Model State Driver Distraction Plan Ford Motor Company
At Ford, we believe driver distraction is a very important issue. Drivers experience many different types of distraction on a daily basis. Drivers are going to have conversations, read maps and directions, and listen to music when they drive. The most complete research shows when a driver s eyes are away from the road for an extended period, such as when texting, the risk of an accident increases substantially. That is why Ford supports a ban on drivers using hand-held held devices and encourages the use of hands-free voice-activated technology to help the driver keep their hands on the wheel and eyes on the road. Sue Cischke, Group Vice President Sustainability, Environment and Safety Engineering Ford Motor Company
Driver Distraction is not a new topic Early 1900 s When windshield wipers were first installed, some feared that the rhythm of the wipers would hypnotize the driver 1930 s Efforts in Massachusetts and St. Louis to ban radio use while driving Pre-set push button radios introduced in the late 1930 s to reduce distraction of tuning 1970 s NHTSA started monitoring the category Driver Distraction in their accident databases Indiana University study identified driver inattention as the leading cause of automobile accidents Late 90 s, Early 2000 s, y Many countries ban the use of hand-held devices in vehicles Alliance publishes Driver Focus Telematics Guidelines
Distracted Driving over the last year Notoriety with NY Times series began in Summer 2009 Led to a DOT Summit, Senate and House hearings and a multitude of State and Federal legislative proposals President issued a White House Executive Order banning Federal Employees from texting while driving Publication of a NHTSA Distracted Driving Research Plan including data, vehicle and driver behavioral initiatives in April 2010 And there continues to be discussion on the best course of action
Key Points to Consider A growing number of drivers are using hand-held electronics while driving Driver distraction is a real concern, though available data indicate that electronic devices are a smaller part of the highway safety problem than some believe Naturalistic real-world driving research indicates that visual distraction or looking away from the road is the main contributor to crashes. Bans on hand-held held cell phones and texting with hand-held held devices are consistent with the latest research and global legislation Many studies show that hands-free, voice-based interfaces offer advantages over hand-held 5
Wireless Subscriptions and Crash Rates in the U.S. Police Reported Crash Rates and Wireless Subscription Growth 1988-2008 300,000,000, 350 Numb ber of Subscribers 250,000,000 200,000,000 150,000,000 100,000,000 50,000,000 300 250 200 150 100 50 aveled Crashes on Vehicle Miles Tra per 100 Millio 0 0 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 Year Number of Wireless Subscribers Crashes per 100 Million Vehicle Miles Traveled Sources: Traffic Safety Facts, DOT HS 811 002, NHTSA, 2007 Traffic Safety Annual Assessment, DOT HS 811 172, NHTSA, 2008 CTIA, ANNUALIZED WIRELESS INDUSTRY SURVEY RESULTS - DECEMBER 1985 TO DECEMBER 2008 6
Three Components of Model Plan 1. Legislation w/ Strong Enforcement 2. Education and Increased Awareness 3. Technology to Assist the Driver Similar to Click It or Ticket and Over the Limit, Under Arrest efforts to positively affect driver behavior
1. Legislation w/ Strong Enforcement Hand-held Texting Bans Hand-held Cell Phone Bans Novice Driver Restrictions (Graduated Drivers Licensing) Alliance of Automobile Manufacturers (Alliance), Consumer Electronics Association and NHTSA Model Language available for consideration
1. Legislation w/ Strong Enforcement Alliance Language Hand-held Texting Ban (B) Prohibition -- An operator of a moving motor vehicle is prohibited from writing, sending, or reading a text message using a hand-held held mobile telephone. Hand-held Cell Phone Ban A person who operates a motor vehicle shall not use a handheld mobile telephone to engage in a call while the motor vehicle is in motion unless the handheld mobile telephone is utilized with a hands- free device. A person is not considered to be engaged in a call when the person is activating or deactivating a feature or function of the handheld mobile telephone.
1. Legislation w/ Strong Enforcement Federal Activity: Rockefeller Bill (S. 1938) Requires States to pass bans with primary enforcement on manual texting and hand-held held cell phone use Provides funding for State enforcement and education initiatives Provides funding for research and real world datacollection Approved by Senate Commerce Committee June 2010 Proposals in the House currently in-active (Shumer, McCarthy, et al)
2. Education and Increased Awareness Drivers Education Courses/Requirements Distracted Driving included in Curriculum, Materials particularly for teens and parents i.e., Ford Driving Skills for Life Teen Driver Training Program (www.drivingskillsforlife.com) Increased Public Awareness Public Service Announcements Social Networking Sites (i.e., Twitter, Facebook) Special Task Force, Summit
Illinois Operation Teen Safe Driving Ford and the Illinois Department of Transportation have partnered for three years on a high school program to promote safe driving The program helps IL high h school implement local l teen-led safe driving campaigns in their communities Winning campaigns receive cash prizes to host a post prom event. All participating schools attend Ford s hands on safe driving clinics features professional drivers giving students rigorous behind the wheel driving i instruction i in all areas including texting while driving i etc,. The IL program has reached over a quarter of a million students and teen deaths have been reduced by 51%
3. Technology to Assist the Driver Hands-free, voice operated systems i.e., SYNC Teen keys i.e., Ford MyKey Navigation Systems Other Driver Warning Features Other Driver Warning Features Blind Spot Warning Cross Traffic Alert Forward Collision Warning
Keep your eyes on the road and your hands upon the wheel. (from Let it Roll by The Doors)
MyKey Ford Motor Company s MyKey y is a new technology designed to allow parents to encourage teen-agers to drive safely and more fuel efficiently, and increase safety-belt usage. The MyKey feature which will be offered across many Ford, Lincoln and Mercury models - allows owners to designate keys that can limit the vehicle s top speed and audio volume.
Blind Spot Information System
Cross Traffic Alert
Collision Warning with Brake Support
In Summary: A growing number of drivers are using hand-held electronics while driving Driver distraction is a real concern, though available data indicate that electronic devices are a smaller part of the highway safety problem than some believe Naturalistic real-world driving research indicates that visual distraction or looking away from the road is the main contributor to crashes. Bans on hand-held cell phones and texting with hand-held devices are consistent with the latest research and global legislation Many studies show that hands-free free, voice-based interfaces offer advantages over hand-held 20
Conclusion Distracted driving is a long-standing concern that should be addressed using a combination of: Legislation with Strong Enforcement Education and Increased Awareness Technology to Assist the Driver S f l d l i l d t bli / i t Successful models include strong public/private partnerships to find the balance.
We invite you to visit the Ford Future of Safety Tour