WASHINGTON REPORT

BY TED ORME

SAFETY SELLS The Insurance Institute for Highway Safety says it’s time, once and for all, to bury that old adage “safety doesn’t sell.” According to an Institute survey of 227 sales managers and sales persons at Washington, D.C., area auto dealerships, only quality outranked safety as a top buyer consideration. One shudders at the idea of using salespeople as consultants on societal trends, but they man the car-wars trenches and pay their bills by knowing what car buyers want: 81 percent said quality is among the most important considerations, 68 percent said safety, and 57 percent said price. Of the safety feature most important to customers, airbags were heavily favored by 57 percent, compared to 16 percent for anti-lock brakes, 8 percent for comfortable, convenient safety belts, and 5 percent for good…

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MotorTrend (Digital) - 1 Issue, January 1991

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