BMW Group Middle East urges drivers to buckle up and use appropriate car seats to protect their children on the road

Forming part of its ongoing commitment to road safety via its ‘Stay Alert. Stay Alive.’ Campaign, the company continues to champion the seatbelt crisis, which it feels is one of the most crucial in helping to prevent fatalities on the region’s roads. “BMW Group Middle East launched its ‘Stay Alert. Stay Alive.’ road safety campaign in 2010 as part of its commitment to raise awareness of the importance of wearing seatbelts. GCC Traffic Week provides us with a great opportunity to reinforce this messaging across the region,” said Leanne Blanckenberg, Corporate Communications Manager of BMW Group Middle East. Another focus for BMW Group is the correct usage of child restraints. Until the age of seven, children’s bones are still forming and their skull and ribcage are still extremely flexible. This means that any impact can result in significant deformation of the head and brain, or damage to the heart, lungs and other internal organs. At this age, the pelvis is unstable and cannot withstand the forces from the use of regular seat-belts and therefore appropriate child restraints are essential to reduce the risk of injury. There are different seats available and the selection of the appropriate one is crucial to ensuring that children are effectively protected. Children cannot be expected to decide on how best to protect themselves; that responsibility is solely in the hands of the parents. By buying and correctly installing the right car restraints for their children, parents can significantly enhance their protection. To help parents understand which seat to choose for their child, BMW Group Middle East has creating the following guide:

1. Rear-facing Infant Car Seat: Designed for children under the age of one year, this seat provides the best protection until they’re one year old and weigh at least 13 kg. At BMW, this is known as BMW Baby Seat 0+.
2. Child Safety Seat: Targeting toddlers aged 1-4 years, a child safety seat secures your child and spreads the force of a crash across a wide area. This seat should last until either the child’s weight exceeds 18 kg or they grow too tall for the seat. At BMW, this is known as BMW Junior Seat I-II.
3. Booster Seat: Made for small children aged 4-6 years, a booster seat works by raising the child to the correct height for the car’s adult seat-belt to work properly. It has a seat back that can provide additional protection in the event of a side impact. The booster seat should be used until the child is approximately 145 cm tall. At BMW, this is known as BMW Junior Seat II-III.
4. Booster Cushion: The final option before your child transitions to the three-point lap and diagonal seat-belt featured in your car, the booster cushion is designed for children aged 6 -11 years, that weigh from 22 to 36 kg. Some manufacturers are now producing backs that cover the full 15 to 36 kg range.

BMW Group Middle East will be supporting GCC Traffic Week, which takes place from Sunday 8th until Thursday 12th March, as part of its award-winning Stay Alert. Stay Alive. Road safety campaign through a series of initiatives around the region.