Our latest safety innovation is designed by children.

Volkswagen spends US$13.5 billion per year on R&D.

Safety and innovation are at the forefront of this investment.

Despite making safer, smarter cars every year, they’re still faced with human error and poor decision making resulting in casualty or fatality on the roads.

In NZ, speeding was the sole contributing factor in 30% of all road fatalities between 2011 and 2014. The highest of any contributing factor.

Volkswagen set about designing a solution that would make their drivers safer.

All car brands claim to have the highest safety ratings available. ANCAP Five Star ratings are commonplace in the category.

We challenged ourselves to set ourselves apart, and reframe the conversation around what it means to be a safe car brand.

Poor decisions on the road are the result of momentary lapses in judgment.

Our rational, responsible selves take a backseat to the irrational person racing to a meeting, or overtaking a slow driver.

The Volkswagen Reduce Speed Dial is a replacement panel for the speedometer in Volkswagens. It follows all of the clarity and safety restrictions of a standard speedometer, but the dial is personally hand written by a loved one.

Children were selected from our recruited families and asked to design a speedometer for their parents’ cars. Numbers, colours and personalized drawings were created, and inserted into the family’s car, creating a personally designed mnemonic that reminded the driver what they have to live for at the exact moment they consider speeding.