A new study from Swansea University has found that informing drivers about the increased safety risks SUVs pose to pedestrians and cyclists has little effect on their purchase intentions. The research, involving over 2,000 UK participants, suggests that financial penalties may be necessary to reduce the number of large vehicles on roads.
Study methodology and key findings
The study split participants into two groups. One group viewed mocked-up SUV adverts that included a warning about a "significantly higher risk of fatality" to pedestrians and cyclists, while the other saw the same adverts without warnings. Awareness of SUV risks rose from 35% to 54% among those who saw the warnings, but purchase intent only dropped by 3.7 percentage points. Notably, 95% of those who initially wanted an SUV maintained that decision after seeing the warnings.
Even among participants who prioritized vulnerable road user safety, 86% stuck with their SUV purchase plans.
Context of SUV dangers
Previous research has shown that SUVs and pickup trucks are more dangerous than standard cars due to their higher, blunter front ends. A meta-analysis earlier this year found that adult pedestrians struck by an SUV are 44% more likely to be killed than if hit by a smaller car, with the risk rising to 82% higher for children.
Prof Ian Walker, an environmental psychologist at Swansea University and co-author of the study, highlighted the concept of "motornormativity" — the societal normalization of car travel without considering consequences for others. He stated: "Buying whatever vehicle we like, and driving it wherever and whenever we please without having to think about the consequences for other people, has become normalised and ingrained across our society over decades."
Implications for policy
The findings indicate that voluntary measures are ineffective, and stronger interventions are needed. Prof Walker added: "As such, it's not surprising there's a growing body of evidence that says asking or encouraging people to drive differently doesn't work, and that stronger interventions will be needed if governments want to get serious about the issue. This almost certainly includes having a more honest conversation about how driving, no matter how useful to the person doing it, imposes harms on to other people."
SUVs now account for nearly 60% of new car sales in Europe. Some cities have already taken action: Paris tripled parking charges for SUVs in 2024 following a resident vote, and Transport for London is considering extra charges for SUVs due to the greater risks they pose.
