“…A few Vision Zero studies have focused on key components, such as problem formulation and design principles (Johansson, 2009), concluding that the introduction of Vision Zero entails a change in traditions and road traffic culture, as well as new ethical and moral principles (Elvebakk, 2007), leading to trade-offs, differences and conflict of interests within the policy area. Vision Zero has been criticized for presenting an unobtainable, unrealistic, rhetorical, and irrational goal (Elvik, 1999;Lind and Schmidt, 1999), for undermining the individual responsibility and freedom (Ekelund, 1999), and for not being cost-efficient (Elvik, 2003).…”