“Fast and furious... Soviet-style: Crazy stunt drivers of Georgia try to impress Hollywood by speeding through crowded public streets.” The clip, uploaded by the team of would-be-stunts has reportedly received 2 million YouTube views in a week. While supposedly there is no such thing as bad publicity, Georgia may find the hard way that this is not an iron-clad rule.

With very low levels of domestic savings and no oil and gas resources at hand, Georgia can only achieve higher productivity levels by borrowing abroad and increasing the quantity and quality of foreign direct investment (FDI). Borrowing is pricy given Georgia’s poor country credit ratings (far from investment grade), whereas FDI has been trickling in at speeds that are not sufficient to lift the economy.

Georgia’s geographic location on a trade route from Europe to Central Asia and the general policy environment (lack of corruption, “ease of doing business”, and low trade barriers) do provide international businesses with a sense of economic opportunity. Moreover, there may be something about the country and its people that would attract investors despite a lack of immediate economic advantage. The innate decency of the Georgian people, their warmth and hospitality to foreigners, beautiful landscapes, and great food, are some of the factors that come to mind. After all, other things being financially equal (or even slightly unequal) it makes sense to develop a long-term relationship with a country you like…

Yet, as I wrote here last summer, certain cultural factors and traits might deter potential investors from making a long-term commitment even in the presence of an obvious economic opportunity. One such factor is bad driving manners. Last week’s YouTube sensation is not a sensation for anyone walking or driving in Tbilisi. Georgia boasts one of the lowest crime rates in the world, yet its capital is not a safe city. It is not safe to walk around Tbilisi given the absence of sidewalks. It is not safe to cross Tbilisi roads given the lack of respect for pedestrians’ rights. And it is not safe to drive in the city given the reckless (bordering on suicidal) behavior of many Georgian drivers.

One could find consolation in the fact that the situation is gradually improving, at least as far as statistics are concerned. After 2008, which was the worst year in Georgia’s traffic history, the number of car accidents and the cost of these accidents in terms of human life have been on a steady decline. Yet, much of this improvement could be attributed to investment in inter-city infrastructure and enforcement of seat belts. To the detriment of tourists, potential investors, and the Georgian people at large, the culture of driving in the cities appears to be resilient to change. It is my hunch, however, that bad driving manners could be eliminated in a fortnight, just like petty corruption was defeated back in 2004-5. All it would take is political will, stricter regulations (higher fines), and tougher enforcement. The results would include lives saved and a greatly strengthened competitive image abroad.

It may well be the case that the stunt drivers made a huge favor to Georgia by raising people’s awareness of the issue and placing it on the new government’s agenda. Dealing with the crazy driving problem provides Bidzina Ivanishvili’s government with a brilliant opportunity to score political points and gain the good publicity it desperately needs at home and abroad. After all, this would be much easier and faster than fixing the economy or mending the fences with Russia.