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Emirates Driving Institute Focuses On Road Safety

Road safety and in particular, the use of seatbelts is to be the main theme presented by the Emirates Driving Institute, when it attends Barbican Turbo - the Middle East’s custom, tuning and motorsports festival organised by United Business Media from the 8th - 10th of October at the Abu Dhabi National Exhibition Centre, Abu Dhabi.

Road safety is a particular concern in the United Arab Emirates where figures released by the Abu Dhabi Health Authority and the Ministry of Interior indicate 424 people were killed on the roads in Abu Dhabi and a total of 1,071 were killed country-wide in 2008.

To combat this issue the Emirates Driving Institute aims to achieve excellence in the field of driver training and road safety and believes a reduction in road traffic accidents can only be achieved by improving the current skills level and knowledge of the driving population; something which they plan to do while at Barbican Turbo.

“Our focus is on the use of seatbelts; as they are the single most effective piece of safety equipment in a vehicle. All too often though, they are neglected resulting in needless loss of life or injury. We are delighted to be able to attend Barbican Turbo and to use it as a way to get our message about road safety to the driving community.” highlights Peter Richardson, General Manager Technical and Operations, Emirates Driving Institute.

Information provided by the United Nations Road Safety Group reinforces the claim made by Mr. Richardson, stating seat belts save lives. Indeed, the use of seat-belts by front-seat passengers and drivers in motor vehicles increases road safety and reduces the probability of being killed in crashes in which they would otherwise die by up to 50%.

Matt Tarrant, Show Director of United Business Media’s Barbican Turbo festival highlighted “We are extremely pleased to have the Emirates Driving Institute on-board as it allows us to promote road safety as a key message of the event and to reinforce the importance of changing the behaviours of drivers to do this”. Moreover, “Barbican Turbo is especially relevant for the Emirates Driving Institute because it directly targets drivers, families, youth and the community as a whole” he said.

During Barbican Turbo, the Emirates Driving Institute will have on display their seatbelt convincer, specialist roll-car, headrest restraints, child restraints and tyre display as well as staff to demonstrate these and answer questions from the public.

Barbican Turbo will also run alongside Adrenaline Sports Live, presented by Rani for the second year in a row. This is the country’s annual meeting for the adventure/adrenaline sports communities, related companies and tourism bodies who want to promote adventure travel in their home country.

Companies, associations and agencies interested in finding out more about Barbican Turbo should contact the organisers, UBMi UAE for information on +971 2 406 4471 or email

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