1. 1 Driver Behavior Modification to Improve Roadway Safety Dr. Priya Prasad Technical Fellow Ford Motor Company & Member of The National Academy of Engineering

2. 2 Vehicle (cars + light truck) Occupant Fatalities in USA TSF, NHTSA

3. 3 Changes in Road Fatalities between 1994 & 2004 UMTRI-2006-26

4. 4 Safety Vision SwedenZero Fatality Vision Netherlands Zero Fatality Vision Japan 50% Reduction in Fatalities by 2015 Australia 40% Reduction in Fatalities by 2010 United Kingdom40% Reduction in Fatalities by 2010 Canada30% Reduction in Fatalities by 2010 European Union30% Reduction in Fatalities by 2010 United States33% Reduction in Fatalities by 2008

5. 5 Holistic Safety Approach Modification of driver behavior Modification of driver behavior Vehicle safety improvements Vehicle safety improvements Infra-structure improvements Infra-structure improvements Enforcements of traffic laws Enforcements of traffic laws

6. 6 Driver Behavior Factors affecting Fatalities Seat belt wearing Seat belt wearing Alcohol Alcohol Speed Speed Driver age/experience Driver age/experience

7. 7 Factors for Fatalities – NOT Wearing Restraints 2004 TSF, NHTSA

8. 8 Factors for Fatalities – Alcohol Involvement DOT HS 810616 DRIVERS with BAC 0.08 g/dL or HIGHER (2005)

9. 9 Factors for Fatalities - Speeding DOT HS 810629 2005

10. 10 TSF, NHTSA Vehicle (cars + light truck ) Occupant Fatality Rate in USA

11. 11 Holistic Countermeasures Policy Policy Education Education Enforcement Enforcement Technology Technology

12. 12 Belt Wearing Rates Primary belt wearing laws Primary belt wearing laws Educational campaigns Educational campaigns Strict enforcement Strict enforcement Technological intervention: Ford’s Belt- Minder, Seat-belt interlocks, Belt comfort and convenience improvements Technological intervention: Ford’s Belt- Minder, Seat-belt interlocks, Belt comfort and convenience improvements

13. 13 Alcohol Impaired Driving Reduction <0.08 BAC law <0.08 BAC law Zero-tolerance laws (proposal in some European countries Zero-tolerance laws (proposal in some European countries Strict enforcement of laws Strict enforcement of laws High fines (Japan) High fines (Japan) Educational campaigns Educational campaigns Technology: alcohol interlocks Technology: alcohol interlocks

14. 14 Technology Status Technology has a role Technology has a role Current technology effective for repeat offenders Current technology effective for repeat offenders Mass scale introduction expected only after ten years Mass scale introduction expected only after ten years Consumer acceptance may still be an issue Consumer acceptance may still be an issue Total fleet saturation will take substantially longer time (additional 15 years) Total fleet saturation will take substantially longer time (additional 15 years)

15. 15Speed Speed limits Speed limits Speed limit enforcement Speed limit enforcement Educational campaigns Educational campaigns Technology: Roadside and traffic light cameras (highly effective in Europe) Technology: Roadside and traffic light cameras (highly effective in Europe) Intelligent Speed Adaptation- Information and control (European Experiment) Intelligent Speed Adaptation- Information and control (European Experiment)

16. 16 Driver Demographics Teen aged drivers is an issue, some from inexperience and some from risky behavior Teen aged drivers is an issue, some from inexperience and some from risky behavior Graduated Driver Licensing and enforcement Graduated Driver Licensing and enforcement Parental education regarding risk factors for teenagers Parental education regarding risk factors for teenagers

17. 17 Driving Skills for Life Program A collaboration between Ford and the GHSA A collaboration between Ford and the GHSA New website launched in May- over 500 logins per day, further enhancements planned New website launched in May- over 500 logins per day, further enhancements planned Summer camp in August: 600 teens trained, 100 parents participated Summer camp in August: 600 teens trained, 100 parents participated 30-min. documentary to be launched soon, with PR campaigns on national media (TV, Radio, print/online 30-min. documentary to be launched soon, with PR campaigns on national media (TV, Radio, print/online Investigating other opportunities Investigating other opportunities

18. 18 Potential Technological Interventions for Teenage drivers Parents can request for the following: Parents can request for the following: –Smart seatbelt interlocks –Smart alcohol interlocks –Smart license to control vehicle acceleration and speed Above is technologically feasible, but needs demand from parents Above is technologically feasible, but needs demand from parents

19. 19 Technology Vs Policy Technology will play a role in modifying driver behavior, but the effect of technological intervention will be in the long term due to the time taken to reach fleet saturation. Technology will play a role in modifying driver behavior, but the effect of technological intervention will be in the long term due to the time taken to reach fleet saturation. Therefore, a policy based on enforcement and education will have a faster effect. Therefore, a policy based on enforcement and education will have a faster effect.