Automobile safety is an issue of public health and welfare. People die when automobile manufacturers cut corners. Consequently, it is imperative that the governing regulatory agency, the National Highway Traffic Safety Administration, impose effective, fair penalties for violations of safety regulations. Current penalties have consisted, almost entirely, of monetary penalties against corporate entities. This framework has insulated the real decision makers — the executives — from liability. It has allowed them to pad their personal bank accounts while running over driver safety. To effectively enforce safety regulations, deter infringement, and save lives, NHTSA should utilize individual accountability. Drawing on the resources surrounding the responsible corporate officer doctrine this Note proposes a version of that doctrine for executives within the automobile industry: the imposition of negligence based civil penalties upon responsible corporate officers.