Canadian Winters can be harsh. And if you are not properly prepared for winter in Canada, it can lead to dangerous situations from being stranded in the middle of nowhere in the middle of a snowstorm to getting into a collision with another vehicle because you couldn’t stop in time. That’s why Car Care Canada developed Car Safety Month in October. The goal of Care Safety Month is help you prepare for winter by making sensible, knowledgeable, and safe decisions about your vehicle.
What's Planned for Car Safety Month 2008?
Car Care Clinics
To celebrate Car Safety Month, a series of Car Care Clinics hosted by Be Car Care Aware spokesperson Kelly Williams will be held across Canada to give drivers an overview of proper vehicle maintenance. Although clinics will be open to motorists of all ages, the October campaign will have a special focus on women. Locations of these clinics will be available on the Be Car Care Aware Events Calendar.
Media Tour
Kelly Williams spokesperson for the Be Car Care Aware program, will be touring the country in October 2008 conducting interviews with local media. They are scheduled to visit Winnipeg, Saskatoon, Halifax and Toronto.
Car Check Events
Car Care Canada will be participating in one Car Check event in Winnipeg, Manitoba on October 4 at Safety Services Manitoba.
Market Research Shows Alarming Generation Gap When it Comes to Vehicle Maintenance
Car Care Canada conducted consumer research over the summer to learn more about driver’s maintenance habits and gage their understanding of what type of maintenance is required on their vehicles. The overall results we encouraging with 70% of drivers reporting they bring their vehicle in for maintenance at least once per year. However, when we began to look at the detailed results it became clear that we are facing a generation gap when it comes to vehicle maintenance. Today’s driving youth (18 to 24 years) don’t know what their cars need and are not taking care of their vehicles. This poses a safety threat to themselves, as well as others on the road. Here are some highlights:
- Youth are least likely to change their oil every 5,000 km and 22% of youth either had no idea when to change it or wait until the oil light comes on.
- Only 45% of youth bring their vehicle in for maintenance at least once a year versus 76% of people over 50. 22% never bring it in or only when it breaks down and 34% wait for a warning light or a strange noise.
- 10% of young drivers reported that they never put air in their tires and an additional 9% admitted they do not know how to determine the correct tire pressure.
These results identify a need to reach this market segment and educate them about the need for regular vehicle maintenance. Car Care Canada will be sharing these results with the media during Car Safety Month in October.
The good news is our message is reaching Canadians. Of those surveyed who were aware of the Be Car Care Aware program, 73% correctly identified at least some of the program’s specific initiatives. More importantly, 59% of those surveyed who were aware of the program reported a positive change in their behaviour as a result. One-third or more report an increased likelihood of checking and maintaining proper tire air pressure, completing oil changes at regular intervals, checking for burnt out headlights or brake lights, and completing a vehicle inspection or tune-up prior to a long road trip. Three in 10 reported an increased likelihood of completing preventative maintenance, of driving gently (i.e., gradual acceleration and braking) and packing an emergency kit for their vehicle. About one-quarter reported they were more likely to reduce cell phone use while driving and to reduce idling their vehicle.
Car Care Canada Hosting Car Care Clinics and Interactive Booth At This Year’s Georgian College Auto Show
For the past 22 years, Canadian Automotive Institute (CAI) students have proudly represented Georgian College and the automotive industry as captains and product ambassadors at the annual auto show. Student run, the "Largest Outdoor Auto Show in North America" continues to grow and attract more than 20,000 visitors every September.
Car Care Canada is excited to be participating in this year’s show, taking place on the Georgian College campus on September 19-20. In addition to exhibiting at the show, Car Care Canada will be hosting eight consumer car care clinics on the outdoor stage. The clinics, led by Kelly Williams, will educate consumers about the basic parts of the car, what they do, what to watch for, and when and why they need to be maintained.
Car Care Canada Award For Car Safety Journalism
The Automotive Journalists Association of Canada (AJAC) will once again be holding Testfest in Niagara-on-the-Lake the last week of October. This event invites automotive journalists from across Canada to attend and test drive and report on the new cars available. Car Care Canada is sponsoring the Car Safety Journalism award for the third year. It is awarded to the journalist who submits the best articles on car maintenance and safety. Visit the Car Care Canada website in November to find out who won.
Tune In to The Weather Network This Winter
Winter driving conditions are just around the corner. This winter, be sure to tune in to The Weather Network’s Highway Forecast before you jump into your car…and catch a Be Car Care Aware message at the same time! Car Care Canada is partnering for a third season with The Weather Network on the Weather and Your Car series which promote car safety and maintenance to keep consumers safely on the road this winter. We will be filming new segments as soon as it snows and posting them up on our website.
Car Care Canada Partners with SUN Media
We are partnering with Sun Media Newspapers again this fall to produce a Be Car Care Aware tabloid style supplement which will present articles on a variety of car maintenance and safety issues. With input from Car Care Canada, Sun Media Newspapers plans to develop a special supplement to be distributed October 24th in their major daily newspapers.
