SUV Ads Called Misleading

October 2003

According to a claim made by 40 state Attorney Generals, auto makers are misleading the public by running ads that promote the safety of Sport Utility Vehicles (SUVs). This claim came as the National Highway Traffic Safety Administration (NHTSA) released its latest crash statistics.

While not referring to a specific manufacturer or specific ad, the Attorney General for Florida, sent a letter to auto makers warning them that they could be subjected to deceptive advertising claims for ads that:

• fail to warn buyers of an SUVs "unique handling problems and high centers of gravity."
• "may encourage unsafe driving habits".

Auto makers do not deny that SUVs handle differently than normal automobiles. They point out that rollover accidents only account for 2.5% of all accidents. In addition, they state that the majority of fatalities in rollover accidents happen to those who do not wear a seat belt. However, in 2002, SUV rollover fatalities increased by almost 10% while those for passenger cars increased by 4%-5%.

The NHTSA's research shows that 2002 saw the highest auto-related fatality rate since 1990. In 2002, there were 42,850 auto-related fatalities. There were 734 more automobile-related fatalities between 2001 and 2002. SUVs and pick up trucks combined to account for 53% of this increase.

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