Further to the introduction of a new assessment system in 2009, Euro NCAP will launch on July 13 a new initiative highlighting the importance of new advanced safety features on offer by car manufacturers. This will be formally announced at the eSafety Challenge, which will take place in Millbrook, UK. Following this launch, Euro NCAP will reward selected car manufacturers at the Paris Motor Show on October 1, 2010 for the innovation in advanced safety features that were assessed under the new methodology. Available video available includes general views of the latest serie of car crash tests.