Intelligent Speed Assistance Gives U.S. Drivers a Brake

The U.S. faces a daunting challenge with road safety. According to NHTSA, there were more than 40,000 fatalities on U.S. roads in 2023. Tragically, speeding is a significant contributing factor, involved in more than 25% of all traffic deaths.

The problem of speeding has only been exacerbated by distracted driving and the prevalence of smartphones being used behind the wheel. The reality is drivers are frequently exceeding speed limits, sometimes unintentionally due to distraction, and at other times knowingly, underestimating the risks to themselves, passengers, pedestrians and all road users alike.

Recent survey results from the Insurance Institute for Highway Safety (IIHS) suggest a growing recognition among U.S. drivers of the need for interventions to curb speeding. Findings from the IIHS survey highlight driver attitudes toward the adoption of an Intelligent Speed Assistance (ISA) system that provides audible and visual warnings when exceeding speed limits. The IIHS survey revealed that 60% of respondents support the idea of their vehicles providing warnings when they exceed speed limits.

The demand to curb speeding is clear, and the appetite for advanced safety features is growing. This is at a time when drivers have become more aware of the capabilities and benefits of advanced driver-assistance systems (ADAS).

Enhancing Road Safety, Today

ISA systems represent a progression in technology as the automotive industry deserves applause for their continued efforts to deliver safety-enhancing ADAS functions, such as blindspot detection and active lane assist, across all vehicle trim levels.

ISA uses a combination of mapping technology, on-board camera sensors and GPS data to deliver accurate speed limit information. The system can alert drivers through visual or audible warnings when they exceed the speed limit.

Car manufacturers can decide on what form the alert comes in. If the driver chooses, they can override the alerts each time the vehicle starts, but the important thing is that they are informed of the speed limit and notified if they go too fast.

The European Union implemented its first ISA regulation for new vehicle models effective July 2022. ISA is now mandatory for all newly registered motor vehicles from July 2024 onwards. The EU ISA regulation applies to all passenger cars, light commercial vehicles, buses and trucks, and automakers must develop robust systems that stand up to rigorous testing outlined in the regulation.

The European Transport Safety Council reports ISA is expected to reduce collisions by 30% and deaths by 20%.

Why ISA Needs the Right Technology Stack

The effectiveness of ISA systems centers on the robustness of digital mapping technology in combination with on-board sensors. High-precision maps are essential for accurately identifying speed limits across various road segments. The multi-data source approach to maintaining accurate speed limit information helps overcome the challenges of, for example, a camera-only ISA system not recognizing text or a small sign from a distance, or a sign being obscured due to weather conditions.

Dynamic speed limits, such as those near schools or construction zones, require that ISA systems receive up-to-date information to function correctly. There is also the challenge of having “explicit verse implicit” speed limits. For example, “implicit” speed limits are based on signs, not numbers, such as “end school speed limit” or “reduce speed ahead.”

The Road Ahead for ISA in the U.S.

The survey results from IIHS demonstrate the public demand for solutions to curb excessive speeding on American roads.

Today, more and more drivers in the U.S. have vehicles that display speed limit information within the speedometer, instrument cluster or navigation display.  

We also see trials of ISA technology, including a successful pilot by a fleet of vehicles operated by New York City. The State of California is also considering legislation to implement ISA. We expect to see adoption increase over time as policymakers, NHTSA and the U.S.’ New Car Assessment Program (NCAP) endorse the use of ISA.

The automotive industry is undergoing rapid transformation. As we enter a new era in automotive technology, the integration of ISA represents another step toward fewer crashes and deaths on the road. Improving road safety for all road users and reducing fatalities and injuries due to speeding are universal objectives.