The purpose of this commitment to road safety supports one of the top priorities of EU traffic policy, which aims to halve the number of fatalities on European roads to 25,000 by 2010. 'Skidding is the most common cause of fatal accidents - and ESP can effectively prevent it in most situations,' explains Herbet Hemming, Executive Vice President Sales in the Bosch Chassis Systems Control division. 'Every study that has examined the effectiveness of the safety system therefore points to the same recommendation - no car without ESP.'

The EU Road Safety Charter was established to persuade road users to behave more responsibly, to make vehicles safer and to develop the road infrastructure. Bosch was among the first signatories of the charter in April 2004, when the company pledged support to the EU.

Prior to signing, Bosch researched consumer awareness of active safety systems across several European countries. The findings showed that in each redion sampled, ESP was largely unknown. As a result, each of the campaigns undertaken so far by Bosch has been implemented with the aim to communicate the benefits of the technology.

The Bosch 'ESPerience' program has so far been used to explain ESP technology to over 25,000 dealer sales staff across Europe. In addition to this, Bosch has been present at a number of high profile events, including the Renault World Series races, with the 'ESP Safety Village'. This display includes state of the art driving simulators which allow motorists to undertake a risk-free virtual demonstration of the advantages of ESP, alongside comprehensive information related to the technology.

Note to editors

The driving simulators are on hand at all the significant European motor shows, and can be lent out to vehicle manufacturers, dealers, driving schools and driving safety centres for use at larger events.

Bosch has also outlined the benefits of ESP, along with a range of other safety systems, for all motorists at www.bosch-esperience.co.uk . In addition to research and information, this site includes educations fillms, animations and games to further demonstrate ESP.

In 1995, Bosch was the world's first automotive supplier to begin series production of ESP and since then, more than 20 million systems have been produced. Installation rates in the UK have steadily increased with 34 percent of new vehicles registered during 2005 being fitted with the system, up from 20 percent in 2003. However, small city cars currently have an extremely low fitment rate. 'If we remind ourselves that the majority of drivers and passengers in this kind of car are inexperienced, young people,' says Hemming. 'It is precisely these people who particularly need the guardian angel of ESP.'

Bosch media enquiries:

Chris Wakely/David Eden, Automotive PR, tel: 0207 494 8050, e-mail: cwakely@automotivepr.com / deden@automotivepr.com.

Bosch OE enquiries:

Beverley Daniels, Communications Manager, Robert Bosch Ltd, tel: 01895 878155, e-mail: beverley.daniels@uk.bosch.com.