Rear End Collision Avoidance Case Study and Survey Results

The Effectiveness of
Rear-End Collision
Avoidance Technology
Presented to Tri-State NAFA Chapter
November 3, 2015

Copyright© 2015 Williams & Lake, LLC. All Rights Reserved. Pulse® is a registered trademark of Williams & Lake, LLC. All
information herein is Confidential Information. Pulse is protected by either of the following US Patents 6943677 / 6720871
Driver safety is a top priority
• Driver Behavior is responsible for 90% of all
accidents
• 6 million car accidents occurred in the U.S.
(NHTSA 2013)
• Over 40% (2.5 million) were rear-end
collisions, up from 29% back in 2007
• Why has there been such a large increase?

Definition
A Rear-End Collision: When one vehicle is
struck from behind by another vehicle drive by
“The Other Guy”.

Rear-End Collisions
Leading Causes
1. Distracted Driving
2. Tailgating
3. Hazardous Weather
4. Speed
5. Impaired Driving
Source: Lewis & Thompkins, P.C.

Rear-End Collisions
To prepare your drivers, you implement a
Safety Program which may include:
• Annual Safe Driver Training
• Implementation of Defensive Driving Tactics
• Safe Driver Corporate Policies and Procedures
• Deployment of Vehicle Telematics
• Drug and Alcohol Testing
But What Can You Do To Protect Your Drivers From
“The Other Guy”?

The Solution
Brake lights are a simple rear-facing visual alert
system designed to get the attention of the
“Other Guy”.
What if the standard visual alert system could
be drastically enhanced?

The Solution
1986: DOT study considers a 3rd brake light,
and finds it is 40% more effective than 2
2006: DOT repeats the study and finds that
the 3rd brake light is now only 5%
effective
2009: DOT studies effectiveness of a flashing
3rd brake light with staggering results

The Solution
• Flashing 3rd
brake lights were
69% more likely
to attract drivers
attention
• Improved
reaction time by
50%

What about in the real world?!
Pulse commissioned a long term, large scale
pilot project to quantify:
• Reduction in quantity of incidents
• Reduction in severity of incidents
• Cost savings

John Moore Services
• A residential heating, plumbing, electrical contractor
• 273 Sprinter and Econoline vans
• 12 – 14 exposure hours per driver, each day
• Over 100 miles per vehicle per day in heavy urban
traffic in Houston, Texas

John Moore Services
Pulse deployed on the entire fleet, 10/1/2014

John Moore Services
• 11 insurance claims for rear-end collisions in
the 2 years proceeding installation
• 0 insurance claims for rear-end collisions in
12 months after installation
• Risk reduction resulted in insurance discount
at renewal

Solid Results
Study after study, flashing 3rd brake lights have
demonstrated to be effective solutions in
preventing REC’s.

Industry Survey
How does John Moore Services rear end collision
history compare to other fleets?
1. Number of Vehicles
2. Miles and Hours on the Road
3. How Concerning Are Rear-End Collisions
4. How Many Rear-End Collisions
5. All-in Cost of a Rear-End Collision
6. Likelihood of Deploying an Effective Safety Device
if Cost was less than $200
7. Primary Organizational Considerations

Industry Survey
Fleet Size
0
5
10
15
20
25
30
1 to 100 101 to 500 501 to 1000 More than 1000
Number of Vehicles

Industry Survey
Average exposure hours per vehicle per day:
8.3 hours
Average miles driven per vehicle per year:
38,329 miles

Industry Survey
How Concerning are Rear-End Concerns
0
2
4
6
8
10
12
14
16
18
Not at All Not Very Neutral Concerned Very Concerned
80% of respondents are concerned about rear end collisions!

Industry Survey
How Many Rear-End Collisions per Year?
0
2
4
6
8
10
12
14
16
Less than 1 1 to 4 5 to 8 9 to 12 More than 12
How can we get more companies to experience less
than 4 rear end collisions annually?

Industry Survey
What is included in the
“all in” cost of Rear-
End Collisions?:
• Personal Injury
• Property Damage
• Lost Time
• Down Time
• Works Comp / EMR
• Increased Insurance
Premiums

Industry Survey
How likely would you be to employ a $200 safety device,
if it could reduce your rear-end collisions by at least 50%?
0
2
4
6
8
10
12
14
16
18
Not at All Not Very Neutral Likely Very Likely

Industry Survey
Primary Organizational Considerations
0
5
10
15
20
25
Financial Metrics Manufacturer
Objections
Budget Process Compliance Other
Return on Investment is by far the biggest concern.

Financial Impact of Pilot Study
Assuming:
• All-in cost of a rear-end collision is $12,500
• Average of 5.5 rear-end collisions per year without Pulse ($68,750
annual cost of rear-end collisions)
• Total cost to outfit fleet of 273 vehicles was $32,487
If Pulse reduces collisions by 50% & saves $50
per vehicle in insurance premium
• Annual savings of $48,025
• Annual savings of $176 per vehicle
• Investment payback in only 8 months
• 740% ROI (5 year asset life)

I Have The Solution
Lori Olson
Fleet Sales Manager
317-941-3317
lolson@pulseprotects.com
www.pulseprotects.com

Rear End Collision Avoidance Case Study and Survey Results

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