Driver Monitoring Technology Demand Rises with Drunk Driving Laws

New Regulations May Spur Driver Monitoring Tech

Companies focused on developing driver detection technologies are poised to benefit from a clause within the recently passed $1 trillion infrastructure bill. This provision mandates that automakers integrate technology capable of identifying driver impairment into all newly manufactured vehicles.

The Reduce Impaired Driving for Everyone Act

The stipulation originates from the Reduce Impaired Driving for Everyone Act, a bipartisan initiative introduced in April 2021. This act directs the U.S. Department of Transportation to establish safety standards for this technology within a three-year timeframe.

Automakers will subsequently have two years to achieve compliance and incorporate systems designed to detect and prevent operation of vehicles by impaired drivers. The initial reporting of this legislative detail was made by Reuters.

Impact on Driver Monitoring Systems

While the legislation doesn't specify the exact technology required, industry analysts suggest that firms specializing in camera-based driver monitoring systems (DMS) are likely to see the greatest advantages.

DMS technology is already relatively advanced within the automotive sector, evolving as a consequence of ongoing research into autonomous driving. The industry’s pursuit of self-driving vehicles aims to significantly reduce traffic fatalities in the long term.

However, advocates and regulatory bodies contend that existing technologies can be utilized to address immediate concerns, such as driving under the influence or while distracted.

Real-Time Physiological Monitoring

“This potential action by the U.S. Senate could facilitate the implementation of a camera-based, real-time solution,” stated Dr. Mike Lenné, chief science and innovation officer at Seeing Machines, in an interview with TechCrunch. “It would mark the first instance of U.S. automakers being both capable and obligated to observe real-time physiological alterations in a driver’s state when intoxication is present.”

Dr. Lenné further explained that intoxication causes discernible and consistent changes in visual scanning patterns and eye responses to stimuli, mirroring the principles behind field sobriety tests like the ‘follow the finger’ assessment.

System Requirements

The mandated systems must be capable of one or more of the following: monitoring driver performance to identify impairment and subsequently prevent or restrict vehicle operation; determining if a driver’s blood alcohol concentration (BAC) meets or exceeds the legal limit, potentially prohibiting vehicle operation; or a combination of both approaches.

Alternative Detection Methods

Camera-based systems are not the sole solution currently under consideration.

The DADSS Program

The Driver Alcohol Detection System for Safety (DADSS) program, a collaborative effort between the Automotive Coalition for Traffic Safety and the National Highway Traffic Safety Administration (NHTSA), promotes the use of breath or touch-based methods for determining BAC levels.

The touch-based method involves measuring BAC through the skin by directing infrared light through a driver’s fingertip. DADSS projects the availability of breath-based systems in vehicles by 2024 and touch-based systems by 2025.

Advantages of Camera-Based Systems

Lenné posits that a camera-based approach would prove more effective than breath or touch-based methods due to the rapid fluctuation of BAC levels. A driver could conceivably consume alcoholic beverages immediately before driving, resulting in a delayed reading on a breath or touch test.

Furthermore, BAC detection offers no assistance in identifying drivers impaired by drugs. Impairment can also occur *during* the act of driving, which BAC detection wouldn't capture.

Europe and the U.S.: Divergent Paths in Drunk Driving Detection

Initiatives are underway in Europe to mandate the inclusion of technology designed to detect impaired drivers, with a particular emphasis on camera-based Driver Monitoring Systems (DMS). Conversely, discussions in the United States have largely centered on DMS applications for driver assistance and higher levels of vehicle autonomy.

As defined by the Society of Automotive Engineers, Level 2 autonomy signifies a vehicle's capability to manage both steering and acceleration, yet still necessitates continuous driver engagement.

U.S. Focus on Advanced Driver Assistance

The potential U.S. legislation could further stimulate an industry that has experienced considerable expansion in recent years. This growth is fueled by automakers such as GM and Ford, who are integrating hands-free advanced driver-assistance systems into their vehicles.

These systems are already leveraging camera-based DMS for features like distracted and drowsy driver detection.

Seamless Integration of New Technology

“From an integration perspective, adding drunk driving detection doesn’t represent a significant leap forward from current efforts related to distracted or drowsy driving,” explains Lenné. “It can be viewed as simply another feature, or another algorithm, implemented on the existing hardware.”

Essentially, the underlying technology is already present in many modern vehicles.

Emerging Automotive Technologies

Stephanie Manning, chief government affairs officer at Mothers Against Drunk Driving (MADD), conveyed to TechCrunch that substantial financial investments have been directed towards the development of autonomous vehicle (AV) technology, yet widespread implementation remains distant. She emphasized that automakers have concurrently produced technologies with the potential for immediate life-saving impact.

Manning stated that the proposed regulations represent the most significant safety rulemaking ever undertaken by the National Highway Traffic Safety Administration (NHTSA) in terms of lives potentially saved, and their timely implementation is crucial. Delaying these measures will inevitably lead to further preventable fatalities.

Lenné countered this perspective, asserting that the technology is, in fact, close to broad market availability. His insight stems from his position at Seeing Machines, a provider of Driver Monitoring Systems (DMS) utilized in General Motors’ Super Cruise hands-free advanced driver assistance system.

Super Cruise, initially available in a single Cadillac model, has undergone significant expansion in both functionality and the range of GM vehicles it supports. It is now integrated into the Cadillac CT6, CT4, CT5, Escalade, and Chevrolet Bolt. Seeing Machines’ technology is also featured in the latest Mercedes-Benz S-Class and EQS sedans.

According to Lenné, regulation will stimulate market growth by establishing a mandated demand. This shift will move the requirement for these safety features away from consumer choice and directly into vehicle specifications, substantially increasing the overall market size and opportunities.

IndustryARC projects the global DMS market to exceed $2.1 billion by 2026, exhibiting a compound annual growth rate of 9.8% from the current year. While regulatory pressures, such as those outlined in the infrastructure bill, will undoubtedly boost demand, they will not simplify the underlying technical challenges.

“The task of evaluating a driver’s cognitive state is fundamentally different from using forward-facing radar to detect objects at a distance,” Lenné explained. “We are attempting to determine if an individual is capable of operating a vehicle safely, which presents a complex technical hurdle.”

He highlighted the longevity of Seeing Machines, established 21 years ago, and Smart Eye, operating for over a decade, as evidence of the difficulty for new companies to enter this field. Despite the expanding market, solving this problem requires significant expertise and resources.

New entrants will encounter strong competition from established Tier 1 suppliers, including Seeing Machines and Smart Eye, a Swedish computer vision firm reportedly collaborating with Ford – a claim Ford has neither confirmed nor denied. IndustryARC also identifies Faurecia, Aptiv PLC, Bosch, Denso, and Continental AG as key industry players.

However, emerging companies are also gaining traction, such as Israel-based Cipia (formerly Eyesight Technology) and Sweden-based Tobii Tech, indicating a dynamic and evolving landscape within the DMS market.

Expanding Opportunities Within the Market

The increasing number of companies entering the market signifies ongoing technological advancements. Smart Eye’s recent $73.5 million acquisition of Affectiva, a company specializing in emotion-detection, suggests the future potential of Driver Monitoring Systems (DMS) within passenger vehicles. Current applications focus on identifying distracted, drowsy, or impaired drivers, but DMS could evolve to detect other forms of impairment, including drug use, cognitive decline, or even heightened emotional states like road rage.

Tobii, a well-established eye-tracking technology firm, has recently begun competing in the DMS market, a sector it has been closely monitoring due to evolving legislation in Europe and the United States.

Despite being new to the automotive industry, Tobii has operated in the eye-tracking field since 2001, serving sectors such as marketing, scientific research, virtual reality, and gaming. According to Anand Srivatsa, CEO of Tobii’s division, a significant challenge lies in adapting to diverse populations, considering variations in eye shapes across ethnicities, a factor where Tobii’s experience provides a competitive edge.

“Our extensive history has equipped us to deliver comprehensive solutions, encompassing everything from component-level development to complete software integration, as we’ve successfully done in other business areas,” Srivatsa explained to TechCrunch. “Several of our automotive partners recognize this unique capability within Tobii – our ability to address the computational requirements of eye tracking, stemming from our in-house ASIC and sensor development.

We also possess end-user software expertise, allowing us to understand the constraints and implications of each component within the system. This enables us to collaborate with partners to create more innovative solutions. A key consideration will be reducing the overall cost of the solution to facilitate efficient scalability across all vehicle types.”

Srivatsa further noted the potential to leverage the biometric and physiological data obtained through eye tracking to adapt vehicle systems based on external conditions or in-car events, optimizing technology to maintain driver focus on the road.

“My hope is that technologies like forward collision warning, blind spot monitoring, and lane departure warnings will intelligently assist drivers when needed most, recognizing signs of complacency, fatigue, or distraction, and adjusting system performance – including warning timing – accordingly,” stated Kelly Funkhouser, program manager of vehicle interface testing and head of connected and automated vehicles at Consumer Reports, in an interview with TechCrunch. “Conversely, these systems should refrain from unnecessary alerts and interruptions when the driver is fully attentive.

I might intentionally cross a lane marker to avoid an obstacle, and the system should recognize that.”

Lenné highlighted the possibility of driver monitoring systems becoming more personalized to enhance the driving experience by accurately capturing the internal state of the vehicle. 

“Ultimately, creating a superior driving experience is paramount,” Lenné emphasized. “Without that, consumer acceptance is at risk.”

Progressing Current ADAS Technologies

For many years, vehicle manufacturers have participated in discussions concerning technology designed to prevent driving under the influence. As early as 2007, Nissan unveiled a concept vehicle equipped to detect driver impairment through the use of alcohol odor sensors, facial analysis, and monitoring of vehicle operation.

That same year, Toyota publicized a comparable system, anticipating its availability in vehicles by 2009. More recently, Volvo announced in 2019 plans to integrate cameras and sensors into their cars.

These systems would be designed to identify indications of driver intoxication or distraction, and subsequently prompt the vehicle to take corrective action. However, this technology is specifically intended for Volvo’s SPA2 architecture, which supports hands-free driving and has yet to be launched.

Ultimately, without legal requirements mandating the prevention and detection of drunk driving, automakers have not significantly advanced the implementation of this technology, despite the foundational components already being available.

Manning suggests that this hesitation stems from a desire by automakers to charge a premium for enhanced safety features.

“Vehicle manufacturers are keen to utilize their advanced computing systems in real-world conditions, but they are reluctant to invest the necessary resources into resolving the issue of drunk driving,” she explained. “They do not perceive it as their obligation and wish to avoid regulatory intervention.”

She further stated, “We anticipate strong opposition from them throughout the rule-making process.”

Representatives from GM and Ford were unavailable for comment. However, John Bozzella, president and CEO of the Alliance for Automotive Innovation – an organization that collaborated with NHTSA on the DADSS program – informed TechCrunch that the automotive industry is dedicated to supporting both public and private initiatives aimed at mitigating this danger to road safety.

“We acknowledge the efforts of congressional leaders and other stakeholders to promote a legislative framework that empowers NHTSA to evaluate all potential technologies as candidates for federal regulation,” he stated. “Furthermore, consistent with the Motor Vehicle Safety Act, we support a well-informed decision regarding whether specific technologies meet the required standards for consumer vehicles.”