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Toyota constantly preaches that safety is a top priority. To further back up those claims, the automaker has announced a new research program: The Collaborative Safety Research Center. Located at the Toyota Technical Center in Ann Arbor, Michigan, the CSRC examines the science of safety with the goal of reducing the number of traffic fatalities and injuries on American roads. The best part about the program is related to the first word in its name – collaboration. Toyota isn't keeping this data in-house, instead sharing it with top universities, hospitals, research institutions, federal agencies and other projects or groups whose goal is to make driving a safer experience.

Researchers from North America and Japan will work together at the Michigan location testing everything from driver-distraction to vehicle, passenger and pedestrian safety. Toyota estimates that it will spend $50 million on the CSRC over the course of the next five years. A full press release is posted after the jump.

[Source: Toyota]
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Toyota Launches New Collaborative Safety Research Center in Ann Arbor, Michigan
Industry-Wide Safety Projects to Focus on Children, Teens and Seniors in Collaboration with Leading U.S. Institutions

ANN ARBOR, Michigan – January 9, 2011 – Toyota announced today that it is launching a new, advanced safety research center that will collaborate with leading North American universities, hospitals, research institutions, federal agencies and other organizations on projects aimed at reducing the number of traffic fatalities and injuries on America's roads.

Toyota's new Collaborative Safety Research Center (CSRC) will be based at the Toyota Technical Center (TTC) in Ann Arbor, Michigan and will involve Toyota researchers and engineers from North America and Japan. The new initiative builds on Toyota's ongoing commitment to safety and quality leadership. The company estimates that it will commit approximately $50 million over the next five years to fund CSRC.

The collaborative research will pursue integrated ways to enhance safety, involving the vehicle, driver and traffic environment. Initial areas of focus will include reducing the risk of driver distraction – a growing cause of accidents – and helping to protect the most vulnerable traffic populations, including children, teens and seniors. These populations account for approximately 30% of U.S. traffic fatalities.

In addition, CSRC will conduct in-depth analyses of available accident and human behavior data to support stakeholders' efforts to evaluate and speed deployment of active safety systems.

Announcing the new safety initiative, Toyota Motor Corporation President Akio Toyoda said, "Toyota's new safety research center will work with leading North American universities and other partners on safety projects that benefit the entire industry. Our investment will support collaborative research aiming to reduce driver distraction and increase the safety of vehicles, drivers, passengers and pedestrians."

Chuck Gulash, a Senior Executive Engineer at the Toyota Technical Center, will serve as Director of CSRC. He will report to Shigeki Terashi, who is a managing officer of Toyota Motor Corporation and the president of TTC.

"Toyota has always tried to take a comprehensive approach to creating a safe, sustainable automotive society through advanced vehicle safety technology, intelligent transport systems and traffic safety education," Mr. Gulash said. "We have a long history of working closely with North American partners to achieve our safety objectives, and our new collaborative research initiative will build on this tradition. We intend to publish as much of the research as possible so that it is available to federal agencies, the industry and academia."

Charter Partners: University of Michigan, Virginia Tech, The Children's Hospital of Philadelphia
The University of Michigan, Virginia Tech and The Children's Hospital of Philadelphia Research Institute will be charter partners in the new Collaborative Safety Research Center. Toyota will also reach out broadly to other universities, hospitals and research institutions in North America to invite proposals for research into advanced automotive safety.

Toyota is supporting the University of Michigan Transportation Research Institute (UMTRI) on a multidisciplinary project to assess the potential benefits of advanced safety systems in a systematic way, combining their expertise in driver behavior, crash data analysis and driver modeling.

"We at the U-M Transportation Research Institute share Toyota's enthusiasm for maximizing the societal benefits from leading-edge safety research, and will leverage this generous support with the full range of our research laboratories and databases," said UMTRI director Peter Sweatman. "This program will allow leading safety researchers to collaborate on complex issues affecting the most important elements in the automotive safety equation – the drivers and passengers who are also our family, friends and colleagues. With Toyota's continuing support, we will be able to test and disseminate research findings more widely, and to seek a more rapid rate of improvement."

Toyota's collaboration with Virginia Tech involves research into the effectiveness of an electronic coaching and monitoring system for newly licensed teenage drivers to help reduce unsafe driving behaviors. Toyota will have an active role in guiding this "Driver Coach" project alongside partners including the National Institute of Child Health and Human Development (NICHD) of the National Institutes of Health.

"Given that newly licensed teen drivers are three times more likely to be involved in a fatal crash than their adult counterparts, Toyota's support of our Driver Coach project is of utmost importance," said Dr. Tom Dingus, Director of the Virginia Tech Transportation Institute, developer of the Driver Coach system. "Based on our previous teen driving research, we can now determine, with actual video, the kinds of behaviors teens engage in while driving. The next step is to educate the teens and their parents with feedback about unsafe, and safe, driving behaviors with the ultimate goal of helping teens become better drivers."

Toyota will join The Children's Hospital of Philadelphia Research Institute in a pilot study to create America's first publicly available national crash surveillance system focused on child vehicle occupants. Such a system will be used to monitor trends in child passenger safety, assess the performance of new safety technologies for children and serve as a national resource to assist researchers, industry and policy-makers to set the agenda for child passenger safety in the U.S.

"Toyota's support is critical to allow us to further advance efforts to broadly and accurately measure the burden of motor vehicle crashes on children's health and well-being on a national level," said Dennis Durbin, MD, MSCE, Co-Scientific Director of the Center for Injury Research and Prevention at The Children's Hospital.

Toyota Technical Center (TTC), a division of Toyota Motor Engineering & Manufacturing, North America, is the Research and Development arm of Toyota in North America. TTC is responsible for engineering design, vehicle development, safety and performance evaluation, regulatory affairs and advanced technical research in North America for Toyota and Lexus vehicles assembled or sold here. TTC has helped develop the Avalon, Camry, Sienna, Solara, Tundra and Venza vehicles for the North American market. For more information about Toyota, visit www.toyota.com.

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    • 1 Second Ago
      • 4 Years Ago
      First, they're going to study why a throttle cable wasn't such a bad idea after all.
      • 4 Years Ago
      Another step in the right direction.
        • 4 Years Ago
        I agree that this seems like a PR move. All of this focus on safety just continues to reinforce the negative image that Toyota is trying to correct.

        Instead, Toyota should go back to what made them successful in the first place. They've totally lost their mojo, and are still playing defense when they need to shift the conversation.

        Reminds me of that Bill Clinton once said "There is nothing wrong in America that can't be fixed with what is right in America." A potential lesson for Toyota.
      • 4 Years Ago
      They are really going out of their way to prove how safe they are. I guess you have to when your lies and crappy cars have been exposed. There really is no reason to purchase a Toyota over a large selection of other cars. Toyota means something in Japan, day by day it means less in America.
      • 4 Years Ago
      What i find extremely curious is why haven't the public heard much 'feedback' from NHTSA, NASA and all the other alleged safety experts about the investigations into "so-called" faulty Toyota electronics that 'supposedly' caused thier cars to accelerate out of control ... mmm !!

      If any alleged fault had been indentified then i can absolutely guarantee without hestitation that every available media outpost would be informed and every aspect of the finding devulged with great detail.

      However ... it is bluntantly obvious that absolutely nothing has been indentified with Toyota electronics because virtually nothing is being reported or updated about the progress of investigating such claims ... mmm - gee ... i wonder why !!

      Furthermore ... i notice all the doomsayers who publically slammed Toyota and accused thier electronics without any supporting evidance have gone 'underground' and remained very quiet about their accusations aswell.

      In conclusion, i'm wondering if / when automotive blogs including 'Autoblog' would extended coverage on this topic and give the public some feedback about the progress of the investigations .

      In all fairness ... i believe it would be appropiate sense some publically made accusations against Toyota without undisputable evidance and were eager to highlight thier concerns through the media so wouldn't it be the equally appropiate to cover the progress of these investigations 'and' further question / follow-up those who were particuarly vocal about thier claims.
      • 4 Years Ago
      Who would trust this company with their lives. The same people that made the choices that put them in this position are the same ones making these choices. Try again in 30 years toyota.
        • 4 Years Ago
        "Who would trust this company with their lives"

        I absolutely would. I had the pleasure of interning at their tech center in Ann Arbor for a total of 9 months, and I have nothing but good things to say about my experience. Sure, they could have made better decisions, but hindsight is always 20/20. Until you see how the company works from the inside, you have no idea what goes on.
        • 4 Years Ago
        I'm curious. Just what company would you trust then?
        • 4 Years Ago
        ME ... i have been a Toyota driver for the past 15 yrs (currrently 36 yrs of age) and given my experiance with owning many Toyota vehicles, my family and i will be driving Toyota cars for another 15 yrs.
      • 4 Years Ago
      Another "safety" move. I laughed for five minutes.
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