IAM RoadSmart launches in-vehicle technology content for drivers and fleet operators

PRESS RELEASE – Embargoed until 0001, Thursday 7th November 2024

New advanced driver assistance systems (ADAS) education content has been launched today by IAM RoadSmart in collaboration with the Hi-Drive project campaign.

The materials give detailed information about existing and emerging technology in vehicles to help drivers and commercial fleet managers understand how such systems can improve road safety and mobility. The content is supported by informative Hi-Drive project visuals and videos explaining the different stages of automation.

The initiative seeks to inform the public about the difference between driving aids and semi-autonomous features, thereby increasing awareness and reducing confusion about the capabilities of such systems. Additionally, the content seeks to educate drivers on dashboard warning systems they might see illuminated and actions that should be undertaken to prevent mechanical problems.

IAM RoadSmart has been implementing the Hi-Drive User Education media campaign to raise awareness about the different driver support features and automated driving functions that exist in today’s vehicles on both UK and European roads. The Hi-Drive project is a research project co-funded by the European Union’s Horizon 2020 Programme to address the challenges of high automation.

Department for Transport (DfT)* data shows that driver and rider error were a contributory factor in 849 fatalities on Britain’s roads in 2023. Driver error is the leading cause of fatalities on roads and underlines the need for better awareness and understanding of technology that can assist in reducing potentially lethal mistakes.

Research conducted by IAM RoadSmart for its 2024 Road Safety Report** reveals that while many drivers now have many ADAS systems in their vehicles, substantial numbers rarely or never use it. For example, a third of drivers (34%) surveyed said they never use adaptive cruise control despite their vehicle having it. A quarter (25%) say they use it often with 16% saying they rarely use it.

IAM RoadSmart Commercial spokesperson Gary Bates said: “With more advanced technology being installed into new vehicles, it’s never been more important for drivers and fleet managers to have a greater understanding of the systems that can reduce collisions. Many of these systems will also make driving a less stressful experience so it will help drivers and fleet operators better manage their journeys.”

Justyna Beckmann, EU Projects Manager at FIA Region I and leader of the Hi-Drive User Campaign said: “Automated driving could offer a wide range of opportunities for mobility, safety and the environment. However, it is important that users understand the benefits and limitations of existing ADAS and automated driving features in their vehicles. This will help increase user engagement with the technology while ensuring safe driving.

The content can be found on IAM RoadSmart’s Commercial website and is available for the next 12 months.

ENDS

Notes to editors:

https://www.hi-drive.eu/uec/
* https://www.gov.uk/government/statistics/reported-road-casualties-great-britain-annual-report-2023/reported-road-casualties-great-britain-annual-report-2023
** Data tables available on request – full report due to be published on IAM Media Centre