This week, the graphic effect of Australia’s vehicle crash-testing program takes the form of a smashed Hyundai Kona that is on show at Tynan Motors Kirrawee in Sydney’s south.
The display represents a partnership between the dealership, the Australian Automotive Dealer Association (AADA) and the Australasian New Car Assessment Program (ANCAP) to ensure safety is part of the sales conversation.
This is not the first time crashed vehicles have stood alongside new cars in a showroom. Hyundai has previously shown a five-star-rated Elantra in the same environment.
It will also not be the last occasion. The partnership intends to move the crashed vehicle to other dealerships to increase its audience, and is now arranging a similar program with AP Eagers and the Garry & Warren Smith Group.
ANCAP chief executive James Goodwin said it was a new initiative for the organisation which now brings its work to consumers directly at the point-of-sale.
“Dealers are crucial advocates for ANCAP and the safer vehicles message, and providing our crash-tested vehicle wrecks for display in the showroom allows dealers to discuss safety with their customers from the point of initial contact,” he said.
“Having customers able to see, touch and even sit in a vehicle that’s been crash-tested – complete with deployed airbags and dummy injury transfer paint on the dash and steering column – is a unique experience.
“By showcasing a crashed version alongside a pristine and brand-new version of the same model provides the customer with a tangible insight into the safety offered by that vehicle.”
For OEMs, Mr Goodwin said it presented an opportunity that dealers and brands can leverage to their advantage.
“Not only does it act as a drawcard to attract buyers, it presents a competitive advantage to the dealer where they can point out the safety benefits of their model over a competitor to secure a sale,” he said.
“Our consumer polling shows that of those who received safety information from dealers or vehicle brands prior to purchase, that information played a direct role in the purchasing decision of 88 per cent.”
ANCAP will provide dealerships and staff with a full briefing on the vehicle that is entering their showroom, including why that individual vehicle was selected for testing through to the injury scores recorded for each key body region.
“Nicholas (Tynan, dealer principal of Tynan Motors) was actually present at the crash test of the Hyundai Kona we have on display here at Tynan Motors,” Mr Goodwin said.
“This is an innovative way to attract and hook buyers, where safety should be at the core of all purchasing decisions.”
Hyundai Motor Company Australia public relations general manager Bill Thomas said the damaged Kona SUV was graphic proof of the five-star crash rating of the car and one that should be recommended viewing by new-car buyers.
“It shows confidence in ANCAP by showing the results of its comprehensive test program to prospective buyers,” he said.
“It also confirms that Hyundai has engineered cars designed to maximise protection for our customers.
“There was a conflicting view of displaying the crash-tested vehicles. On one hand we didn’t want to alarm buyers, yet on the other we felt it important to show how the current vehicle engineering can save lives, and how ANCAP has tests designed to prove that engineering.”
“We do see it, however, as part of the sale process.”
By Neil Dowling
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