Improving Traffic Safety at the 2026 World Traffic Safety Symposium 

I covered the 2026 World Traffic Safety Symposium at the New York International Auto Show this April. The symposium discussed the holistic safety and mobility of motor vehicles.

Mark Scheinberg, President of the Greater New York Automotive Dealers Association and the New York International Auto Show, opened the symposium.

Guest Speakers included:

John Bozzella, President & CEO, Alliance for Automotive Innovation, Jennifer Homendy, Chair, National Transportation Safety Board, Dr. Jeffrey Runge, former NHTSA Administrator, John Adkins, CEO, Governors Highway Safety Association, Mark F. Schroeder, Commissioner, NYS DMV, Governor’s Representative for Highway Safety, and many others.

Jennifer Homendy, Chair, National Transportation Safety Board, shared that there are 110 deaths per day in the United States from automobile crashes and that 95 percent of all deaths from planes, trains, and automobiles are from automobiles. I was shocked to hear this statistic! Some of the crashes were caused by the NTSB’s safety recommendations being ignored.

To help remedy the situation, the NTSB chair advocated for the implementation of safety technology in automobiles, such as alcohol detection and speed monitoring. Alcohol use while driving accounted for 12,000 deaths in the US. 11,00 deaths are the result of speeding, and 3,000 deaths are the result of distracted driving.

The NTSB chair stated that drug use while driving has skyrocketed with the legalization of Marijuana in some states. The NTSB chair recommended bringing driver safety education back. She said that people don’t read owner manuals in cars, and they don’t know about the operating mechanics of automation in cars. The more you use automation in a car, the more distracted you are. 97 percent of traffic crashes are caused by human factors. Auto deaths have dropped to 39500, but it is still too high! This is a 6 percent decline despite vehicles being safe.

Dr. Runge said that automotive safety is a team sport with automakers, auto dealers, states, law enforcement, and traffic enforcement working together to address the problem.

Jon Adkins highlights that bike lane advocacy in NYC has led to a decrease in bike fatalities over the past 3 years.

Marketing Schroder, NYS DMW Commissioner and CGTSC Chair, shared his commitment to road safety in New York State. He described the various task forces working to make roads safer for drivers and pedestrians. He also shared his work making the NYSDMV more efficient.

A new computer system was implemented at NYS DMV over a 4-year project, replacing 96 data lines. Since the Rockefeller administration, there has been only 1 dedicated data line used to process information and transactions. This also improved the customer experience at the DMV, reducing wait times from 2 to 3 hours to 15 minutes to do a transaction. Auto dealers do 1 million transactions with the NYS DMV.

Marketing Schroder, NYS DMW Commissioner, shared how New York is applying stricter enforcement against dangerous drivers

Alcohol and drug convictions now carry an 11-point penalty on your license, with an automatic suspension; previously, no points were added.

Teaming up with law enforcement and the community to reduce drug and alcohol impaired driving, the NYS DMV, DOT, and NYSP are coordinating and improving traffic safety.

The 2026 World Traffic Safety Symposium highlighted issues, insights, and solutions to improve traffic safety.

Free or Low-Cost Trials

When creating a new offering, I would offer a free or low-cost trial of your product to the end-users and industry experts. Consumers look for social proof before they buy a product. Now if the product is new, none exists. To lower buyer resistance, you need to make it low risk and feel safe.

In addition to market research and product testing; the free or low-cost trial is a great way to build trust and get feedback. Surveys can be created to ask potential customers about their experience.

If your product helps to solve a customer’s problem they will be more than happy to share it with others; converting to paying users! The product will earn testimonials and endorsements. Testimonials and endorsements will address product reliability creating: loyalty, brand recognition, and Sales for your product.

Loss Leaders

In place of a free or low-cost trial, a loss leader can be an option. A loss leader is when you offer a product at a loss or break-even point to gain business in the future. Supermarkets do this all of the time when a new product is rolled out.

Another place I saw loss leaders was when I was in Field Sales. I was selling Dental equipment at the time. Certain customers were loyal to certain types of equipment. When I ask why they stated that these were the tools that they had used in school. When I called on Dental schools and Hospitals, I found they were locked up with large contacts. My larger competitors sold the equipment at cost practically giving it away. Why would they do this? My competitors were creating life-long customers who were trained on certain tools and refused to switch.

Connection, trust, and advocacy are essential for customer acquisition. It is your job as a brand to turn your customer base into evangelists.

The decision on developing and implementing offering free, low-cost trials and/or loss leaders will be different for each product.

Free, low-cost trials and loss leaders help to Increase Sales and Customer Loyalty.

How have you used free, low-cost trials and loss leaders to create Sales and Customer Loyalty?

Comment and share.

Social Networks are places where people congregate; making them great sources of Market Research and Revenue. As a result, Social networks are looking for new revenue streams. The latest revenue channel for them is E-commerce.

Facebook is partnering with Shopify to launch Facebook shops. The social network is the latest to get in on the E-Commerce business.

Last year at SMX East, Google and YouTube shared how they are allowing people to shop online for products. Google also shared people’s buying behavior. I have included parts of the article below.

In Google’s Keynote, I learned how businesses can get an edge during the holidays. I also learned of Google’s plan to use Google Images and YouTube for E-Commerce. Google is also allowing businesses to use location-based Ads in Google Maps.

The key insights of the presentation were:

1. According to Google most shopping visits start online.

2. When diners search for a great place to eat the searches are probably happening on a smartphone.

3. When people are online in cars, more than half of them are searching for information on a mobile device making localization and targeting important.

4. 2/3’s of shoppers say that online video has given them insight and inspiration to make purchases.

5. Shoppers use at least 3 channels or more when shopping.

6. Brands need to provide an omnichannel channel experience all year, especially during the holidays.

7. Sales are happening online and offline. As a result of this shift, Brands need to serve customers on the channels of their choice.

Would you shop on a Social Network? Share your thoughts.