Kia UK partners with Project EDWARD on road safety and awareness

In an uncertain world, safety is paramount, especially when on the road.

It’s with this ethos that Kia is proud to announce their continuing support to a unique road safety awareness project.

For the second consecutive year, Kia UK are partnering with Project EDWARD, (‘Every Day Without A Road Death’) by providing three all-electric EV6 GT-Line 5 models for the team to use on their nationwide road trip from 17 – 21 October.

Project EDWARD is the UKs biggest platform for showcasing best practice in road safety measures.

Rest assured this is no ordinary road-safety awareness campaign. This is an evidence-led, ‘safe system’ approach, backed by the government, the emergency services, highways agencies, road safety organisations and British businesses with its main, long-term objective in keeping a road traffic system which is free from death and serious injury.

This 5- day week of action will see three legs of the road trip that will criss-cross the country visiting the very best in road safety projects. Along the way, some of the most influential thought leaders in road safety will be invited to come along for the ride and join the team ‘on the road’ to share their insights and experience. In addition to the road trips, contributions will be coming in from all four corners of the UK, featuring projects from England, Wales, Scotland, and Northern Ireland.

The three cars being used for Project EDWARD are the amazing, new fully-electric Kia EV6 GT -Line S models with 77.4kWh long-range, fast-charging batteries and all-wheel drive and will be liveried with the words; “Project EDWARD powered by Kia”.

Here are just a few of the many topics that will be featured:

  • combatting drug driving in the workplace
  • an event to support older drivers hosted by TV’s Valerie Singleton OBE
  • technology being used to reduce collisions caused driver fatigue
  • initiatives to raise driving and vehicle maintenance standards for those who drive for work
  • innovations in post-crash care to increase chances of survival following a crash
  • how the highway code and enforcement will adapt to new technology
  • information on the latest in-vehicle safety technology to help drivers avoid a crash
  • major engagement events for members of the public featuring demonstrations and advice

During the week-long activity Project EDWARD teams will be filming and talking to politicians, regulators and road safety experts, police and crime commissioners, chief constables, chief fire officers and business leaders creating a 40-minute programme at the end of each day to be broadcast on social media.

In support of the campaign, Paul Philpott commented: “Road and occupant safety is of paramount importance to Kia, not just within the UK but globally and is a key aspect when designing and building all of our cars. The growing list of active and passive safety features available as standard ensures that other road users can remain safe on the roads. We are happy to support Project EDWARD in highlighting the importance of road safety across the UK.”

To learn more about Project EDWARD and the road trip, visit and follow the campaign on social media with hashtag Project EDWARD.

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