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Due to emerging initiative for road safety and in line with the Vehicle Pillar of the United Nation’s Decade of Action for Global Road Safety 2011–2020,the new car assessment program for Southeast Asian countries (ASEAN NCAP) is recently established in vision to elevate motor vehicle safety standards in the region and encourage a market for safer vehicles.During the first phase of the program,seven car models were selected and tested according to European New Car Assessment Program (Euro NCAP) protocol on offset frontal crash test.This paper reports the results of Phase I of ASEAN NCAP in terms of adult and child occupant protection,and compares the performance of similar cars being tested in this program with Euro and Latin NCAPs.Future challenges of this program as well as potential studies are discussed.