1

Driver Behavior Modification to Driver Behavior Modification to Improve Roadway Safety Improve Roadway Safety

Dr. Priya PrasadDr. Priya PrasadTechnical Fellow Technical Fellow

Ford Motor Company Ford Motor Company &&

Member of The National Academy Member of The National Academy of Engineeringof Engineering

2

Vehicle (cars + light truck) Occupant Fatalities in USA

TSF, NHTSA

0

5000

10000

15000

20000

25000

30000

35000

1990 1992 1994 1996 1998 2000 2002 2004 2006Year

Nu

mb

er

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Total Veh.(PassCar + Lt.Truck)Occupants Killed

Belt wearing rate(%)

% of Total driversinvolved in fatalcrashes withBAC=0.08+

3

Changes in Road Fatalities between 1994 & Changes in Road Fatalities between 1994 & 20042004

U.K

Australia SwedenItaly

Japan

Netherlands France Germany

U.S.A

-45%

-40%

-35%

-30%

-25%

-20%

-15%

-10%

-5%

0%

5%

10%

UMTRI-2006-26

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Safety VisionSafety Vision

Sweden Zero Fatality Vision

Netherlands Zero Fatality Vision

Japan 50% Reduction in Fatalities by 2015

Australia 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

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Holistic Safety ApproachHolistic Safety Approach

Modification of driver behaviorModification of driver behavior Vehicle safety improvementsVehicle safety improvements Infra-structure improvementsInfra-structure improvements Enforcements of traffic lawsEnforcements of traffic laws

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Driver Behavior Factors affecting Driver Behavior Factors affecting FatalitiesFatalities

Seat belt wearingSeat belt wearing AlcoholAlcohol SpeedSpeed Driver age/experienceDriver age/experience

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Factors for Fatalities – NOT Wearing RestraintsFactors for Fatalities – NOT Wearing Restraints

15%

23%

32%32%

31%

25%

19%

13%12% 11%

10%

<5 5-9 10-15 16-20 21-24 25-34 35-44 45-54 55-64 65-74 >74

Age (yrs)

2004

TSF, NHTSA

8

9%

16%

32%

28%

23%

19%

12%

7%

4%

<16 16-20 21-24 25-34 35-44 45-54 55-64 65-74 >74

Age (yrs)

Factors for Fatalities – Alcohol InvolvementFactors for Fatalities – Alcohol Involvement

DOT HS 810616

DRIVERS with BAC 0.08 g/dL or HIGHER (2005)

9

Factors for Fatalities - SpeedingFactors for Fatalities - Speeding

DOT HS 810629

2005

10

0.00

0.05

0.10

0.15

0.20

0.25

0.30

1990 1992 1994 1996 1998 2000 2002 2004 2006

Year

Fata

lity

Rat

e (n

orm

to 0

00's

pop

ulat

ion) 16-20 yr

21-24 yr

>74 yr

Total VehOcc.

TSF, NHTSA

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

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Holistic CountermeasuresHolistic Countermeasures

PolicyPolicy EducationEducation EnforcementEnforcement TechnologyTechnology

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Belt Wearing RatesBelt Wearing Rates

Primary belt wearing lawsPrimary belt wearing laws Educational campaignsEducational campaigns Strict enforcementStrict enforcement Technological intervention: Ford’s Belt-Technological intervention: Ford’s Belt-

Minder, Seat-belt interlocks, Belt Minder, Seat-belt interlocks, Belt comfort and convenience improvementscomfort and convenience improvements

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Alcohol Impaired Driving Alcohol Impaired Driving ReductionReduction

<0.08 BAC law <0.08 BAC law Zero-tolerance laws (proposal in some Zero-tolerance laws (proposal in some

European countriesEuropean countries Strict enforcement of lawsStrict enforcement of laws High fines (Japan)High fines (Japan) Educational campaignsEducational campaigns Technology: alcohol interlocksTechnology: alcohol interlocks

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Technology StatusTechnology Status

Technology has a roleTechnology has a role Current technology effective for repeat Current technology effective for repeat

offendersoffenders Mass scale introduction expected only after Mass scale introduction expected only after

ten yearsten years Consumer acceptance may still be an issueConsumer acceptance may still be an issue Total fleet saturation will take substantially Total fleet saturation will take substantially

longer time (additional 15 years)longer time (additional 15 years)

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SpeedSpeed

Speed limitsSpeed limits Speed limit enforcementSpeed limit enforcement Educational campaignsEducational campaigns Technology: Roadside and traffic light Technology: Roadside and traffic light

cameras (highly effective in Europe)cameras (highly effective in Europe) Intelligent Speed Adaptation- Intelligent Speed Adaptation-

Information and control (European Information and control (European Experiment)Experiment)

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Driver DemographicsDriver Demographics

Teen aged drivers is an issue, some Teen aged drivers is an issue, some from inexperience and some from risky from inexperience and some from risky behaviorbehavior

Graduated Driver Licensing and Graduated Driver Licensing and enforcementenforcement

Parental education regarding risk Parental education regarding risk factors for teenagersfactors for teenagers

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Driving Skills for Life ProgramDriving Skills for Life Program

A collaboration between Ford and the GHSAA collaboration between Ford and the GHSA New website launched in May- over 500 New website launched in May- over 500

logins per day, further enhancements logins per day, further enhancements plannedplanned

Summer camp in August: 600 teens trained, Summer camp in August: 600 teens trained, 100 parents participated100 parents participated

30-min. documentary to be launched soon, 30-min. documentary to be launched soon, with PR campaigns on national media (TV, with PR campaigns on national media (TV, Radio, print/onlineRadio, print/online

Investigating other opportunities Investigating other opportunities

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Potential Technological Potential Technological Interventions for Teenage driversInterventions for Teenage drivers Parents can request for the following:Parents can request for the following:

– Smart seatbelt interlocksSmart seatbelt interlocks– Smart alcohol interlocksSmart alcohol interlocks– Smart license to control vehicle Smart license to control vehicle

acceleration and speedacceleration and speed Above is technologically feasible, but Above is technologically feasible, but

needs demand from parentsneeds demand from parents

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Technology Vs PolicyTechnology Vs Policy

Technology will play a role in modifying Technology will play a role in modifying driver behavior, but the effect of driver behavior, but the effect of technological intervention will be in the technological intervention will be in the long term due to the time taken to reach long term due to the time taken to reach fleet saturation.fleet saturation.

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