Stop the Crash

Thatcham Research

Thatcham Research is the UK’s only ‘not for profit’ insurer funded research centre, and holds a unique position to provide a 360 degree view of the benefits or shortcomings of new and current vehicle technologies. Its research is at the forefront of vehicle safety, security and repair.

Working with the CEO, Board and in-house team, Hadstrong led a two-year, multi-faceted campaign to promote the benefits of autonomous emergency braking – at the time a relatively new safety technology. Click here to visit the Thatchem Website


The campaign included a live demonstration with the Transport Minister and senior civil servants at Thatcham in Berkshire, followed by briefings of members of the Transport Select Committee and relevant ministers and MPs.

Jim Fitzpatrick MP, an active road safety supporter and previous Transport Minister, submitted an Early Day Motion congratulating Thatcham Research for its campaign to raise awareness about the safety benefits of autonomous emergency braking and and encouraging insurers to offer insurance premium reductions to encourage people to purchase cars fitted with AEB as standard in order to support safety on UK roads.


Breakfast briefing at the House of Commons

With Minister, AA President, Select Committee Chair and senior insurance figures endorsing the message from the CEO and 200 invited guests who signed up to support the campaign.

Lobbied the Treasury to introduce tax breaks on vehicles fitted with AEB, and lobbied the Government, the Department for Transport, Highways England and Transport for London to purchase only vehicles fitted with AEB as standard.

Political, road safety, and insurance

Hosting a PACTS conference at Thatcham with the Transport Minister as guest of honour, 400 guests, live demonstrations – including an on-road platooning demonstration overseen by the Police.


Live demonstrations at major fleet events reaching 400,000 fleet buyers and managers

Engagement with fleet associations BVRLA and ACFO


The “Stop the Crash” campaign message was adopted globally via Global NCAP and continues to be supported by the Towards Zero Foundation, Bosch and Continental.

Live demo of AEB on Volvo Truck to fleets, insurers and media guests


BBC Technology Correspondent, Daniel Whitworth – filmed AEB in action, filed packages for the Breakfast Show (TV), Radio 1 Newsbeat, BBC News Channel, Radio Five Live

South Today – interview carried on main news bulletins on day of House of Commons launch

Hadstrong initiated a new What Car? Car of the Year Award to be sponsored by Thatcham Research – which it continues to do


With support from PACTS and the European Transport Safety Council the European Parliament has given the green light to new minimum EU vehicle safety requirements that will come into force from 2022. It is anticipated that all new cars, vans, lorries and buses sold in Europe will be fitted as standard with a range of new vehicle safety features such as Automated Emergency Braking which can detect pedestrians and cyclists.

European Parliament backs new vehicle safety standards.