Honda and GM have already pledged to offer standard electronic stability control (ESC) on every vehicle they sell in the US, but Toyota may be looking to beat them to the punch. The company has noted a high "take" rate on the feature when offered as an option, and it's likely that advertising pushes by the aforementioned competitors has something to do with the enthusiastist push as well. While it's been difficult to prove the effectiveness of ABS from a statistical standpoint, ESC has proven itself to be very useful in preventing accidents of all types.
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