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SYLVANIA AUTOMOTIVE LIGHTING’S ANNUAL SURVEY INDEXES MOTORISTS’ NIGHTTIME DRIVING FEARS

Upselling Premium Headlights Can Help Make Driving Safer and Ease Top Fears ​

 

AAPEX, Las Vegas, Nov. 1, 2011 – Our nation’s forest friends make motorists more nervous when driving at night compared to any other distraction, says a recent survey commissioned by SYLVANIA, the world leader in automotive lighting. The survey was conducted online from September 16-20th, 2011 by Harris Interactive on behalf of SYLVANIA among 2,284 U.S. adults aged 18+, of which 2,079 drive at night.

90 percent of licensed drivers who take to the road after dark are concerned with potential nighttime hazards. Almost half (48 percent) noted animals darting out into the road as their primary concern, while 42 percent indicated poor visibility and 35 percent named bad weather conditions. A much smaller amount identified car-related troubles – nearly one in four reported being concerned about breaking down at night; and less than one in five worried about getting into a car accident.

“What is very clear as a result of this survey is that most drivers have real, tangible fears associated with nighttime driving” said Joe Verbanic, Marketing Manager for SYLVANIA Automotive Lighting. “But by simply upgrading to better, brighter headlight bulbs, drivers can ease many of their concerns – especially those that topped the list.”

Yet 55 percent of drivers indicated they either have never changed their bulbs or didn’t know the last time they were changed on the vehicle they most often drive. SYLVANIA sees this as an opportunity for aftermarket retailers to talk to drivers about their nighttime driving needs and whether a bulb replacement is in order.

“Since headlight bulbs can dim up to 20 percent in two years – a fact more than half of drivers were unaware of – each year they go unchanged makes night driving increasingly more dangerous for drivers and passengers,” said Verbanic. “We recommend checking your headlight performance once year and replacing them every two years for best performance.”

SilverStar® ULTRA headlight bulbs by SYLVANIA are up to 50 percent brighter than worn, standard halogen bulbs, and provide up to 50 percent increased side road visibility and 40 percent increased down road visibility – equal to about half the length of a football field in some instances.

Since nighttime driving can’t be avoided, taking simple measures like installing a new set of headlight bulbs might help minimize some of those nighttime driving fears, improve driver safety and provide greater peace of mind.

To coincide with the onset of shorter days and longer nights, SYLVANIA recommends retailers consider staging lighting demonstrations or special planograms to help ease any concerns motorists might have and to let them know there are solutions.

For more information about the full line of headlight replacement bulbs from SYLVANIA or to view an online catalog, visit www.sylvania.com/auto. You can also download the free SYLVANIA iPhone app at the iTunes store, which makes it easy for counterstaff to help motorists find the correct replacement headlights, signal bulbs and almost all other auto bulbs for their car, truck, van or SUV. For general information on all SYLVANIA lighting, including home, commercial and auto, connect with the brand team on facebook.com/sylvania, at Twitter handle @sylvania, or at www.youtube.com/sylvanialight.

 

Survey Methodology
This survey was conducted online within the United States by Harris Interactive on behalf of Sylvania from September 16-20th, 2011 among 2,284 U.S. adults aged 18+, of which 2,079 drive at night. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Sativa Ross at sross@webershandwick.com.

About OSRAM SYLVANIA Automotive Lighting
OSRAM SYLVANIA, together with OSRAM AG, is the world leader in automotive lighting for original equipment manufacturers (OEMs) and the aftermarket. The company’s global automotive lighting division has its principal North American operations in Hillsboro, N.H., with nearly 600 employees. In addition to TS 16949, this facility has also achieved ISO 9001 and 14001 certifications. Automotive Lighting designs, develops, manufactures and markets state-of-the-art automotive light sources, including auxiliary, advanced halogen, LED and high-intensity discharge lighting for interior, exterior and forward lighting applications. More than 400 lamp types are produced for cars, trucks, and electronics in facilities throughout the U.S., Europe, and Asia. Automotive applications for OEMs are marketed under the OSRAM brand while products for the aftermarket are sold under the SYLVANIA brand.

About OSRAM SYLVANIA
OSRAM SYLVANIA is a leader in lighting solutions and services, specializing in innovative design and energy saving technology. The company sells products for homes, businesses and vehicles primarily under the SYLVANIA brand name, and also under the OSRAM brand. Headquartered in Danvers, Mass., OSRAM SYLVANIA is the North American operation of OSRAM AG, a wholly owned subsidiary of Siemens AG. For more information, visit www.sylvania.com or follow us on Facebook and Twitter.

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