Benchmarking Promotion and Deployment Activities Regarding Intelligent Vehicle Safety Systems in the European Union

This paper presents the results of a Benchmarking study performed in the European Union on Awareness and Promotion & Deployment activities related to Intelligent Vehicle Safety (IVS) systems (1). The study, commissioned by the European Commission under the Intelligent Car Initiative (a i2010 flagship initiative), consisted of three phases: definition phase, data collection and analysis. The definition of the indicators and identification of the stakeholders made use of the translation of the AIDA-concept (Acceptance, Interest, Desire, Action) to the IVS systems context: the AUWE-concept (Awareness, Understanding, Willingness-to-buy, Equipment). It identified potential activities of different stakeholders to influence deployment of IVS systems. In the second phase data for the different stakeholder groups was collected by means of a web questionnaire in the 27 concerned countries. The data revealed that the different countries in the EU have different levels of awareness and are currently working on a wide range of promotion and deployment activities. In the analysis it was shown that promotion and deployment activities addressing the “willingness-to-buy” lacks attention. This resulted in recommendations for the commission in setting up a set of guidelines in order to assist the countries and stakeholders in these countries to raise awareness and to unfold promotion and deployment activities in a efficient manner