The Australasian New Car Assessment Program (ANCAP) is an independent, non-regulatory, consumer information program which has been operating in the interests of Australian and New Zealand consumers since 1992. The change ANCAP has effected in vehicle safety improvements across these markets over the past two decades is remarkable. Cars have never been safer, and as a result, consumer awareness and the expectation of vehicle safety is at an all-time high.

The demand for safer vehicles by Australian and New Zealand consumers is also at a record level. Five star cars are available in all vehicle categories;​ vehicle brands now approach ANCAP to obtain ratings prior to launch in order to leverage sales;​ and ANCAP assessments are viewed as the defacto standard – from the viewpoint of both industry and consumers. This demand for safer vehicles means ANCAP cannot remain idle. Testing and assessments must evolve to encapsulate developments in technology, and communications must be refined to reinvigorate enthusiasm and consumer and industry value in a five star safety rating. Consideration must also be given to the current “saturation” of five star cars in the local market – what’s the new identifier for the top performers?

Biennial consumer and industry awareness brand tracking studies have been undertaken by ANCAP over the past ten years to assist in identifying areas of attitudinal and behavioural change among new and used car buyers and motor vehicle dealers as well as to identify opportunities to further strengthen ANCAP’s engagement with the broader community.

The 2016 study showed that, following significant gains over consecutive years, brand awareness of ANCAP among Australian new car buyers had plateaued at 74 per cent – the same level of awareness seen in 2014.

These findings highlight the importance of ongoing communications across the stakeholder breadth to ensure current levels of awareness are sustained, and new cohorts reached. This being of particular importance when considering the new vehicle purchasing environment where “car buyers are in the market for a short time and then out of the market for a long time”.

The paper explores the findings of ANCAP’s current brand tracking consumer and industry awareness study and the communications strategies through which the value of a five star safety rating can be enhanced, and its relevance maintained throughout and between consumer buying cycles.