The aim of this project was to investigate opportunities for the promotion of Safe Vehicles to the vulnerable driver groups of 17-25 years olds and drivers residing in Rural/Remote Western Australia (WA). The Safe-Vehicle related knowledge, attitudes and behaviour and type of vehicle driven by these drivers was sampled using an on-line survey which was completed by 619 drivers. Drivers were mostly responsible for the purchase of their own car. Based on the combined Australian New Car Assessment Program and Used Car Safety Ratings, 63% of the cars 17-25 year old Metropolitan drive were rated 1-3 Stars compared with 61% for same aged Rural/Remote drivers. In contrast,70.5% of vehicles driven by 26+ year old Rural/Remote drivers were rated 4-5 Stars. 1-3 Star rated cars were most commonly observed in the cars bought by younger age drivers or handed down to them. Analysis of the drivers’ attitudes indicated that financial issues and not safety have the highest priority in the selection of a vehicle. Drivers consequently endorsed initiatives to provide financial incentives to purchase Safe Vehicles. Drivers were also somewhat wary and cautious of the injury reduction claims associated with the use of Safe Vehicles and were not in favour of technologies that took control away from them as the driver. Drivers were reasonably aware of ANCAP resources (50%) but less aware of UCSR (37%). A reasonably high proportion of drivers stated they would use a Safe Vehicle resource when considering the purchase of a car in the future. Most drivers preferred to access Safe Vehicle information at the ‘point of sale’ rather than through tradition media such as television, newspapers, and radio. A number of attitudinal factors predicted the intention of younger-age drivers and Rural/Remote drivers to replace their car with one that has more safety. Vehicle age was a predictor in the model for younger-age drivers but not Rural/Remote area drivers. A Framework to Promote the use of Safe Vehicles was developed. Three Domains for Action were specified in the Framework: Legislation and Policies, Education and Marketing, and Financial Incentives.
