Promoting Intelligent Speed Assistance to reduce UK road traffic crashes

10 February 2025

The University of Sheffield, in partnership with the University of Greenwich, received funding to promote Intelligent Speed Assistance as a technological solution that can reduce speed-related road traffic collisions.

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 set out to understand the context of ISA introduction and to develop ways to enhance ISA uptake and usage.

In Europe, all new cars sold from 2024 should have a version of ISA fitted, although similar legislation is yet to be introduced in the UK.

Drivers who took part in the study supported the importance of increased awareness of ISA as a tool to help improve understanding and effective usage. Road safety campaigns can assist with addressing this knowledge gap and encouraging individuals to proactively choose to use ISA in the absence of legislation.