The current economic slump doesn't appear to have slowed down the drive for safer vehicles.

In fact, the industry has been in high gear over the last few years when it comes to new car safety technology, says Mark Nantais of the Canadian Vehicle Manufacturers' Association.

Just take Electronic Stability Control (ESC) as an example, he says, referring to new technology that prevents rollovers. It integrates various functions of the car's computer safety system to apply just the right amount of braking pressure to regain control.

"This is the single most effective safety technology since the seatbelt itself," he says flatly.

"There are some of the most progressive and advanced safety systems coming forward for cars in all price ranges. Some are here now and some are around the corner."

Safety has become one of the selling points for car manufacturers, Nantais notes. It wasn't always this way. Marketing safety didn't often work in the past, but there's been a recent shift in consumer consciousness.

"Now, with the aging demographic, there is much more attention on safety and cost of things like healthcare. It is elevating people's understanding and desire to have vehicles that are actually safer," he says.

"It's a progressive thing going on here. People are becoming more aware of new safety technology and wanting this new technology. That is a change -- and they're willing to pay a little more."

Here are some of the most innovative features that are now -- or will be shortly -- available in showrooms across North America.

Automatic braking systems

One of the most innovative new safety features could help significantly reduce rear-enders. Several car companies are introducing automatic braking systems that would allow a car to apply the brakes in an emergency situation if the driver doesn't.

Volvo appears to have jumped out with a quick start on this front, introducing a vehicle that will brake on its own if a collision is imminent. Its 2009 XC60 uses a laser in the car to automatically brake if sensors detect an object in front of the car and the driver does not react.

Volvo says it is aiming the model at the urban consumer who has to manoeuvre around slow-moving, stop-and-go city traffic, which is responsible for a majority of accidents. Other manufacturers, including BMW, are incorporating similar systems into their vehicles.

Toyota is also working on an automatic braking system that would use global positional satellites and radar sensors. And it's likely that all car manufacturers will move quickly towards putting automatic braking systems into their cars in the next few years.

Blind-spot monitors

Automakers have come a long way since Volvo became the first company in 1979 to offer wide-angle exterior side mirrors to help get rid of driving blind spots. Over the past few years, almost all car manufacturers have been working on new technologies to give drivers better side views.

Some have opted for radar-based systems, while others include side-view camera monitors. Sonar and laser technologies are also being employed to detect a car's surrounding environment. Depending on the car manufacturer, a beeping or visual alert will go off if a vehicle is in the blind spot when a driver attempts to change lanes.

Electronic Stability Control

ESC has been available for about a decade-and-a-half in higher-end vehicles, with Mercedes taking a lead on the new technology. But the use of ESC is about to proliferate in the coming years, with manufacturers such as Ford, GM, and Toyota promising that all of their vehicles will be equipped with the feature by the end of this year or next.

ESC basically helps drivers avoid rollovers. It allows the car's integrated and computerized safety systems to work in concert when a driver loses control or swerves dramatically. It kicks in by applying the right amount of pressure at the right time -- all in a matter of milliseconds.

American studies have shown that ESC can help reduce fatalities by as much as 56 per cent in single vehicle crashes and by 32 per cent in multiple vehicle crashes.

Lane-departure warning system

Most drivers have, at one point or another, felt the vibrations of those closely packed little bumps plastered on the road to keep cars in their lanes. Now drivers can expect to see new technologies that keep them from straying past the white lines into another lane.

Some car companies are now using cameras and infra-red sensors to detect a vehicle's position in relation to the lane markings. If a car starts to leave its lane (and a turn signal is not on), the vehicle will provide an audio warning -- or even a vibration in the drivers seat -- to alert the driver.

Lane-departure warning systems have been available in trucks made in Europe since the beginning of this decade. They've also been available in some higher-end vehicles such as the Cadillac STS and BMW's 5 and 6 series. Now, they're being introduced in lower-priced vehicles.

Teen control

Ford is introducing what it's calling a safety feature for parents. Its MyKey system will allow them to set a top speed limit and volume controls in their teen's car.

"MyKey is appealing to parents of teen drivers, including 75 per cent who like the speed-limiting feature," says Ford on its website, which notes it will be introducing the feature as a standard on the 2010 Ford Focus.

The system sets limits on how the car can be driven -- depending on which key is inserted into the car. Parents could choose to place a top speed limit of 110 kilometres per hour on the vehicle. And a wide range of other default settings would also kick in, including for the stereo.

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