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Bosch's John Clack said: "ABS is 25 years old and it took 20 years to become standard. We've had 10 of ESC so far, but the move to standard we hope will be quicker.
"We've done several presentations to ACFO groups and we've already trained car dealers to sell the systems, with the cooperation of the manufacturers. Across the UK we've trained in excess of 3000 dealer sales staff."
Clack pointed out that ESC, where it's available as an option, is only ordered by 1% of car buyers because it's in competition with more tangible extras such as metallic paint, alloys and uprated stereos.
Andrew Marsh, Thatcham's manager in charge of ESC, added: "Fleet managers are in a unique position to make the most difference, because they control the most cars."
Thatcham's data shows that if 100% of cars were fitted with ESC as standard it would save 400 lives a year and reduce the serious injury total by 3000.