Drivers informed about the safety risks posed by SUVs to cyclists and pedestrians are highly unlikely to be dissuaded from purchasing one, according to new research. The findings suggest that if governments aim to reduce the number of large, dangerous vehicles on roads, financial penalties may be necessary, say psychologists at Swansea University who led the study.
SUV Dangers Highlighted
Multiple studies have demonstrated that sport utility vehicles (SUVs) and similarly oversized domestic vehicles like pickup trucks are more hazardous than standard cars for pedestrians and cyclists. The elevated risk largely stems from their taller and blunter front ends. A meta-analysis of safety research earlier this year found that an adult pedestrian struck by an SUV is 44% more likely to be killed than if hit by a smaller car, with the figure rising to 82% for children.
Study Methodology
To assess how these risks influence purchasing decisions, the study surveyed a UK-wide sample of over 2,000 individuals, including both drivers and non-drivers, randomly divided into two groups. One group viewed one of three mocked-up SUV advertisements that included a warning about a "significantly higher risk of fatality" to pedestrians and cyclists. The other group saw the same ads without the safety warnings.
Both groups answered questions about their awareness of SUV-related risks before and after viewing the ads. Among those who saw the warnings, awareness rose from 35% to 54%. However, when asked about their intention to buy an SUV as their next car, the proportion only decreased slightly. Compared to the group viewing standard ads, they were merely 3.7 percentage points less likely to choose an SUV after seeing the safety warnings.
Negligible Impact
The overall effect was negligible: 95% of those who initially intended to buy an SUV maintained their decision despite being informed of the risks. Even among participants who considered the safety of vulnerable road users an important factor in their car choice, 86% stuck with their SUV plans.
Professor Ian Walker, an environmental psychologist at Swansea University and co-author of the study, has extensively researched "motornormativity"—the tendency to judge car travel differently from other aspects of life. He stated: "Buying whatever vehicle we like and driving it wherever and whenever we please without considering consequences for others has become normalized and ingrained across society over decades."
He added: "It's not surprising that a growing body of evidence shows asking or encouraging people to drive differently doesn't work. Stronger interventions will be needed if governments want to address the issue seriously. This almost certainly includes having a more honest conversation about how driving, no matter how useful to the individual, imposes harms on others."
Policy Responses
With SUVs now accounting for nearly 60% of new car sales across Europe, some regions have begun addressing the challenges they pose, including higher emissions due to increased weight. Paris tripled parking charges for SUVs in 2024 following a resident vote. Transport for London is considering additional charges for SUVs in the capital, partly due to the greater risks they pose to others.
