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You’ve likely noticed yellow barrels alongside a highway, sometimes in temporary construction zones and other times placed in more permanent locations. Given their bright color, it’s obvious that drivers are supposed to notice them, but exactly what purpose do these barrels serve? Are they simply larger versions of traffic cones to alert drivers of objects in the road, or are they doing something different?

Like those tall concrete walls that line highways, these yellow barrels have a distinct purpose — and no, it’s not just to catch the eye of drivers or warn them of something. The main purpose of these barrels is to act as a cushion that limits damage if a car veers off the road toward exposed walls, pillars, and other rigid obstacles.

Crash barrels are one of several styles of cushioning systems used by highway departments. Though they may sometimes look like they’ve just been placed along the road haphazardly, there’s actually a lot of physics involved in their deployment – and a history that’s closely related to the world of auto racing. And, despite their relatively simple nature, they’ve long been shown to improve safety in the event of a crash.

From the race track to the highway

Like other distinctly colored objects you’ll see along the highway, these yellow barrels, formally known as impact attenuators, but also called crash barrels or crash cushions, are there for an important reason. Yes, the yellow color is intended to make them easily visible, but if they cannot be avoided, their job shifts to absorbing the energy from a crash — not unlike how tire walls are used at racetracks. 

In fact, the history of these yellow barrels is heavily tied to motorsport, namely to former racer John Cooper Fitch. Fitch is known for inventing several types of guardrails and barrier systems designed to save lives on both racing circuits and highways. He is, however, probably best known for the Fitch Inertial Barrier. This consists of an array of filled barrels that can dramatically reduce both speed and deceleration force during vehicle impacts. 

As for what’s inside the barrels themselves, that varies depending on how and where they are placed. Some are filled with sand, and at their heaviest, can weigh as much as 2,100 pounds each. Other barrels are filled with water to absorb crashes with liquid energy. Typically, that water will be mixed with magnesium chloride to prevent it from turning into ice during the winter, because a hard block of ice is just about the last thing you’d want to crash into.

The science of crashing

In most cases, these barrels will be arranged with the shortest, lightest barrels closest to the road, and then widen out with taller, heavier barrels placed closer to the rigid obstacle. The goal is to have each part of the barrier absorb energy at a different rate and, ideally, prevent the vehicle from ever hitting the edge of a concrete barrier or an exposed pillar. 

Other types of modern impact attenuators in use include movable plastic extensions, barriers that redirect crashing cars away from hazards, and attenuators attached to the back of slow-moving highway work trucks that protect them from being rear-ended. While their designs and implementations may vary, they’re all there to soften impacts and turn what could have been an extremely serious crash into a glancing blow.

Highway safety is always evolving, and whether it’s proven inventions like yellow crash barrels or newer techniques like reflective stripes on road barriers, they all aim to save lives on the road. Hopefully, a driver won’t ever have to experience first-hand what it feels like to hit these barrels at speed, but passing motorists can rest assured that there’s a lot of science behind their presence.





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If carmakers can generate enough hype around their latest models, they might be able to pull in new customers that would otherwise have purchased from rival brands. Making sure those customers return to purchase their next car from the same company is another challenge entirely. With so much choice on the market and fresh-faced startups competing against the old guard, carmakers have their work cut out to persuade customers to return to their showrooms.

Some carmakers are better at retaining the loyalty of their customers than others, and according to J.D. Power’s latest survey, the best premium car brand for customer loyalty is Porsche. A total of 58.2% of Porsche buyers were returning customers, which is significantly higher than the overall industry average of 49%. The second-best premium car brand for customer loyalty was Mercedes-Benz, which saw 49.7% of its customers return when it was time for an upgrade.

Loyalty levels among premium car buyers was lower than that of mass market car buyers, with Toyota boasting the most loyal customers in the latter category. According to the survey, 62% of Toyota car buyers were returning customers. Honda’s customer loyalty rate reached 55.5%, putting it in second place among mass market car brands. Honda took the top spot in J.D. Power’s mass market SUV category, with 62% of its buyers returning to purchase another vehicle.

Why does customer loyalty matter?

Customer loyalty rates are an important metric for carmakers. A higher proportion of returning customers indicates that many buyers were happy with their previous purchases, and happy customers are more likely to recommend a vehicle to their family and friends. Additionally, J.D. Power says that customer loyalty can also help bolster the resale value of a brand’s cars. It’s no coincidence that models from Porsche, Toyota, and Honda all feature on the list of new cars with the highest resale value.

The customers also directly benefit when they buy from brands with high levels of customer loyalty, since the higher resale value means they can expect higher trade-in values for their cars when it’s time to upgrade. With average new car prices remaining high thanks to the increasing cost of living and geopolitical uncertainty, many buyers also value predictability. No one wants to purchase a new car only to be landed with a nasty surprise regarding its features or reliability, but J.D. Power says that high levels of brand loyalty are a good indication that a brand is consistently meeting the expectations of its customers.





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