‘Love my Ride’ marketing campaign goals to scale back automotive thefts

RICHMOND, Va. (WWBT) – Greater than 10,000 vehicles are stolen yearly in Virginia. That’s why a number of police departments, together with Richmond, Henrico and Chesterfield, are becoming a member of forces to curb thefts. All these companies say they’ve seen an uptick in automotive thefts, and more often than not, individuals steal these vehicles with the keys inside.

“I would say 99 percent of our stolen cars have a key involved somehow; either the owner left the car running and unattended or they left a spare key inside the car somewhere,” stated Main Rick Edwards of the Richmond Police Division.

A number of police departments are reporting an increase in thefts. Within the Metropolis of Richmond, auto theft has elevated by 54 p.c in simply the primary three months of this 12 months. Henrico County has had 266 automobiles stolen to date this 12 months.


“We’re trying to attack it from a lot of different areas, so on the police side, we’re going to be stepping up our enforcement and making arrests for motor vehicle thefts. We have a lot of technology that is helping us to identify stolen cars, but we’re asking the public to work on it from the other angle,” said Edwards.

The brand new marketing campaign, “Love my Ride,” is a technique to make drivers part of the efforts to lower the thefts, asking them to take easy steps to guard their vehicles.

“You want to lock your vehicle every time you leave it. Take your keys with you. Try and park in a well-lit area. The second layer that we recommend is some type of preventative method, whether that’s a club steering wheel lock, a brake lock or our free VIN etching service,” defined First Sergeant Peter Lazear with Virginia State Police.


The brand new marketing campaign coincides with Nationwide Car Prevention month, which runs by means of July.

Copyright 2022 WWBT. All rights reserved.


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