While ISA has the potential to play a significant role in improving road safety, the findings suggest that the current regulatory framework does not always reflect how the technology performs in real-world driving conditions.
ISA, which uses camera and GPS data to read speed limit signs and communicate the prevailing limit to the driver, became mandatory on new vehicles sold in the UK and European Union from July 2024.
The technology has the potential to reduce road casualties by helping drivers remain within posted speed limits. However, Thatcham Research’s findings suggest the current regulatory framework can leave gaps in how performance is captured, which may reduce driver confidence and lead some to disengage the system.
Jonathan Hewett, Thatcham Research CEO, said: “ADAS technologies represent one of the most significant opportunities we have to improve road safety, but that opportunity is only realised if the systems work correctly and earn the confidence of the people using them. ISA is a case in point, the intent behind the legislation is sound, helping drivers stay within speed limits saves lives. But a system that misreads limits, intervenes unexpectedly or presents drivers with speed data that bears no relation to the road they are on does not assist them. It frustrates and distracts them, and they turn it off.”