Viewpoint: Driverless cars are not today’s answer for safer roads

Viewpoint: Driverless cars are not today’s answer for safer roads

There’s a bit of a driverless car “Space Race” on at the moment, with the likes of Google, Audi, Volvo and BMW all working hard to develop and demonstrate driverless cars in action.

It’s great to future-gaze, but that’s exactly what we’re looking at – the far-off future.

Yes, there’ll be spin-offs, and it’s helping to support new driver assist safety technologies, but there are many other aspects to overcome before driverless cars become a reality. Considerations such as urban planning and who takes the blame in the event of a driverless car being involved in an accident need to be addressed first.

In the meantime, we could be looking at 20-plus years before driverless cars become a mainstream reality on U.K. roads. And by that time, at today’s rates, there will be more than 35,000 fatalities and more than 460,000 people seriously injured. Also, there will be more than 2,300 bicycle deaths, which could be worse still if the rate of cyclists on the road continues to rise.  

Government figures may show slight improvements in road safety, but the numbers are still galling.

Focus on the now

So, shouldn’t more effort be made about improving road safety using today’s technology, rather than what will only be a reality in many years’ time?

Driver assist technologies are being installed in some vehicles today, such as automated braking and parking assistance. But we should also be focusing on driver behavior. And here telematics is an under-utilized technology.

Over the years, telematics has evolved from being a vehicle tracking application to being a means of helping businesses to lower the cost of deploying their fleets, largely by improving fuel efficiency. However, the road safety benefits shouldn’t be overlooked and are, in a sense, more important, despite a number of misconceptions.

The first misconception to get over is that, to make roads safer, it’s not about reducing the speed that people are driving at. Speed matters. But there’s much more to the story.

Think about the last time you saw dangerous driving on the motorway or around town. It’s not just speed you notice. It’s also reckless, aggressive driving – drivers tailgating you, slamming on brakes, taking corners too fast and so on.

Change driver behavior

At Masternaut, we believe that in order to improve driver safety, you need to look at all of these events. We record and analyze driver events such as speed, acceleration, braking and RPM (and idling, but more for fuel efficiency) to get a picture of a driver’s style.

In a business environment, capturing this information about drivers builds up a picture of who is driving safely and who isn’t. If necessary, weightings can be assigned to driver events to create a score for each driver so that the drivers that need attention can be highlighted and addressed in two ways.

Firstly, a device can be installed in the vehicle to alert the driver with a beep when the threshold for an event has been exceeded – and remember, we’re not just talking about speeding here. 

Secondly, looking at the reports of driver events, fleet managers can identify drivers for driver safety training. This can all be monitored on an ongoing basis to ensure that safety improvements are sustained.

Professionals and consumers benefit

Of course, what we’re talking about here is helping professionals drive more safely, but telematics has an application in the consumer market too.

While we are working with a number of insurance companies on a commercial driving basis, we’re still surprised that it hasn’t taken off so far. Perhaps there isn’t enough of an incentive in terms of reducing the cost of premiums?

I accept that telematics is just one part of the picture to make roads safer. 

I also note that the U.K government recently announced that it is increasing spot fines for offences, such as lane hogging or using a mobile phone whilst driving.

Many road users doubt that this will be an especially effective deterrent. A recent poll of 3,000 drivers by Auto Trader found that 60% reckoned the new careless-driving fines would make absolutely no impact on road safety. 

Apply social pressures

In my opinion, to improve driver safety, two things need to happen. 

You need to capture information about driving practices and be in a position to action them – for example, by providing training exactly where it’s needed. Telematics is clearly positioning to help here.

The second thing is to enable social pressures to change people’s habits. If you look at the success of the introduction of seat belts, it wasn’t spot fines that made people ‘belt up’ but people wanting to conform to social norms, largely promoted through television advertising.

So, we should be celebrating safe driving more, whether it’s in a commercial or personal basis. 

Martin Hiscox is CEO of Masternaut.

For all the latest telematics trends, check out Telematics Munich 2013 on Nov. 11-12 in Munich, Germany, Telematics for Fleet Management USA 2013 on Nov. 20-21 in Atlanta, Georgia, Content and Apps for Automotive USA 2013 on Dec. 11-12 in San Francisco, Consumer Telematics Show 2014 on Jan. 6 in Las Vegas, Telematics for Fleet Management Europe 2014 on March 12-13 in Amsterdam, The Netherlands, and Content and Apps for Automotive Europe 2014 on April 8-9 in Munich, Germany.

For exclusive telematics business analysis and insight, check out TU’s reports: Telematics Connectivity Strategies Report 2013The Automotive HMI Report 2013Insurance Telematics Report 2013 and Fleet & Asset Management Report 2012.


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