How the Market Reacts to NCAP in Emerging Countries?

K. A. Abu Kassim, A. Furas and S. Mustaffa

Abstract: This paper shall discuss three New Car Assessment Programs (NCAPs) in different emerging markets. Each program faces its own challenges, with different issues to be addressed and strategy worked out for OEMs, in order to benefit vehicle consumers. Two key success factors to ensure an NCAP’s effectiveness in keeping consumers well informed about vehicle safety levels in an emerging market include: (i) a capable strategic and technical team; and (ii) dynamic safety requirements in a voluntary or mandatory environment.

Keywords:Vehicle safety, car safety rating, NCAP


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