The National Highway Traffic Safety Administration (NHTSA) recently reported that automakers recalled 51.26 million vehicles in 2015 in 868 campaigns—both industry records. NHTSA also reported that research into improving recall campaigns has found that consumers who receive recall notices too often make their own risk assessments about whether to have their vehicle repaired. The research also found a strong tie between socioeconomic status and recall completion.
In response, NHTSA is launching a year-long digital ad campaign, “Safe Cars Save Lives,” in an attempt to raise the public’s awareness of what consumers need to do to protect their families from vehicle defects. The ads will promote tools for looking up vehicle identification numbers to check for recalls, and encourage people to take action on repairs. NHTSA also encourages auto dealers to make clear to their customers that recalls are a safety risk that should be addressed.