eSafety Challenge 2010
The 2010 edition of the eSafety Challenge has gathered more than 300 delegates and representatives of the press in Milbrook, UK on 13 July to support the eSafety message. The event took place at the Millbrook Proving Ground and has benefited from the support of eight-time 24 Hour Le Mans champion, Tom Kristensen. The eSafety Challenge is an yearly event co-funded by the European Commission and the FIA Foundation to promote and highlight the life-saving potential of advanced vehicle safety technologies.
Opening Session
The event opened with a high-level session including speeches from notable guests including FIA Foundation Director General, David Ward, ACEA Secretary General, Ivan Hodac, Euro NCAP Chairman Andre Seeck and CLEPA President Peter Tyroller. The European Commission also showed its support to the event through the participation of Juhani Jaaskelainen, Head of Unit in the department funding the eSafety Challenge.
The motorsport world also showed their interest in the event with McLaren Racing Managing Director, Jonathan Neale (who replaced food-poisened F1-star Lewis Hamilton) and 24 Hour Le Mans champion, Tom Kristensen both participating in the opening session and iterating their support to the project.
During the session, a video statement of Mike Penning MP, UK Parliamentary Under Secretary of State has been screened. In his statement, Mike Penning MP said: “Making the best use of new eSafety technologies is crucial if we are to continue to reduce the number of people killed and injured on the roads. The eSafety Challenge plays an important role in increasing awareness of these technologies around the world and it is an initiative we strongly support”.
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eSafety exhibition
The exhibition has represented a central element of this year's event, with close to 15 companies and organisations showcasing the latest eSafety technologies and safety related projects. The exhibition included vehicle safety functions and components for passenger cars, light commercial vehicles and motorcycles as well as information about projects such as "Make Roads Safe" and "Driving for Better Business".
 
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Demonstrations
A point of attraction of the eSafety Challenge were the technology demonstrations opened by 24 Hour Le Man champion Tom Kristensen with an illustation of Warning and Emergency Braking. Those present had the chance to see Electronic Stability Control, ABS for motorcycle and Volvo City Safety in action. Speakers Andre Seeck, David Ward, Peter Tyroller, Ivan Hodac and Juhani Jaaskelainen have experienced first hand these systems during the demonstrations.
 
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Hands-on driving experience
Participants had the opportunity to experience themselves the benefits of several eSafety systems. The hands-on driving session has proved very popular among the delegates who have been able to experience the following technologies:
 
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Panel debate
In the afternoon an expert panel debate has discussed the deployment of eSafety systems in relations to car fleets. This year's eSafety Challenge has focus its message on the benefits eSafety could bring to car fleets. The panel debate saw also the launch of two important studies, one commissioned by eSafetyAware in connection to fleets and one by insurance company Allianz concerning the benefits of Automatic Emergency Braking. Euro NCAP has also used the eSafety Challenge panel debate to announceduring the new vehicle rating system that will be launched during the Paris Motor Show.
 
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Excellence prizes
The second edition of the eSafety Challange Excellence prizes has taken place during the conference dinner. The prizes were presented by ACEA Secretary General, Ivan Hodac and handed out by Le Mans champion and eSafety ambassador, Tom Kristensen, RAI 2 TV presenter, Maria Leitner and Head of Transport, Technology and Standards division at UK DfT, Jill Adam.
Mercedes Benz took the Marketing & Sales prize for an astute advertising campaign invigorating the eSafety message, and bringing the critical information to the consumer.
ADAC has received the prize for Driver Training due to their support for the eSafety message included in the ADAC Driver Safety Training since 1998, with customised courses conducted in 54 state of the art safety training facilities throughout Germany.
To reflect this year's focus on car fleets, the eSafety Excellence prizes included a category for Safety Fleet Management, won by Arval. The company has a clear policy on vehicle choice, with driver training and education, comprehensive information and regular vehicle checks. Their fleet policy makes reversing sensors, ABS and ESC compulsory.
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Supporting Study
Prior to the eSafety Challenge event, a study has been comissioned to look into the status of eSafety technologies in car fleets. With this purpose, 10 European countries have been selected, mainly on the size of their fleets: Austria, Belgium, Czech Republic, France, Germany, the Netherlands, Poland, Spain, Sweden, the United Kingdom. The study consists of two parts, one looking at fleet managers and their attitude to eSafety and the other analysing the awareness of company car users when it comes to eSafety. With this purpose 1,179 fleet decision makers and 2,006 company car drivers have been interviewed. A summary of the key results as well as the detailed data can be viewed here.
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eSafety video
A new campaign video has been launched at the eSafety Challenge. The full version can be seen here.
More information about the eSafety Challenge 2010:
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