DaimlerChrysler Corporation Program Saves Child From Harm
20 June 2000
Safety Seat Installed by Plant City, Fla. Dealer Protects Child in Crash
AUBURN HILLS, Mich. - By the looks of bouncing two-year-old Jeremy Etheridge,
you would never guess that just two weeks ago his life was threatened in a
serious car crash. Thanks to a 30-minute child safety seat inspection at a
DaimlerChrysler Corporation dealership in Plant City, Fla., Jeremy was unharmed.
On the morning of June 8, Stacy Etheridge and her son Jeremy were riding
in a car with her friend John Carter. As Carter made a left-hand turn into a
busy intersection, the car was struck by an oncoming vehicle. The force of the
crash nearly demolished the '86 two-door Toyota Corolla. The driver's side
front panel was crushed, the hood was crumpled and the windshield was
shattered.
Jeremy was safely tucked into a car seat in the back seat behind the
driver and completely protected. In fact, Jeremy had no injuries despite the
severe collision. His mother, who was not restrained, was thrown into the
windshield and suffered cuts and bruises. Carter, safely restrained in his
seat belt, was unharmed.
"Protecting children is the driving force behind Fit for a Kid-whether
their parents drive a Chrysler, Dodge or Toyota," said James Holden, president
of DaimlerChrysler Corporation. "In February, we opened this free, lifesaving
service to everyone, regardless of what make or model vehicle they drive. We
did this because we knew it was too important not to. Today, we are thrilled
to know that this valuable service helped avert a potentially heartbreaking
tragedy for this family."
Jeremy's story has an unusual twist. He owes his good fortune to his
grandmother, Joyce Fulks, who is a Fit for a Kid inspector at B.M. Smith
Motors, a Chrysler/Plymouth/Jeep(R) and Dodge dealer in Plant City. Last
December, Fulks completed 32 hours of training to become certified as a child
safety seat inspector, one of two inspectors at the dealership. After
completing the training, Fulks insisted that Stacy Etheridge bring Jeremy's
seat into the dealership so she could check it for proper installation and
fit.
"From my training, I know that most parents are not aware that their
children's seats are probably not installed correctly," said Fulks. "I didn't
want to take any chances with my grandson."
Fulks found that Jeremy's seat was dangerously loose and needed a tighter
fit. She showed her daughter how to properly install the seat and since then,
has shared this knowledge with families in the Plant City area.
Fulks takes part in DaimlerChrysler's nationwide Fit for a Kid service.
Fisher-Price, one of the country's leading manufacturers of safety seats, is a
partner in the program, providing Fisher-Price loaner seats and Fisher-Price
discount coupons to parents who come to an inspection with a damaged or
recalled seat. Fit for a Kid also has the support of the nation's top safety
organization, the National Safety Council, which coordinates the program's
inspector training and record keeping.
Jeremy's story highlights the urgent need for parents to have their
children's safety seats inspected. He is the second child believed to have
been protected from harm following a Fit for a Kid inspection.
"Until my mom became a Fit for a Kid inspector, I had no idea that Jeremy
was at risk," said Stacy Etheridge. "Every parent should take the time to have
their child's seat inspected."
A recent survey by the National Safety Council and DaimlerChrysler found
that 96 percent of caregivers were comfortable that they always install and
use their child seats correctly. In contrast, actual safety seat inspections
show that only 20 percent of children in safety seats are, in fact, properly
buckled in.
Marion Smith, who runs the family-operated B.M. Smith Motors, was proud to
learn that the service provided by her dealership helped protect Jeremy.
"The decision to become a Fit for a Kid dealer was an important one for
the dealership," said Smith. "Many of our customers have young children and
are not sure how to put their seats in right. My wish is for more parents to
be aware of the risk kids face and to take advantage of this service."
In January 1999, the National Transportation Safety Board (NTSB) called on
automakers and others to create a national system of permanent child safety
seat fitting stations. DaimlerChrysler is the only company to meet that
challenge by creating permanent fitting stations with Fit for a Kid. Recently,
the NTSB honored DaimlerChrysler with its outstanding leadership in safety
award for this program.
"Jeremy's experience demonstrates how important it is to have permanent
fitting stations available for parents to use," said Jim Hall, chairman of the
NTSB. "There is no doubt that DaimlerChrysler and the other manufacturers who
are following its lead are helping prevent needless tragedy on our nation's
highways."
DaimlerChrysler created Fit for a Kid in the summer of 1999 with a pilot
program in four markets. Initially, the service was available only for
DaimlerChrysler customers. Today, more than 500 Five Star DaimlerChrysler
dealers are participating in the program in more than 100 markets across the
country. By the end of the year, the service will be available in an estimated
1,000 Five Star DaimlerChrysler dealers.
Fit for a Kid is a convenient, personalized service for today's busy
parents. Appointments can be scheduled by calling toll free 1-877-FIT-4-A-KID,
clicking on http://www.fitforakid.org, or calling a participating dealer directly.
Each inspection takes 20-30 minutes.
"Having helped save this child's life makes us even prouder to be a
partner in Fit for a Kid," said Neil Friedman, president of Fisher-Price.
To generate greater awareness of the problem, DaimlerChrysler and its
dealers recently launched a multi-million dollar advertising campaign and a
promotional partnership with Arthur, the star of a best-selling book series
and the number one children's television program on PBS.
"Raising awareness of the need for child safety seat inspections is one of
the greatest challenges we face," said Chuck Hurley, executive director of
public affairs, the National Safety Council. "We hope that this news will
encourage more parents to have their children's seats inspected."
Fit for a Kid is one of several DaimlerChrysler safety initiatives. Other
safety programs include The Back is Where It's At, Stop Red Light Running, Do
the Buckle, and The Neon Drunk Driver Simulator. DaimlerChrysler also is a
partner in the Air Bag & Seat Belt Safety Campaign.
