ChooseESC! Luxembourg launches national ESC campaign

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Luxembourg launches national ESC campaign

The Minister of Transport Lucien Lux made the opening speech of the campaign 28 January 2009 at the Colmar Berg driving centre where the press also had the opportunity to experience ESC on the test track. “Studies show that ESC can reduce skidding accidents with 80% and save 4.000 lives and more than 100.000 accidents a year in Europe which is a driving force for The Ministry of Transport to launch this campaign. This is not solving all road safety problems but is avoiding a lot of unnecessary accidents and mortalities.” Mr Lux said.

The national ESC campaign in Luxembourg is the first ESC campaign in the world focusing on the car dealerships. Half of all cars sold during the year are sold in the auto festival period from 31 January to 9 February 2009 which is also the target period for the Luxembourg campaign. The Ministry of Transport will together with a number of car dealers use the festival to inform car buyers about the benefits of having ESC in the car. The campaign will be running paralel media advertising. The Ministry of Transport is member of the eSafetyAware association which is supporting the campaign with ESC material. Jacob Bangsgaard, FIA Foundation mentioned at the press conference how important it is to provide the consumers with information about the safety benefits as long as ESC by many manufacturers still is only proposed as an option. It can be difficult to understand what the advantage of ESC is from the sales material and even difficult to see if it is included in the options selected in a new car as it is sold under various names.