Keith Hawes

"Renault has an unprecedented seven models achieving Euro NCAP’s top five-star rating"

Renault’s decision to make safety its raison d’etre is reaping dividends as it sees fleets choosing the French marque for the first time because of unprecedented success in Euro NCAP. While vehicle wholelife costs and benefit-in-kind tax levels remain crucial in the company car decision-making process, safety has leapfrogged up the agenda, particularly in major companies. However, says Keith Hawes, Renault’s director of fleet and commercial vehicle operations, there remains much work to be done, particularly in spreading the managing occupational road risk gospel to small fleets.

It is partly for that reason that the manufacturer’s fleet department is launching a new customer relations management strategy next year, incorporating a major corporate duty of care focus. Renault has poured millions of pounds into building safety into its vehicle line-up and that has manifested itself in the company seeing an unprecedented seven models achieving Euro NCAP’s top five-star rating for occupant protection. Each Euro NCAP star is said by the organisation to reduce the risk of fatal or serious injury for occupants by 12%. Meanwhile, the European Commission says that cars awarded five stars have a 36% lower intrinsic fatal accident risk than vehicles that were “simply designed to meet the legal standard”.

Renault is Britain’s third largest fleet manufacturer, behind Ford and Vauxhall, and has seen its market share rise 4% year-on-year in a segment up 3%. Mr Hawes says: “We have won some quite large contracts within the last six months purely on the basis of the performance of our cars in Euro NCAP.” He highlights how an unnamed major UK-based construction company operating a 4,000-vehicle fleet had carried out a comprehensive operational review before choosing Renault as one of three car suppliers. “We were selected mostly because of our safety record and not because we were the cheapest supplier,” says Mr Hawes. “That particular company has a safety ethic and it wanted to reflect that in its choice list as it puts a huge emphasis on employee care.”

One area where Renault has scored highly in terms of sales is the MPV sector, which it invented, initially with the Espace and then consolidated its position with the Scenic mini-MPV. Both models have five-star Euro NCAP ratings and Mr Hawes says: “Renault is synonymous with the MPV market. A person choosing such a vehicle is doing so to accommodate their family. So the safety focus is huge.” As more companies react to legislation and Health and Safety Executive best practice advice in terms of managing occupational road safety, there is a widespread belief that many companies will seize back control of at-work travel following a few years of allowing employees to opt out of company car schemes and take cash alternatives.

“We are investing huge amounts in safety both in terms of product and educational initiatives”

Mr Hawes says: “Companies cannot afford to ignore their safety responsibilities. We live in a more and more litigious society and businesses must make sure they are not culpable. As a result, we are seeing cash-for-car alternatives being questioned in some companies, which are then taking back control of the vehicle.” Renault (UK)’s review of its own responsibilities in line with that of its retail group has seen it reduce insurance premiums by £200,000. As a further indication of its own safety-focus, the company has fitted “black box” recorders to all high performance demonstrators in a move to “protect both ourselves and our customers”, explains Mr Hawes.As well as direct evidence of fleets choosing Renault because of its safety focus, Mr Hawes says anecdotal evidence suggests that businesses are choosing the company’s cars partly as a consequence of stark advertising as well as word of mouth. Straplines that have appeared in literature include “an employee or a corporate number” and “the only good employee is a live employee”.

With professional transport managers and HR departments becoming increasingly aware of their health and safety and duty of care responsibilities towards at-work drivers, Mr Hawes says that in offering drivers a “safe” company car, the only tangible evidence is the Euro NCAP ratings as there is no other form of safety rating. “People buy or choose cars based on a range of issues, including image and passion, but safety is becoming more important in the process. In smaller companies, where there are less structured vehicle choice lists, which vehicle to drive is perhaps more of an emotional decision. We must keep hammering home the message that there are highly desirable cars in showrooms with safety built-in – the Mégane coupé cabriolet is the only five-star car in its segment,” he says.

Louis Schweitzer Creating a level playing field The European New Car Assessment Programme is driving vehicle manufacturers to make safer cars, according to Louis Schweitzer, chairman and chief executive officer of Renault. He says that Europe’s pioneering safety organisation had the respect of the motor industry and was playing a vital role in driving innovation to make cars safer. Mr Schweitzer says: “Euro NCAP is driving us to make safer cars. Five years ago, safety was a very low consideration when buying a new car. Now it is one of the most important factors. The industry respects the work of Euro NCAP – we all think that it is fair – it has created a level playing field for manufacturers. “Euro NCAP provides the facts that either back or buck manufacturers’ claims about a car – it provides a vital reality check.” His comments came as Euro NCAP chairman Professor Claes Tingvall, presented Mr. Schweitzer with official certification marking the award of five stars for occupant safety to the Renault Modus – the first supermini to receive the top-level mark. Professor Tingvall says: “Renault deserves credit for its continued quest to build safer cars. This is the seventh five star award to be made to the company – a real milestone in motoring. Euro NCAP is making major inroads in ensuring that safety is one of the essential market forces driving change in car design and manufacture. “We will not leave it just to legislation – but will continue to allow the public to make informed choices when making a purchase decision.”

Despite Renault’s investment in safety as one of the company’s core values, the company is keenly aware that market research continues to highlight Swedish rival Volvo as the number one car brand for safety. Mr Hawes says: “We are investing huge amounts in safety both in terms of product and educational initiatives under the ‘Safety for All’ banner. As a result of that investment, we are determined to move opinion and make sure people are aware of what we are doing.” To that end, although not aligned to any single risk management provider, Renault is working with a number of experts as it gears up to launch a new fleet customer relations management strategy next year.

“We are the only manufacturer to set such rigid tandards”

Part of the strategy involves the development of a website that will provide a range of added value services, particularly targeting small fleets that are not under the control of a full-time fleet manager. It is likely that a number of downloadable templates will be available to guide businesses through their occupational road risk responsibilities and enable them to put in place their own risk management strategy. A further feature will be a virtual fleet management service through which they will be able to have their questions answered on a range of key fleet subjects, including at-work driver safety, by experts. In addition, a CD ROM animated safety presentation

is likely to be distributed to contract hire and leasing companies and outright purchase fleets that will demonstrate to company car drivers the function of key safety features on models, such as electronic brake assist. While the performance of Renault’s cars in Euro NCAP crash tests have won plaudits, the company is keen to stress that it is equally safety focused in relation to its light commercial vehicle range, where ABS is standard across the line-up and the Master is equipped with electronic brake assist. Meanwhile, all commercial vehicle conversions are Renault-approved to ensure the integrity of the vehicle is maintained. Mr Hawes says: “We are the only manufacturer to set such rigid standards. I have seen some very dangerous conversions and they would simply not get approved by Renault.” In addition, Renault is investing significant sums of money in putting its range of frontline ambulances, rapid response and patient transport vehicles through approved crash-testing procedures. Although there are European standards for vehicles, they are not currently mandatory.

The Renault Modus Supermini breaks new ground in safety The Renault Modus is the first supermini to secure the maximum five-star rating in crash tests carried out under the European New Car Assessment Programme. The model, which entered UK showrooms in the autumn, also broke new ground by being the first in its class to achieve the coveted four-star rating for child protection. Confirmation of the vehicle’s five-star performance marks a major milestone in car safety design – proving that small cars can be as safe as bigger models for their occupants, says Euro NCAP. The supermini’s achievement of a five-star rating takes to seven the number of Renault models scoring the top mark. The manufacturer’s five-star performers are: Espace IV, Vel Satis, Laguna II, Scénic II, Mégane II, Mégane Coupé Cabriolet and Modus. Adrian Hobbs, secretary general of Euro NCAP, says: “A supermini offering five-star occupant protection will help reduce death and injury on the roads. It proves once and for all that if manufacturers are committed to safety, they can introduce leading-edge safety designs that will protect people in the event of an accident. The Modus rating shows that you don’t have to buy a big car to be safe.” Euro NCAP tests showed that the Modus offered a high level of protection to passengers thanks to: A strong passenger compartment with an efficient energy-absorbing front structure Sophisticated seatbelts that detect the impact and tighten to help prevent the wearer from slipping under the lap belt in the impact An audible seat reminder that sounds and an icon on the dash display that illuminates if drivers forget to fasten their seatbelts. A six airbag system ISOFIX attachments for child seats Powertrain components (engine, gearbox, battery, casings and other parts) that on impact stack and nest into each so that the cabin structure can crumple as programmed. The magnesium frame of the steering wheel deforms and the steering column retracts. The brake pedal collapses to the floor to reduce the risk of lower limb injury, while footwell padding on the driver and passenger sides protects shins and ankles Analysis of the car’s crash test performance showed that the damage sustained by dummies demonstrated the effectiveness of its restraint system, with its two-stage adaptive front airbags and dual pretensioner. The body crumpled perfectly, so dissipating energy and preventing any engine parts from intruding into the cabin. Jacques Faure, head of passive safety at Renault says: “Modus’ performance is particularly satisfying as it’s more difficult to protect the occupants of a small car. The Euro NCAP rating is the pinnacle of the approach developed by Renault for many years now – ‘Safety For All’. Our aim is to provide maximum safety for front and rear-seat occupants in all cars, large or small.”