IIHS Study Finds 43% of Car Ads Promote Speed and Performance
An IIHS study finds 43% of car ads emphasize speed and performance, normalizing risky driving. Speed-related crashes account for 29% of road deaths.
The Insurance Institute for Highway Safety (IIHS) released a study examining how car ads influence drivers' attitudes toward speed. Researchers looked at nearly 3,000 ads that aired on television and social media in 2018, 2020, and 2022.
According to IIHS, 43% of ads highlighted performance-related features: speed, handling, traction, braking, or power. The most common was traction, appearing in 27.5% of ads. Speed as a separate theme featured in 16.3% of ads.
But other themes were equally prevalent: family practicality appeared in 28.1% of ads, comfort and convenience in 24.3%, the car as an escape in 22.3%, and design in 21.5%. The most common theme overall was discounts and pricing, at 40.5%.
IIHS argues that ads featuring aggressive driving may reinforce the cultural link between cars and speed. Still, the study itself acknowledges that a direct connection between car ads and driver behavior has not yet been proven.
In 2024, speed-related crashes in the U.S. killed 11,288 people—29% of all road fatalities. Against this backdrop, IIHS contends that without stricter advertising regulations, risky driving behavior will remain normalized.