Universities of Sheffield and Greenwich investigating intelligent speed assistance to improve road safety

Grants Awarded
Written By Lynne Dickens
Technology showing a car's movement in outline

The University of Sheffield, in partnership with the University of Greenwich, has received £195k funding from The Road Safety Trust to promote Intelligent Speed Assistance as a technological solution that can reduce speed-related road traffic collisions.

The Road Safety Trust, dedicated to achieving zero deaths and serious injuries on UK roads, funded over £1million for technology-focused road safety projects through its main theme grants in 2021.

Speeding is common on UK roads and increases both the chances of crash involvement and the severity of crashes suffered. Intelligent Speed Assistance (ISA) is an in-car technology that helps drivers remain within the speed limit. It is likely to become a common feature in UK vehicles over the next 10 years and could reduce serious road traffic crashes by up to 30%. This project aims to understand the context of ISA introduction and to develop ways to enhance ISA uptake and usage.

Professor Richard Rowe at the University of Sheffield said: “Realising ISA’s potential safety benefits depends on how it is adopted by drivers. We will be investigating how ISA can be most effectively introduced to save the most lives.”

Sally Lines, Chief Executive of The Road Safety Trust said: “We really welcome the project from the University of Sheffield in its partnership with the University of Greenwich, as it has a clear link to how technology can be used to improve road safety and in turn help us work towards our vision of zero deaths and serious injuries on UK roads.”

Lynne Dickens

Spot On Creative is a Northants-based creative team who have the hard-earned skills, expertise and industry knowledge that only come from having worked for years in advertising. It’s all managed by Lynne Dickens who has over 20 years’ experience in marketing communications, and ten years in website design and build, and creative team project management.

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