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Dive Overview:
- A June survey by the Insurance Institute for Highway Safety found that a majority of U.S. drivers would be open to vehicles equipped with Intelligent Speed Assist, an in-car technology that uses the vehicle’s GPS location and a database of speed limits to help prevent drivers from speeding.
- ISA can be passive (warning if the driver exceeds the speed limit) or active (intervening to make it harder for the driver to exceed the speed limit.) IIHS concluded that while more than 60% of drivers would accept a passive warning, about half of respondents would accept an active intervention.
- “These findings are exciting because they suggest that American drivers are willing to change the way they drive to make our roads safer.” IIHS “Conventional wisdom has been that speed limiting technology would never be accepted in our country,” President David Harkey said in a press release. Car-centric culture.”
Dive Insights:
According to the National Center for Statistics and Analysis, more than 40,000 people die in car accidents each year in the United States, and more than a quarter of those are due to speeding.
While adoption of ISA is limited in the United States, the technology is popular around the world, and ISA will be mandatory for new cars sold in the European Union after July 2024. In November 2023, the National Transportation Safety Board recommended that U.S. automakers install ISA in their vehicles.
ISA technologies vary in whether they passively notify the driver with an audio or visual warning if the speed limit is exceeded, or actively use assistive technologies such as accelerator resistance to reduce the speed limit. Some ISA technologies even prevent speed limits completely automatically.
IIHS surveyed 1,802 U.S. drivers on their acceptance of ISA, whether the technology provides passive warnings or actively prevents speeding. In the survey, about 64% of respondents said they would accept passive warnings, and about half said they would accept technology that actively prevents speeding. In addition, about 70% of respondents said they would like to have ISA installed in their next car if it would help them reduce their insurance premiums.
In the IIHS survey, about three-quarters of respondents agreed that ISA would reduce accidents caused by speeding. The survey also showed that drivers would be more proactive if other cars had ISA, suggesting that federal intervention could help encourage its adoption in the United States.
IIHS suggested that some ISA features may be more acceptable in the United States, such as features that are less flexible in school zones and pedestrian areas and more flexible on highways.
“This technology allows for nuanced interventions that weren’t possible before,” Harkey said.
