Bosch continues to use a variety of ways to increase awareness among North American consumers about the benefits of electronic stability control (ESC).

Most recently, Bosch launched its first effort to get information about ESC directly into the hands of dealer sales people. In September, Bosch began working with Buick in their two-month, 28-city tour to introduce the new ESC-equipped Buick LaCrosse sedan to dealers across the country.

Banking on research that shows dealers as the primary source of information for vehicle buyers, Bosch developed and provided training material on the benefits of ESC and how it works, as well as input about driving maneuvers to demonstrate it. The material is used as part of the five-hour classroom training and ride-and-drive sessions Buick is presenting to sales teams at several U.S. dealerships this fall.

“ESC technology is still not well understood by North American consumers,” said Rich Golitko, director, ESC marketing. “We believe one of the best ways to get ESC information to vehicle buyers is to make sure that dealer sales people are well informed about the technology. Then the sales people can convey the benefits of stability control to vehicle buyers and answer their questions.”

Golitko said that training sessions have already been conducted in Seattle, Denver and Kansas City with approximately 250 dealer sales people. “ The response to our training material and the ride event have been very positive,” he said. As OEMs launch new vehicles equipped with Bosch ESC in the future, Bosch will be supporting these vehicle introductions with ESC training material.

This year, Bosch also has been a major sponsor of BMW’s “Ultimate Driving Experience” to promote the brand new ESC-equipped BMW X3 sport activity vehicle.

The 2005 Buick LaCrosse, which replaces Buick’s Regal and Century models, is equipped with the following from Bosch (as standard or optional):

• Park Pilot
• Alternator
• Antilock braking system; traction control (engine-only or brakes and engine, depending on the model); electronic stability control
• Fuel rail assembly or engine management system, depending on the engine. System includes Bosch’s integrated air fuel module, fuel injectors, spark plugs, ignition coils, motronic ECU, canister purge valve, temperature sensor, crankshaft sensor, camshaft sensor, knock sensor, oxygen sensors and mass airflow sensors.
• D20 solenoid actuator for the automatic transmission

Electronic stability control is an active safety technology that helps drivers maintain control of their vehicles and prevent crashes before they occur. ESC incorporates anti-lock brakes and traction control but goes a step further. Using additional sensors, ESC compares a driver’s intended course with the vehicle’s actual movement. When instability is detected, ESC automatically applies brakes to individual wheels – with no intervention from the driver – and can also reduce engine torque to help keep the vehicle on track.

On September 23, 2004, NHTSA released the results of their preliminary study on the effectiveness of electronic stability control. Among vehicles in the study, ESC reduced single-vehicle crashes in passenger cars by 35 percent. The study also found that ESC has proved particularly effective for SUVs. (See NHTSA’s complete news release.).

“NHTSA’s preliminary study on the effectiveness of ESC is the first study of actual crash data in North America,” said Rich Golitko. “The results align very closely with studies previously conducted in Germany and Japan that show ESC does reduce crashes and help save lives.”