Decades ago the executives of the major car manufacturers in Detroit mulled over one question: Does safety sell? Interestingly, although the executives had statistics on traffic deaths in their hands, it was a question left more to the carmakers' marketing departments than the actual car engineers and builders themselves. As is the case in any highly competitive industry, the pursuit of market share dictates that corporations must explore every angle that could set its product apart from competitors. Even so, when carmakers in the early 1960s first introduced front seatbelts, the executives' concerns were whether the additional costs for the safety devices would eat into profits. Then there was the larger concern over what the emphasis on safety might do to the image of the industry. No other consumer product in the post-World War II era reflected the sunny optimism of the American dream than the automobile. Given that finely honed Madison Avenue image, many in the industry balked about placing a spotlight on safety that could also raise fears about the physical dangers of driving.

It was up to Ralph Nader, in one of the greatest examples of muckraking journalism, to open the great public debate over car safety when in 1966 he published Unsafe at Any Speed. In a critical examination of the carmakers' quest for profits over safety, he single-handedly ended the production of the Chevrolet Corvair and firmly fixed the public's attention on safety. Ironically, Nader's success in casting carmakers in a negative light ended the industry's debate over profits vs. safety by giving the carmakers the opportunity to become the consumers' great protector. In the decades following Nader's book, the industry–with some prodding by the government–has introduced safety features such as front and backseat shoulder belts, front and rear shock-absorbing bumpers, anti-lock brakes, and driver/passenger airbags. It also spawned any number of associated items such as child safety seats and introduced the Consumer Reports car safety rankings, which most car buyers have memorized before they walk into a dealership.

Does Safety Sell?