A RETROSPECTIVE ANALYSIS OF THE GENERAL MOTORS AIR CUSHION RESTRAINT SYSTEM MARKETING EFFORT, 1974 TO 1976

This is the report of a study which attempts to support the National Highway Traffic Safety Administration's current air bag effort by reexamining General's Motors' unsuccessful air bag marketing effort in the mid-1970s. The study is based on 3 data sources: documents relating to the air cushion restraint system (ARCRS) program; interviews with GM dealers; and interviews with consumers. GM's approach to ARCRS marketing is examined. The results of all phases of the study are presented. The reasons why the GM effort failed are set forth. It is noted that a major prerequisite to marketing air bags is to allay consumer fears and doubts which permit the system to be dismissed as not cost effective.

• Corporate Authors:

  Booz, Allen and Hamilton, Incorporated

  National Analysts Division, 400 Market Street
  Philadelphia, PA  United States  19106
• Publication Date: 1983-7

Media Info

• Features: Appendices; References;
• Pagination: 53 p.

Subject/Index Terms

• TRT Terms: Air bags; Consumers; Cost effectiveness; Marketing
• Identifier Terms: General Motors Corporation
• Subject Areas: Safety and Human Factors;

Filing Info

• Accession Number: 00497464
• Record Type: Publication
• Source Agency: National Highway Traffic Safety Administration
• Report/Paper Numbers: HS-039 703
• Files: HSL, USDOT
• Created Date: Sep 30 1990 12:00AM