More than 10,000 people are killed each year, and another 16,000 injured when their vehicles roll over in a crash.
Right now there is no federal standard for vehicle roof strength. A new test and dramatic new video released Tuesday could change that.
"The most important step that automakers can take to protect us from rollover crashes is to prevent roofs from crushing in during the rollover," says Joan Claybrook, Public Citizen President.
The National Highway Traffic Safety Administration is working on a safety standard for all vehicles.
General Motors developed this $10 million rollover test facility in Michigan and other manufacturers test their roofs as well, but there has been no industry standard for testing.
Critics say the Jordan Rollover System, or JRS, test should become the measuring stick for new nationwide standards in vehicle roof safety.
"The advantage here is that this is a highly controlled test, so that each time you run it you get the same results," says Claybrook.
Results that watchdog groups like Public Citizen says can improve dramatically.