Originated in Sweden, the campaign is intended to stop deaths and serious accidents on our roads by 2020. According to DfT figures for 2016 – the latest year for which data is available – the number of road deaths increased 4% to 1,792. The number of people seriously injured in road traffic accidents also grew 9% to 24,101.
Continental’s ambitions under the Vision Zero campaign form three evolutionary stages, moving from best in braking to zero fatalities, zero injuries and zero accidents.
It’s also working to raise road safety awareness, including the education of drivers, in partnership with IAM RoadSmart. This includes through its Vision Zero Live roadshow, which will engage road users at live experiential events across the UK and Ireland. These will see attendees take the driver seat across a range of driving modules at test track locations, with IAM leading a module that gives a first introductory session to advance driver training, observing driver habits and advising on improvements that can be made.
Neil Greig, IAM RoadSmart director of policy and research, said: “Road safety is a shared responsibility. We aim to stop unnecessary road deaths and accidents through the education and coaching of drivers. By working with Continental and supporting their commitment to Vision Zero, we continue the journey towards a road death and injury-free world.”