The side view of the ECFRS FireCar


FireCar is a road safety programme aimed at engaging with and educating road users.

Our Fire Car is an Audi S3 performance car generously donated to the Service by Group 1 Audi in Chelmsford. The car is  branded to identify it as being part of the Fire Service with a road safety design closely matched with our Community Wheels vehicle.

Essex has significant and growing issues with street racing activities, which have required Police enforcement activities. These activities are a risk not only to the drivers but also to others who often gather in significant numbers to watch.

The FireCar primarily (though not necessarily exclusively) targets young 18 - 35 year old performance car (‘cruiser car’) enthusiasts, who are among the highest-risk road user groups. FireCar is a unique programme in Essex to directly engage with this target audience.

FireCar has provided the opportunity to positively engage and educate these road users, using the publicly respected and trusted ECFRS brand.

The purpose of the FireCar is to attract the interest of road users (predominantly male) who aspire to own this kind of vehicle, to start a discussion about the car and its potential performance and then to educate and inform the audience about risk and consequences while driving on the roads.

The FireCar is used with the intention of achieving a genuine two-way dialogue with drivers, passengers and event spectators and influencing behaviour around the following messages:

  • Being a responsible driver
  • Understanding risk and consequence
  • Sharing the road
  • Avoiding inappropriate road behaviour
  • Preventing anti-social and dangerous driving

If you are holding an event and would like our FireCar to attend, please contact our road safety team at

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