The Insurance Institute for Highway Safety is pushing back against suggestions that safety technology is making vehicles unaffordable. IIHS President David Harkey argues that top-rated safety can be found in vehicles costing half the $50,000 average new vehicle price, with models like the 2026 Mazda 3 starting at $24,550.
Highlights
- Five vehicles under $30,000 — including the Mazda 3, Hyundai Kona, Honda Accord, Toyota Camry, and Subaru Forester — earn IIHS Top Safety Pick+ with standard AEB and lane departure prevention
- Federal safety standards deliver 23-to-1 ROI — NHTSA calculated $881 billion in societal value against $38 billion in consumer costs in 2019
- Convenience features and vehicle size — not safety technology — are the primary drivers of rising prices
- IIHS 30×30 initiative targets 30% reduction in U.S. road deaths by 2030 through vehicle safety advancements and policy changes
Congressional Scrutiny Spotlights Affordability Debate
Vehicle affordability emerged as a central theme during a U.S. House subcommittee hearing on auto safety and innovation last week. The topic is expected to dominate upcoming Senate Commerce Committee testimony from auto executives.
Some stakeholders have proposed abandoning development of lifesaving technologies and halting efforts to expand access. Harkey contends this approach would carry significant costs in both dollars and lives.
Safety Technology ROI Documented
The evolution of vehicle safety technology has produced measurable results over decades:
- Seat belts: Estimated 450,000+ lives saved between 1968 and 2019
- Frontal airbags: Estimated 70,000 lives saved by end of 2019
- Electronic stability control: Estimated 29,000 lives saved
- Automatic emergency braking: Cuts front-to-rear crashes by 50% and pedestrian crashes by 25%
IIHS crash avoidance ratings and a voluntary industry commitment helped drive AEB proliferation. However, Harkey emphasized that government mandates remain essential for ensuring universal access to lifesaving features.
Convenience Features Drive Price Increases
The average new vehicle price reflects consumer preferences for convenience features rather than safety requirements. Buyers are paying premiums for hands-free power liftgates, puddle lights, and automatically retracting mirrors.
Vehicle size remains a major factor. The Ford F-150 starts at $39,330, with higher trim levels exceeding $70,000. Even affordable models see significant price increases when loaded with non-safety options.
The Mazda 3 base model at $24,550 rises to $36,740 for the Turbo Premium Plus trim. Additional options can push the price near $40,000 — increases driven by horsepower, wheels, leather interiors, and sound systems rather than safety equipment.
Rising Prices Create Secondary Safety Problem
Higher vehicle prices extend ownership cycles, keeping Americans in older vehicles lacking current crash protection and safety systems. This dynamic creates a secondary safety concern as the fleet ages.
The U.S. continues to lag behind other developed nations in reducing traffic fatalities. Recent years have seen road deaths trending upward despite advances in vehicle safety technology.
IIHS Calls for Continued Safety Investment
The IIHS 30×30 initiative aims to reverse negative trends by cutting road deaths 30% by 2030. The strategy requires:
- Policy changes addressing speeding and impaired driving
- Infrastructure improvements for pedestrian and bicyclist safety
- Continued advancement in vehicle safety technology
- Preservation of recent safety gains
Harkey concluded that automakers should pursue cost reductions but not at the expense of occupant protection.
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