A Dangerous Obsession: American Drivers’ Views on Intelligent Speed Assistance Systems and the Need for Greater Safety Measures

In the Port of Richmond, located at the bay of San Francisco, California on June 8, 2023, new vehicles are spotted at a parking lot. A survey conducted by the Insurance Institute for Highway Safety (IIHS) revealed that over 60% of drivers in the United States would approve of their vehicle notifying them audibly and visually if they exceed the speed limit.

The IIHS surveyed 1,802 drivers to understand their perceptions of intelligent speed assistance systems (ISA). Over-speeding plays a significant role in more than a quarter of traffic fatalities in the U.S., resulting in over 12,000 deaths in 2022. Despite this, around half of drivers confessed to driving at least 15 mph over the speed limit within the last month.

Starting next month, the European Union mandates that all new vehicles must be equipped with ISA systems. These systems utilize technology such as speed sign-recognition video cameras and GPS-linked speed limit data to inform drivers of the current speed limit and alert them if it is surpassed.

Senior research scientist Ian Reagan of IIHS commented on the current state of technology, stating that with existing technologies, it is possible to prevent speeding entirely and eliminate speeding tickets. However, he pointed out that advancements like adaptive cruise control and partial automation systems allow drivers to maintain high speeds, such as 90 mph.

Among the drivers surveyed by IIHS, more than 80% expressed interest in a feature that displays the current speed limit while over 70% agreed on the need for an unobtrusive tone when the speed limit changes. Approximately half were open to vehicle technology that enforces speed restrictions automatically or makes it harder to press the accelerator pedal.