Dedicated Short Range Communication (DSRC) is a promising technique for vehicle ad-hoc network (VANET) and collaborative road safety applications. As road safety applications require strict quality of services (QoS) from the VANET, it is crucial for DSRC to provide timely and reliable communications to make safety applications successful. In this paper we propose two adaptive message rate control algorithms for low priority safety messages, in order to provide highly available channel for high priority emergency messages while improve channel utilization. In the algorithms each vehicle monitors channel loads and independently controls message rate by a modified additive increase and multiplicative decrease (AIMD) method. Simulation results demonstrated the effectiveness of the proposed rate control algorithms in adapting to dynamic traffic load.