Red Light Running – An American Epidemic?

Media Contact:
Tina Janczura
312.729.4349
tjanczura@golinharris.com
 

Red Light Running – An American Epidemic? Cobra Electronics' survey finds 86 percent of U.S. drivers readily admit to running red lights

CHICAGO (November 19, 2007) — Cobra Electronics (NASDAQ: COBR), a global leader of high-performing radar detectors, announced their new sophisticated radar/laser detector, XRS R9G, alerts drivers to photo-enforced locations using a Global Positioning System (GPS) locator that encourages drivers to stay more alert.

 
The R9G’s unique design makes the device virtually undetectable—helping to deter theft—while its Super-Xtreme Range Superheterodyne^® (S-XRS™) Maximum Performance 12 Band^™ Technology with LaserEye^® ensures detection of the fastest radar and laser guns, including POP Mode. The R9G consists of a main detector, a wireless remote control display unit and a GPS locator.  Now available in stores, the XRS R9G’s high-performance platform also detects the fastest laser and radar guns on the market, and includes Cobra's industry-first features such as alerts to warn drivers of oncoming emergency vehicles and road hazards.

A national survey commissioned by Cobra reports the vast majority of Americans admit to having run red lights, and consistently driving through yellow ones. To curb the red-light running epidemic, cities across the United States are encouraging safe driving by installing speed and red light cameras at dangerous intersections.

While a few well-placed cameras may slow some lead-footed drivers, four in five Americans agree that knowing the location of photo-enforcement cameras in advance would make them put the brakes on. According to Cobra's national survey of 1,000 Americans, more than three-quarters (77 percent) of respondents admit they would feel safer if they had an extra layer of personal security – a device in the car – to supplement their cities' efforts to increase safety at these dangerous intersections.

“As a driver, I put safety first. As part of Cobra’s product development team, I put the safety of our drivers first,” said Dave Marsh, director of navigation product management, Cobra Electronics. “With this in mind, Cobra created a product that helps everyday drivers stay more aware of their surroundings and their own actions while they are behind the wheel.”

While a whopping 86 percent of drivers admit to going through at least one red light in their lifetime, they claim a reason other than speed. Nearly half (49 percent) of the drivers surveyed say a light that changed too quickly was the culprit, coupled with their inability to stop on time.

Among those who run red lights, the average American runs five red lights a year and over two-thirds (70 percent) stand by the fact that they slow down when approaching a yellow light. However, drivers of all ages have trust issues with other drivers’ yellow light yielding habits –  more than seven out of 10 (75 percent) Americans believe other drivers are violating the rules of the road and are sneaking in under the red light at the last second.

“Communities across the country are using various methods to diminish risk in high traffic and accident prone intersections,” said Marsh. “By leveraging our European camera detection capabilities with domestic radar detection and GPS expertise, we’ve developed a radar detector that encourages safe driving by reminding drivers to slow down and pay attention to the road.”

The product's GPS locator includes an exclusive Cobra-verified speed and red light camera location database with updates available through www.cobra.com. Another layer of this technology currently in development includes alerts for high accident zones, known as “black spots,” as well as school and construction zones.

The driving habits survey, conducted by Kelton Research, Oct. 26-28, 2007, also found that drivers are like a good wine – they get better with age. The most frequent traffic violators are drivers ages 18-34 (76 percent) admitting they have sped through a red light in the past year. While other repeat offenders decreased with age, 64 percent of drivers ages 35-54 and 61 percent of drivers ages 55 and over drove through a red light in the past year.

Survey Methodology

The Cobra Electronics Survey was conducted by Kelton Research, a full service global insights firm, using an email invitation and an online survey.  Quotas are set to ensure reliable and accurate representation of the total U.S. population ages 18 and older. Please contact Tina Janczura (tjanczura@golinharris.com or 312-729-4349) to obtain the top-line survey results.

About Cobra Electronics

Cobra Electronics is a leading global designer and marketer of navigation and communication products with a track record of delivering innovative and award-winning products.  Building upon its leadership position in the GMRS two-way radio, radar detector and citizens band industries, Cobra identified new growth opportunities and has aggressively expanded into the mobile navigation and marine markets over the past few years. Cobra's acquisition of Performance Products Limited ("PPL"), a designer and marketer of award-winning GPS locators for speed camera detection, personal navigation devices and vehicle entertainment and security systems, vastly expands the company's reach in the U.K. and Europe. The acquisition also provides access to PPL's downloadable database of speed camera locations and other intellectual property.

The Consumer Electronics Association, Forbes and Deloitte & Touche have all recognized Cobra for the company's innovation and industry leadership. More information regarding Cobra is available at www.cobra.com. More information on PPL and its products is located at www.snooperuk.com.

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