Intelligent Speed Assist and the current market – cracking a tough nut

The safety benefits of the Intelligent Speed Assist (ISA) technology have been demonstrated in a number of studies in Australia (eg. TAC SafeCar project) and overseas (eg. Sweden, Denmark, The Netherlands, United Kingdoms). These safety benefits apply to both the active limiting and supportive versions of the technology, with the former linked to the larger reduction in road trauma. Despite the favourable outcomes of these studies, penetration of ISA into the market place has made little progress to date internationally and has been met with a number of difficulties. Barriers include the need for a current up to date speed limit database, the notion of a limiting system being too restrictive and ‘big brother’, and manufacturer reluctance to investigate and promote the technology. So what are the approaches to help ISA gain acceptance in the community? This paper will explore, with a view to bringing into focus, the steps that are likely to provide safety dividends.