The Institute of Advanced Motorists (IAM) has urged the UK government to lobby the European Commission for new rules that would force car manufacturers to make their vehicles safer.

A new study by Axa showed that although there has been an encouraging downturn in the number of car passengers being killed in accidents, the amount of child pedestrians losing their lives on the roads has reached a ten-year high.

Some 32,849 youngsters have been either killed or seriously injured on British roads in the last ten years.

This, the IAM suggested, highlights the urgent need for vehicle manufacturers to redesign the front end of their models so they are more forgiving when colliding with a human.

IAM chief executive Simon Best thinks child pedestrians and cyclists are particularly vulnerable and require greater levels of protection.

"Much more can and should be done through car design to minimise the damage caused by hard metal on soft tissue," he remarked.

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