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7/30/2019 Borsch Esp White Book Final
1/13
www.bosch-esperience.co.uk
Safe Driving
ESP and the UK Fleet Market
7/30/2019 Borsch Esp White Book Final
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
7/30/2019 Borsch Esp White Book Final
3/13
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
7/30/2019 Borsch Esp White Book Final
4/13
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
7/30/2019 Borsch Esp White Book Final
5/13
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)
7/30/2019 Borsch Esp White Book Final
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
7/30/2019 Borsch Esp White Book Final
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
Multiple answers possible
n=215
7/30/2019 Borsch Esp White Book Final
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
Multiple answers possible
n=215
7/30/2019 Borsch Esp White Book Final
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
7/30/2019 Borsch Esp White Book Final
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
7/30/2019 Borsch Esp White Book Final
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
7/30/2019 Borsch Esp White Book Final
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
7/30/2019 Borsch Esp White Book Final
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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: