Introduction: In Colombia, in 2021, following the pandemic lockdown decline (2020), there were 7,270 deaths, a 22.5% increase compared to the previous year (5,936). Many of these deaths could be prevented by implementing cost-effective population measures such as the Vehicle Safety Standards (VSS). The study’s objective was to characterize the dynamics of the VSS market from the consumers’ perspective in Bogotá.Methodology: Exploratory qualitative study, which designed and applied a group of semi-structured interviews with members of trade groups, companies, state entities, certain international organizations, and the motorcycle sector to investigate elements related to the implementation of VSS in Colombia, such as consumer profiles, the positions of different stakeholders, the advertising offered, the market dynamics, and access to information.Results: The Colombian market prioritizes vehicle price over safety. Luxury is the category most valued by consumers in vehicles purchased in Colombia; additionally, safety is understood as a luxury. In Colombia, the car is and will continue to symbolize status and family equity. There are indications that consumers are willing to pay for VSS.Conclusions: the country must adopt international measures such as the WP.29 standards, which mandate that States improve the design, production, marketing, and distribution of safe vehicles to reduce road accidents. It is necessary to improve the National Quality Subsystem to provide clear information to consumers. Some key automotive industry players positively view adopting WP.29 to reduce consumer injuries and harm. This view is enhanced in the post-pandemic era, which shows an increase in traffic injuries and deaths.