Ford South Africa launches consumer safety awareness programme ahead of upcoming holiday season
With the annual festive travel season approaching, Ford South Africa is launching its new "30 Days of Safety" education programme, an annual nationwide consumer awareness initiative designed to help motorists better understand and use the safety technologies available in modern vehicles.
Despite encouraging progress in reducing road fatalities, South Africa's roads remain among the country's most significant public safety challenges, particularly during the year-end travel period when traffic volumes increase substantially. As millions of South Africans prepare for long-distance journeys in the coming months, Ford believes driver awareness and education can play an important role alongside vehicle technology in helping reduce risk on the road.
“While vehicle safety technology has advanced significantly over the past decade, awareness and adoption have not always kept pace. Features are designed to assist drivers by helping to enhance situational awareness, support safer driving practices and provide alerts or interventions in certain driving situations. Through this campaign, we’re aiming to bridge that gap through practical education, expert guidance and accessible safety content,” says Tarryn Knight, Head of Marketing for Ford South Africa.
Safety has always been fundamental to the way Ford designs, engineers and builds its vehicles. Ford’s campaign aims to keep the focus on practical awareness, preparation and the continuous evolution of vehicle safety that supports safer road use.
“Over the 30 days’ in the run-up to the 2026 school holidays, Ford will launch a dedicated road safety initiative designed to help motorists better understand the technologies, innovations and everyday driving behaviours that can contribute to safer journeys. The campaign will bring Ford’s commitment to safety to life through practical information, expert insights and education, demonstrating how vehicle technology and responsible driver and pedestrian behaviour can work together to help make South Africa’s roads safer,” says Knight.
From Lifeguard to intelligent safety systems
Ford’s approach to safety has evolved significantly over the decades. In the 1950s, Ford introduced its Lifeguard safety concept, incorporating features such as a deep-dish steering wheel, safety-type seat anchorage and improved door locks, while seatbelts were also introduced as part of Ford’s early focus on occupant protection.
Today, that philosophy has evolved into sophisticated active and passive safety systems designed to assist drivers in identifying and responding to potential hazards, help mitigate certain risks and provide additional occupant protection should an accident occur.
Across its modern vehicle range, Ford incorporates a broad suite of safety technologies, with more advanced systems available depending on the model and specification. These include technologies such as advanced braking systems, driver assistance technologies, fatigue detection, towing assistance and pedestrian safety.
Quality is part of safety
This relationship between safety and quality is particularly evident in Ford’s South African manufacturing operations.
Ford’s Silverton Manufacturing Plant in Pretoria is one of the global production hubs for the Ranger, with locally produced vehicles destined for customers in South Africa and more than 100 international markets. The plant has undergone significant investment in advanced manufacturing and quality-control technologies, with every Ranger subjected to extensive inspections before it leaves the factory.
More than 1 000 quality confirmation checks are performed on each Ranger, alongside hundreds of electronic diagnostics and electrical tests. Advanced systems are also used to inspect vehicle bodies and identify defects that may be too small to detect with the naked eye.
For Ford, these processes demonstrate a simple principle: quality and safety are inseparable! A vehicle is unable to deliver the intended level of safety unless the components, systems and manufacturing processes behind it meet the required standards.
Why 30 days?
The 30-day programme is designed around a simple principle: people are more likely to remember and apply safety knowledge when they engage with it consistently over time, helping turn awareness into safer driving habits.
This campaign will demonstrate how Ford’s safety technologies are designed to work in real-world driving conditions, where situations can develop quickly and drivers may need additional assistance to help identify and respond to potential hazards and mitigate certain risks.
“Ultimately, the 30-day campaign is designed to reinforce a message that extends beyond any individual vehicle or technology: safer roads require safer vehicles, better-informed drivers and a shared commitment to responsible road use. Thirty days gives us the opportunity to move beyond a single safety message and build understanding over time, helping motorists not only learn about vehicle safety technologies, but remember and use them when it matters most on South Africa's roads,” says Knight.
Disclaimer: Vehicle safety and driver-assistance features are designed to supplement, and not replace, attentive driving, safe driving practices and compliance with road traffic laws. Drivers remain responsible for the operation of their vehicles at all times. Features and availability may vary depending on vehicle model and specification.
*Information provided by the publicist.
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