Wednesday, November 2, 2016

Message from ‘Mister Le Mans’ to UAE Motorists: ‘Be Aware of Distracted Driving’!

Dubai, United Arab Emirates - Wednesday, November 2nd 2016 [ME NewsWire]

Tom Kristensen, known globally as 'Mr. Le Mans' for winning the most prestigious 24hrs endurance car race in the world for a record breaking 9 times, has the following message for UAE motorists: "In endurance car racing, paying full attention is critical!  Being distracted for only A FRACTION OF A second can cost you and your team dearly! This is true for professional car racers as well as for all motorists. To reach the finishing line or the destination of your car journey, you have to be fully alert –always! Protect yourself, your passengers, other traffic participants around you, and don't let your family and friends down – avoid being distracted while you drive!"

Mr. Kristensen’s comments correspond with the findings of a study commissioned and published by RoadSafetyUAE in 2014 (YouGov; n: 1,007): 34% of respondents said that their concentration levels dip while driving. 47% believe that there is a clear link between losing concentration while driving and being involved in an accident.

Commenting on Mr. Kristensen’s statement, Thomas Edelmann, Managing Director of RoadSafetyUAE states: “Once again we want to remind UAE motorist to focus on the road and the traffic around them, and on nothing else. We welcome Mr. Kristensen’s message as a vital testimony from one of motorsport’s true greats.”

Janice Hinson, PR Manager Audi Middle East adds: “We are proud to work closely with Audi race hero and brand ambassador Tom Kristensen and we are grateful for his support to the important cause of road safety in the UAE. As a progressive, premium car manufacturer, Audi constantly develops and improves the safety technology of its vehicles in line with the ‘Vorsprung durch Technik’ brand definition. However, the human part of the safety equation is of paramount importance and this is why we want to really raise the awareness to avoid distracted driving.”

Top 10 distractions for UAE drivers:

1. Behaviour of other drivers (59%)

2. Passengers speaking to you (44%)

3. Changing the radio (40%)

4. Adjusting the air conditioning (34%)

5. Poorly behaved children (34%)

6. Complex road systems (33%)

7. Road signs (32%)

8. Using a mobile phone (30%)

9. Reading maps/sat nav (25%)

10. Reaching for objects in the car (25%)

About RoadSafetyUAE:

RoadSafetyUAE’s vision is to contribute to reducing the number of road traffic fatalities, injuries and accidents in the UAE. RoadSafetyUAE’s mission is to raise the all stake holders’ awareness for proper conduct on our roads, in an engaging manner and on a broadly communicated and permanent basis. RoadSafetyUAE’s award winning platform engages with the stake holders traffic participants, governmental entities, the media, and more than 30 corporate social responsibility (CSR) aware partners. The content backbone are ‘tips&tricks’, provided for more than 50 topics of road safety, specifically relevant to the UAE. More information can be found on

In addition to Audi, RoadSafetyUAE partners with RTA, Dubai Chamber of Commerce, Dubai Health Authority, BMW, Michelin, Nissan, Infiniti, Al-Futtaim Honda, Volvo, Al-Futtaim Volvo, Galadari Brothers - Mazda, Fiat Chrysler Automobiles - Dodge, MAN Trucks, QIC Insured Gargash Insurance Brokers, PepsiCo, Johnson&Johnson, MMI, Pernod Ricard, Galadari Motor Driving Center, Serco, MiXTelematics, JustKidding, AMEC Foster Wheeler, OMD, NSG and VOX Cinemas.

About Audi Middle East:

The Audi Group, with its brands Audi, Ducati and Lamborghini, is one of the most successful manufacturers of automobiles and motorcycles in the premium segment. It is present in more than 100 markets worldwide and produces at 16 locations in twelve countries. In the second half of 2016, the production of the Audi Q5 will start in San José Chiapa (Mexico). 100 percent subsidiaries of AUDI AG include quattro GmbH (Neckarsulm), Automobili Lamborghini S.p.A. (Sant’Agata Bolognese, Italy) and Ducati Motor Holding S.p.A. (Bologna, Italy).

In 2015, the Audi Group delivered to customers approximately 1.8 million automobiles of the Audi brand, 3,245 sports cars of the Lamborghini brand and about 54,800 motorcycles of the Ducati brand. In the 2015 financial year, AUDI AG achieved total revenue of €58.4 billion and an operating profit of €4.8 billion. At present, approximately 85,000 people work for the company all over the world, about 60,000 of them in Germany. Audi focuses on new products and sustainable technologies for the future of mobility.

AUDI AG’s commitment to the region was confirmed through the foundation of its fully owned subsidiary in 2005. The current Middle East model range comprises the Audi A3 & S3 Sedan/Sportback and RS 3 Sportback, A4, the A5 Coupe, Sportback and RS 5 Coupe, the A6, S6, RS 6 performance, A7, S7, RS 7 & RS 7 performance, A8, A8 L, S8 & S8 plus, the Audi Q3, RS Q3 performance, Q5 & SQ5, Q7 and the Audi TT Coupe/Roadster and TTS Coupe, the Audi R8 Coupe as well as the R8 Coupe V10 plus.


Thomas Edelmann

Founder and Managing Director



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