In a landmark public-private initiative, the Indian National Parts Authority (INPA) has teamed up with regional automobile dealerships to launch a nationwide road safety campaign auto dealers beginning this July 2025. The campaign is focused on enhancing public awareness around safe driving practices, helmet use, and pedestrian safety—particularly in Tier-2 cities where road accidents are on the rise.
The campaign is designed under the broader dealership transport awareness strategy, encouraging vehicle dealers to take an active role in community engagement. Participating dealerships will host road safety days, distribute helmets, and offer safety demonstrations alongside new vehicle deliveries.
This marks the first time INPA has officially partnered with auto dealers to drive behavioral change among road users at the point of vehicle purchase.
Why Auto Dealers Are Critical to Road Safety Education
India records one of the highest rates of road fatalities globally, with over 1.5 lakh deaths reported annually. While the government enforces laws and infrastructure upgrades, the involvement of local dealers in the road safety campaign auto dealers initiative adds a much-needed grassroots layer.
Dealerships are uniquely positioned to:
-
Educate customers during the vehicle handover process
-
Encourage first-time buyers to adopt safety gear such as helmets and seatbelts
-
Organize community safety events and awareness drives
-
Offer incentives for safe driving commitments
This model supports long-term behavioral shifts and complements traffic enforcement policies. The dealership transport awareness framework aims to place road safety front and center for every new vehicle buyer.
Campaign Activities Rolled Out in Tier-2 Cities
The road safety campaign auto dealers has officially launched in 27 cities including Nashik, Bhopal, Kanpur, Ranchi, and Coimbatore. More cities are set to join the initiative by the end of September. Below is a summary of key campaign elements currently active:
| Campaign Element | Description |
|---|---|
| Free Helmet Distribution | 100,000 ISI-certified helmets to be distributed by partner dealerships |
| Safety Pledge Booths | New customers sign a pledge to follow road safety rules |
| Demo Sessions for Two-Wheelers | Live instructions on safe turning, braking, and speed control |
| Youth Awareness Drives | Interactive workshops held in colleges and driving schools |
| Digital Campaigns | Dealer-run social media posts, reels, and quizzes on safety awareness |
This campaign model leverages the widespread presence of dealerships to embed road safety into the buyer journey and community interactions.
Positive Industry and Community Response
Since its July launch, the road safety campaign auto dealers initiative has already gained momentum. Over 45 dealership chains across India have enrolled, representing brands like Hero MotoCorp, TVS, Maruti Suzuki, Tata Motors, and Bajaj. More than 8,000 customers have already signed the road safety pledge.
Impacts seen so far:
-
28% increase in helmet adoption during two-wheeler purchases
-
Positive media coverage and local civic support in Tier-2 cities
-
Dealerships report increased customer trust and goodwill
-
Several states exploring policy incentives for safety-compliant dealerships
The INPA-led dealership transport awareness drive is proving that safety advocacy can be effective when rooted in daily customer touchpoints.
The Road Ahead – Expanding the Safety Net
INPA has plans to scale the program in three phases. Phase 1 (ongoing) focuses on Tier-2 and Tier-3 cities. Phase 2 will cover major metros, while Phase 3 will introduce permanent dealership safety certification based on training and compliance.
Future additions include:
-
Dashboard badges for “Certified Safe Dealership” recognition
-
Road safety kits with every new two-wheeler or passenger car sold
-
QR-code-based tracking of customer safety pledge adherence
-
Integration with RTO training materials and license issuance
Such initiatives align with India’s broader Vision Zero strategy, which seeks to eliminate all preventable road deaths by 2035.
Conclusion
The road safety campaign auto dealers initiative, launched in collaboration with INPA, represents a strategic step in promoting road responsibility through everyday industry players. By integrating safety education into the dealership experience, the campaign ensures that safety becomes a norm—not an afterthought. Through this dealership transport awareness model, a new standard for community-centered road safety is being established across India’s cities and towns.
FAQs
What is the road safety campaign auto dealers initiative?
It is a joint program by INPA and auto dealerships to promote helmet use, safe driving, and pedestrian safety in Tier-2 cities starting July 2025.
What is dealership transport awareness?
Dealership transport awareness refers to educating vehicle buyers at dealerships about road safety and responsible driving practices.
Which cities are part of the campaign?
Cities like Coimbatore, Nashik, Bhopal, Kanpur, and Ranchi are currently participating, with plans to expand further.
Are dealerships giving away free helmets?
Yes, under the road safety campaign auto dealers, over 100,000 free helmets are being distributed across partner locations.
How can a customer participate in the safety pledge?
Customers can sign the road safety pledge at the dealership when collecting their new vehicle and receive safety materials as part of the program.
Click here to learn more