Drivers Savor Safety Gear

DETROIT--A national study of American drivers reveals that vehicle safety features have reached a record level of popularity. Earlier this month, The Dohring Co. randomly surveyed 7,955 drivers from all 50 states who intended to purchase a vehicle in the near future.

“For the last four years we’ve seen a marked increase in consumers indicating that air bags, ABS brakes, traction control and crush/crumple zones are important considerations in new vehicle purchases,” said Rik Kinney, a Dohring senior vice president.

“A large majority of automotive consumers see safety equipment as an integral element of modern vehicles. Considering that the technologies the buying public is seeking now were almost non-existent 10 years ago, it would appear that the coming generation of devices may be accepted and adopted even more quickly,” said Kinney.

Dohring, which is based in Glendale, Calif., has been ranked by Advertising Age as one of the country’s top 50 market research firms. For more information and to view the full survey results, contact www.dohring.com.