Driver Behavior Modification to Improve Roadway Safety

Dr. Priya Prasad Technical Fellow Ford Motor Company & Member of The National Academy of Engineering 1

Vehicle (cars + light truck) Occupant Fatalities in USA 35000 90% 80% 30000 25000 70% 60% 20000 50% 40% 15000 10000 30% 20% 5000 10% 0 1990 1992 1994 1996 1998

Year

2000 2002 2004 0% 2006 Total Veh.(Pass Car + Lt.Truck) Occupants Killed Belt wearing rate (%) % of Total drivers involved in fatal crashes with BAC=0.08+ TSF, NHTSA 2

Changes in Road Fatalities between 1994 & 2004 3 10% 5% 0% -5% -10% -15% -20% -25% -30% -35% -40% -45% U.S.A

U.K

Australia Sweden Italy Japan Netherlands France Germany UMTRI-2006-26

Safety Vision

Sweden Netherlands Japan Australia Zero Fatality Vision Zero Fatality Vision 50% Reduction in Fatalities by 2015 40% Reduction in Fatalities by 2010 United Kingdom 40% Reduction in Fatalities by 2010 Canada 30% Reduction in Fatalities by 2010 European Union 30% Reduction in Fatalities by 2010 United States 33% Reduction in Fatalities by 2008

4

Holistic Safety Approach

 Modification of driver behavior  Vehicle safety improvements  Infra-structure improvements  Enforcements of traffic laws 5

Driver Behavior Factors affecting Fatalities

 Seat belt wearing  Alcohol  Speed  Driver age/experience 6

Factors for Fatalities – NOT Wearing Restraints 7 32% 32% 31% 2004 25% 23% 19% 15% 13% 12% 11% 10% <5 5-9 10-15 16-20 21-24 25-34

Age (yrs)

35-44 45-54 55-64 65-74 >74 TSF, NHTSA

Factors for Fatalities – Alcohol Involvement 8 9% DRIVERS with BAC 0.08 g/dL or HIGHER (2005) 32% 28% 23% 19% 16% 12% 7% 4% <16 16-20 21-24 25-34 35-44

Age (yrs )

45-54 55-64 65-74 >74 DOT HS 810616

Factors for Fatalities - Speeding 2005 9 DOT HS 810629

Vehicle (cars + light truck ) Occupant Fatality Rate in USA 0.30

10 16-20 yr 0.25

21-24 yr 0.20

>74 yr 0.15

0.10

Total Veh Occ.

0.05

0.00

1990 1992 1994 1996 1998

Year

2000 2002 2004 2006 TSF, NHTSA

Holistic Countermeasures

 Policy  Education  Enforcement  Technology 11

Belt Wearing Rates

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

Alcohol Impaired Driving Reduction

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

Technology Status

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

Speed

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

Driver Demographics

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

Driving Skills for Life Program

 A collaboration between Ford and the GHSA  New website launched in May- over 500 logins per day, further enhancements planned  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  Investigating other opportunities 17

Potential Technological Interventions for Teenage drivers

 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 18

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.

 Therefore, a policy based on enforcement and education will have a faster effect. 19