fleet policy that your vehicles have to comply with?

Saety does not only play an important part in the

choice o vehicles, the majority o companies state

that minimum saety standards are integrated in

their leet policy.

What is a safe car to you, what features or equipment

should it have?

When asked spontaneously, 53% o the

respondents cite ABS as an important vehicleequipment, ollowed by airbags with 48%. ESP

and EuroNCAP come in joint third position

with 27%.

The importance o active saety systems becomes

clear when considering their ranking: they

represent two out o the three most important

criteria.

Some equipment, such as ABS and airbags a

standard on all new passenger cars. On the othhand, ESP oten remains an option. I vehicl

are to be itted with this lie saving equipmen

leet decision makers have to keep in mind th

need to make sure the vehicle has ESP on board

n=189

Importance o active saety systemsMinimum saety standardsare a must

A sae car would have nothing lower than a

4 star NCAP rating. (HR Manager)

Unprompted answers


n=215


8/13

39%

32%

25%

24%

21%

20%

19%

14%

13%

7%

4%

3%

2%

6%Other

Distance management

Speed regulator

Satellite Navigation

CD player

Bluetooth

Metallic paint

ESP

Safety kit

Air conditioning

Hands free car kit

Alarm

ABS

Airbags

43%57%

No

Yes

Do you specify any particular equipment or features as

compulsory on your fleet?

When asked, only 43% o the leet decision

makers state to have compulsory equipment

on their leet which leaves an alarming 57% o

companies that have not mandated any eatures.

What equipment or features are compulsory on your

vehicle fleet?

When leet decision makers speciy compulsory

equipment on leet vehicles, the top two listed itemsare saety related: 39% o the decision makers state

that airbags are required on their leet, ollowed by

ABS with 32%.

ESP is mandated by 19% o the leets. Consequent

81% still do not require an electronic stabilprogram as standard equipment in their le

although it has been recommended by EuroNCA

and worldwide studies unanimously prove the li

saving beneits.

n=215

Active saety systems are rarelymandated by leets

Compulsory leet equipment

I wouldnt drive a car without ESP in a million years. (Leasing company)

Drivers should have the best cars they can. I dont expect my drivers to have to pay or saety.

(HR Manager)

Prompted question


n=215


9/13

66%

34%

No

Yes

'

i l

i l

Described correctly

31%

Described wrongly

50%

Don't know

4%

Described correctly in parts

15%

Have you ever heard of ESP?

Although 66% o the decision makers conirm to

have heard o the electronic stability program,

one third o the leet managers have not heard o

ESP yet.

What are the benefits of ESP?

The majority o respondents are not aware o the

beneits o this lie saving technology. This lack o

knowledge inhibits demand and thereby a urther

widespread prolieration o ESP.

Whats more, 66% o the decision makers sta

that ESP had not been brought to their attentio

when they last reviewed the vehicles to b

included in their leet with their leasing compani

or manuacturers.

n=215

Awareness o ESP Beneits o ESP

It detects that the vehicle has gone into a skid and adjusts the power to the wheels to keep the

vehicle in lane. (Fleet manager)

Can help prevent skids and allow the driver to take evasive action. (Fleet manager)

Detects when the car is skidding and compensates through braking on the our wheels.

(Business services manager)

I ESP is known

n=124


10/13

92%

81%

67%

47%

43%

38%

35%

33%

29%

24%

22%

21%

18%

10%

2%Other

Thatcham

Institute of car fleet management

Colleagues in your own company

Euro NCAP

Television

Colleagues in other companies

Exhibitions and conferences

Insurance companies

Associations such as ACFO

Leasing companies

Internet

The general press

Fleet press

Vehicle manufacturers

& sales network

No

Yes

No

answer39%

38%

23%

55%28%

17% No

Yes

No

answer

Do you expect your leasing

company to give you advice on

fleet policy and vehicle choice?

Does your leasing company

advise you sufficiently about

vehicle safety?

How do you keep yourself informed about vehicle safety

systems?

Fleet decision makers have high expectations

towards leasing companies: 55% want to be advised

on leet policy and vehicle choice while more than

one third o the decision makers believe that their

leasing company does not provide suicient advice

on vehicle saety.

This is certainly one explanation why leasing

companies are currently not among the most

important sources o inormation or leet

managers, in particular when it comes to

road saety.

Fleet management advisory services such as du

o care management are increasing in importan

or leasing companies. Fleet managers expe

the consultants advice to include inormation o

vehicle saety.

In this context, one o the UKs largest contra

hire and leasing companies called on all business

to have electronic stability control as a mandato

eature on company cars.

A large majority o leet decision makers keep

themselves inormed by OEMs and their dealer

network. The specialised leet press comes second

with 81%.

Surprisingly, leasing companies are at 43%, ater the

internet with 47%.

Obviously, these players have a high responsibility

o providing relevant inormation about saety

systems such as ESP.

Prompted answers

n=215

n=215 n=215

Relevance o leasing companiesas consultants

Shared communicationresponsibilities


11/13

0% 20% 40% 60% 80% 100%

75%Yes

0% 20% 40% 60% 80% 100%

11%

26%

23%

6%

47%

89%

74%

77%

94%

53%ESP should be made compulsoryby law

ESP contributes to the safetyof the employees

ESP should be essential to riskmanagement and road safety

ESP should be part ofthe fleet policy

ESP should be standard equipmentfrom car manufacturers

Agree Disagree

The majority o leet decision makers acknowledge

that ESP is essential saety equipment and

should be itted as standard.

Ater the beneits and unctions o ESP were

explained, 75% o the leet decision makers are

convinced o its added value and will take into

consideration to have it itted to all their new

company vehicles.

Will you be considering ESP to be fitted to all your new

company vehicles in the future?

Do you agree with the following statements?

ESP should be standard equipmentESP itted in uture leet vehicles

There shouldnt be an option on saety. (Leasing company)

Manuacturers should ultimately provide the saest vehicles they can. (HR Manager)

Ater the benefts o ESP were explained

n=215

Ater the benefts o ESP were explained

n=215


12/13

What is ESP?

ESP or Electronic Stability Program is a vehicle

saety technology that can help a driver avoid a

crash by reducing the danger o skidding. Every

day drivers are aced with potential skidding

hazards. A child suddenly runs into the road; the

door o a parked car suddenly opens, or a car

in ront suddenly changes lane. These scenarios

require rapid and emergency steering manoeuvre

actions. Without ESP the car or van will most

probably skid potentially causing a atal or

serious accident.

How does ESP work?

ESP is always active. 25 times per second ESP

checks the drivers steering intention against the

actual vehicle direction. When these are not in

sync, and the car is starting to slide out o control,

ESP intervenes by braking the relevant wheel.

ESP can also automatically reduce engine torque

during the avoidance manoeuvre.

Can ESP be retrofitted on vehicles?

ESP cannot be retroitted. Thereore it is important

or the new car or van buyer to ask or ESP either

as standard equipment or a actory itted option.

Is ESP different from Antilock

Braking System (ABS) and Traction

Control System (TCS/ASR)?

ESP incorporates ABS and TCS with the additional

beneits o stability control. By preventing the

wheels rom locking up, ABS keeps the vehicle

steerable under emergency braking. TCS prevents

the wheels rom slipping when accelerating and

ensures optimal traction. While ABS and TCS work

in the longitudinal driving direction, ESP assists

in the sideways lateral driving movements which

lead to skidding.

Are there studies proving the

effectiveness of ESP?

Independent studies to assess the eectiveness

o ESP have been undertaken by vehicle

manuacturers and road saety organisations in

Europe, Japan, Australia and the United States.

In June 2007 the UK Department o transport issued

a report that concluded that vehicles itted with

Electronic Stability Control are 25% less likely to

be involved in a atal accident than those without

it equating to 380 ewer atal accidents each year.

Accordingly ESP technology is placed high on the

UK road saety agenda ater the seat belt.

Why should ESP form an integral

part of a road safety strategy?

Governments, agencies and road saety

organisations are continuously evolving their

national road saety strategies to reduce deaths

and accidents on roads. Vehicle saety orms

an essential strand o national strategy. The

HSE estimates that up to one third o all road

traic accidents involve someone who is driving

at work.

Is ESP a cost effective investment?

Investing in ESP is cost eective or both leet and

human resources managers. Fleet managers can

see potential reductions in leet management costs

particularly in costs o ownership and added value

to leet re-marketing. Human resource managers

can view ESP as potentially reducing employee

accident, absenteeism and insurance costs with

the beneit o keeping company vehicle drivers on

the road working or the inancial beneit o the

company.

Do drivers have to change their

driving behaviour when they drive a

car with ESP?

No. ESP supports the driver in critical skidding

situations. It does not require any change in driving

styles or behaviour. Drivers should always drive

attentively and careully.

Does my vehicle fleet need ESP if

my vehicles are only driven short

distances?

Yes. Emergency avoidance skidding situations ca

unortunately occur at low speeds and dieri

road conditions e.g. ice.

In my company employees have

regular driver training. Is this not

sufficient?

Driver training is an important part o a company

risk management policy. Choosing ESP is

additional measurable tool in reducing risk an

combined with driver training provides a sae an

eective solution.

Does ESP have different names?

Yes, though the majorit y o European c

manuacturers call it ESP, this lie-sav

is also known as DSC (Dynamic Stabili

Control), VSA (Vehicle Stability Assist), and VS

(Vehicle Stability Control).

Full details o Electronic Stability Contr

applicability and naming or new cars sold in the U

can be viewed at www.thatcham.org.

Frequently asked questions


13/13

For urther inormation please contact:

David Fulker

Head o UK & Ireland Marketing

BOSCH Chassis Systems Control Division

Robert Bosch Ltd

PO Box 98, Uxbridge

Middlesex, UB9 5HN

Telephone: +44 1895 83 8531

Mobile: +44 77 68 84 64 96

E-mail: [email protected]

www.bosch-esperience.co.uk

This research is supported by:

Documents

Borsch Esp White Book Final