TSLA Tesla Inc

An array of auto makers pledged to make automatic brakes standard on new vehicles, adding to safety breakthroughs such as air bags and electronic stability control that have become mainstays in cars and trucks.

Ten auto makers representing 57% of U.S. car sales in 2014 have pledged to make the technology available in new models, the nonprofit Insurance Institute for Highway Safety and federal Transportation Department said on Friday. Automatic emergency braking technology uses vehicle sensors such as cameras, radar or lasers to detect imminent crashes, warn drivers and engage the brakes if a motorist doesn't do so quickly enough.

"We are entering a new era of vehicle safety, focused on preventing crashes from ever occurring, rather than just protecting occupants when crashes happen," said U.S. Transportation Secretary Anthony Foxx in a statement Friday. "But if technologies such as automatic emergency braking are only available as options or on the most expensive models, too few Americans will see the benefits of this new era."

The 10 auto makers making the pledge are Audi AG, BMW AG, Ford Motor Co., General Motors Co., Mazda Motor Corp., Daimler AG's Mercedes-Benz, Tesla Motors Inc., Toyota Motor Corp., Volkswagen AG and Volvo. They plan to work with the regulators and the insurance institute in coming months on a timeline for making the technology standard on new cars and trucks.

Automatic braking is among a trove of advanced safety features that are sprouting in new vehicles as companies increasingly look toward driverless cars. Other safety systems manufacturers tout include adaptive cruise control that adjusts speeds based on traffic patterns and warning systems for blind spots and departing lanes. They are often on more-expensive trim levels as opposed to base models.

The pledge is likely an additional boon for certain parts suppliers focused on advanced technologies tied to autonomous driving. Michigan's Delphi Automotive PLC and Israel's Mobileye NV, both focused on emerging car technologies, are among those likely to benefit from continued adoption of such features, said RBC Capital Markets analyst Joseph Spak in a note.

A recent report from the insurance institute says automatic braking can reduce insurance claims by up to 35%. The system aims especially to prevent rear-end crashes often caused by drivers who are fatigued or distracted.

The auto makers' pledge comes after the National Highway Traffic Safety Administration, the U.S.'s chief car-safety regulator, proposed in January to recommend adding automatic braking to a list of recommended advanced safety features in a program that bestows starred safety ratings vehicle manufacturers covet. The insurance institute, meanwhile, said vehicles would eventually be required to feature the technology to receive the organization's "top safety pick" designation.

The commitment from the car companies came during a dedication of the insurance institute's newly expanded vehicle research center in Ruckersville, Va.

"The evidence is mounting that [automatic emergency braking] is making a difference," said Adrian Lund, the insurance institute's president, in a statement. "Most crashes involve driver error. This technology can compensate for the mistakes every driver makes because the systems are always on alert, monitoring the road ahead and never getting tired or distracted."

Regulators and the insurance institute said they hoped other auto makers would follow suit and that the companies making Friday's pledge would make the technology standard as soon as possible.

Write to Mike Spector at mike.spector@wsj.com

Access Investor Kit for "Toyota Motor Corp."

Visit http://www.companyspotlight.com/partner?cp_code=P479&isin=JP3633400001

Access Investor Kit for "Toyota Motor Corp."

Visit http://www.companyspotlight.com/partner?cp_code=P479&isin=US8923313071

Subscribe to WSJ: http://online.wsj.com?mod=djnwires

(END) Dow Jones Newswires

September 11, 2015 14:35 ET (18:35 GMT)

Copyright (c) 2015 Dow Jones & Company, Inc.