It will be recorded as the time the auto industry ducked its responsibility and missed a unique opportunity." (2002) The ABC Primetime report entitled: "Technology to Prevent SUV Rollovers" reports that is a new device that is purported to have the capacity to prevent SUV rollovers. This report states specifically that in a rollover "there are so many ways to die. Ejections, getting runover by the vehicle when it's rolling, hitting the pavement, inside the car people hitting each other, people being on the roof when the roof hits...'" (ABC Primetime News, 2009) The new device is an electronic stability system which works through controlling circumstances when the vehicle is traveling too fast in a curve and implements according to O'Neill of the Insurance Institute for Highway Safety at the time the rear of the vehicle begins to slide out. (ABC News Primetime, 2009) These electronic stability systems are stated to be available only in a few SUVs such as the luxury models "Mercedes, Lexus, BMW, Cadillac and a few top-of-the-line Toyotas." (ABC News Primetime, 2009)

II. ANALYSIS

The demand for safety mechanisms in vehicles and other items just as any other demand driven innovations begins oftentimes small with smaller players giving attention to the problem and as the demand grows larger institutional investors become involved. Goleman (2009) states in the work entitled: "Ecological Intelligence: How Knowing the Hidden Impacts of What We Buy Can Change Everything" that the power of collective action "to create market pressure that encourages suppliers to upgrade materials has been widely acknowledged.. " Whether it is the ecological, environmental or safety concerns that have gained the widespread knowledge and focus of collective action, the truth is that the product manufacturer has all to lose and much to gain in adhering to the desires of the consumer public. The automaker industry's bailout that was funded earlier this year is one outcome of the industry ignoring the consumer desire for better fuel-efficiency and improved roadway safety and it is quite apparent that America no longer cares at the grassroots level to spend the lives of young men needlessly on foreign soil in pursuit of oil for gas guzzling automobiles that ramble dangerously up and down the highways in American killing thousands annually and needlessly due to rollover accidents. It is certain that American ingenuity will arise with new creations and advanced development when the mainstream producers...

It is just as certain that the collective consciousness and collective action of American individuals when turned against producers quality and safety measures have the power to economically impact these large producers and through that impact bring about the necessary and needed changes through the mechanisms of government, legislation, and the pure power of consumer demand. This highlights the necessity for transparency and for delivery and dissemination of information concerning products offered to consumers.
BIBLIOGRAPHY

Casey, Gerry, Schenk, Francavilla, Blatt & Penfield, Attorneys (2009) SUV Rollover and Collision Overview. SUV Rollover Accidents. Online available at: http://www.cglaw.com/apg_pg18_SUV_Rollover_Accidents.html

Ford Explorer Rollover Lawsuits & Safety Recall Information (2009) Willis Law Firm. Ford Explorer Rollover Website. Online available at: http://www.fordexplorerrollover.com/

Gole: Daniel (2009) Ecological Intelligence How Knowing the Hidden Impacts of What We Buy Can Change Everything (2009) Goleman, Daniel. Random House, Inc. 2009.

Grundin, Erica (2009) SUV Rollover Accidents. Go Articles. 2009 Jayde Online available at: http://www.goarticles.com/cgi-bin/showa.cgi?C=1706049

Pittle, R. David (2002) Consumer Information on Rollover Evaluations: A Consumer Perspective. Consumer's Union -- Consumer Reports publisher, SAE/TOPTEC Conference on Rollover, Scottsdale AZ 22 Apr 2002. Online available at: http://www.consumersunion.org/products/pittle402.htm

Shaffer, Marc and Goodman, Barak (2002) Rollover: The Hidden History of the SUV

Program #2013. Original airdate: February 21, 2002. PBS News. Online available at: http://www.pbs.org/wgbh/pages/frontline/shows/rollover/etc./script.html

SUV Models with Poor Rollover Accident Reports (2009) The Reeves Law Group. California SUV Rollover Lawyer. Online available at: http://www.robertreeveslaw.com/CM/Custom/suvrollover.asp

Technology to Prevent SUV Rollovers (2009) New Device Could Stop SUV Rollovers. 28 Dec 2009. Online ABC News available at: http://abcnews.go.com/Primetime/story?id=132310&page=1

The Sad History of Rollover Prevention -- 30 Years, Thousand of Deaths and Injuries, and Still No Safety Performance Standard (nd) Online available at: http://www.citizen.org/documents/The%20Sad%20History%20of%20Rollover%20Prevention.pdf