Why ITELLMOTION?
We are all pedestrians
“Pedestrian collisions, like other road traffic crashes, should not be accepted as inevitable because they are, in fact, both predictable and preventable.” (National Highway Traffic Safety Administration)
Each year, more than half a million pedestrians and cyclists lose their lives on the world’s roads. Many leave their homes as they would on any given day – to school, work, places of worship, homes of friends – never to return.
In 2022, according to the National Highway Traffic Safety Administration (NHTSA), on average, every 70 minutes a pedestrian was killed and every 8 minutes a pedestrian was injured. 7,522 pedestrians and 1,105 cyclists were killed in traffic crashes and 67,336 pedestrians and 46,195 cyclists injured in traffic crashes. Of those pedestrian traffic deaths, 85% occurred in urban settings, 16% at intersections versus 84% on the open road and other locations, and 78% during dark lighting conditions.
With the preliminary data for January-December 2023, GHSA estimates that in 2023, 7,318 pedestrians were killed on U.S. roadways (14% higher than in 2019). Year-over-year increases are particularly troubling since vehicle miles traveled (VMT) were down during the pandemic. For early 2021, GHSA states, "There were 2.37 pedestrian deaths per billion vehicle miles traveled (VMT) in 2022, up yet again and continuing a troubling trend of elevated rates that began in 2020.” Since 2010, pedestrian deaths have increased by 77%, compared to a 22% rise in all other traffic fatalities.
Mission
No loss of life is acceptable. The freedom to move safely is a right for all. The makers of ITELLMOTION seek to strengthen our collective responsibility to end avoidable crashes that result in loss of life and injury.
ITELLMOTION was created to answer a single very important question to make a split-second decision: is the vehicle slowing or going?
Data with Life Saving Potential
The data below is derived from ITELLMOTION testing conducted by the Virginia Tech Transportation Institute (VTTI). Percentages represent participant accuracy in determining if the car was accelerating or decelerating in both daytime and nighttime conditions. Participants were given a brief description of the operation of the device.
| Daytime Conditions | Acceleration % Correct | Deceleration % Correct |
|---|---|---|
| Car with no lighting | 33.3% | 20.0% |
| Car with ITELLMOTION | 83.3% | 86.7% |
| Nighttime Conditions | Acceleration % Correct | Deceleration % Correct |
|---|---|---|
| Car with no lighting | 41.7% | 45.8% |
| Car with ITELLMOTION | 71.9% | 84.4% |
What distinguishes ITELLMOTION from other pedestrian/cyclist safety measures?
ITELLMOTION provides actionable, real-time information to pedestrians. Despite the processes pedestrians already employ in judging when it is safe to cross, pedestrian/vehicle crashes still occur at an alarming rate.
ITELLMOTION a provides greater degree of certainty about an approaching vehicle’s actions and the driver’s intent.
As mandated brake lights provide information looking behind, ITELLMOTION will provide information to pedestrians, cyclists, and vehicles in front. This addresses a critical gap in the knowledge of other road-users – is that vehicle slowing or going? Between busy intersections and ambient lighting or weather conditions, it can be hard to tell. Pedestrians and other road-users can benefit from this information – and it will save lives.
Current Safety Measures Not Enough
Policymakers and private sector companies are working on many safety measures that can help save lives. Lighted pedestrian crosswalks, better road design, and new vehicle technologies like automatic emergency braking are all good measures that have helped save lives.
However, cyclist and pedestrian fatalities in particular have gone up in recent years, and more creative thinking is needed. In addition, studies show that pedestrian action is a significant factor in the majority of crashes – we can give these vulnerable road users better information that will keep them safe.
Using the front of the vehicle to offer more information about the intent of the vehicle is information that can – and will – save lives. That’s what ITELLMOTION does.
makIng our roadways safer for all
Creating a safer environment for motorists as well as cyclists and pedestrians is critical. New urban mobility thinking and the rising popularity of micro-mobility technologies such as scooters, as well as cycling and walking, make this an urgent question.
Policymakers, researchers, and others are already talking about how vehicles can use advanced lighting systems for better communication, including but not limited to autonomous vehicles. However, the danger here is introducing a complicated lexicon – when what people need is split-second information.
ITELLMOTION is a very simple lexicon designed to answer a single very important question: is the vehicle slowing or going?
“ITELLMOTION is an innovation that has the potential to reduce needless accidents. Simple and intuitive lighting that identifies both slowing and going for an automobile to provide pedestrians, bicyclists, and others with sensible information to avoid injury. Particularly for newer electric vehicles that produce little or no sound at slow speeds. It is a technology that’s time has come and will reduce injury and save lives.”
“A fantastic idea! In this age of distracted drivers ITELLMOTION will save lives and horrible injuries to pedestrians, cyclists and other drivers.”
“ITELLMOTION can save lives. When decisions are often made in split seconds, this device gives the needed information immediately – Is that vehicle slowing or going?”
“Genius! This is the new 4th brake light that will be so desperately needed on the front of a car with the advent of self-driving automobiles! ITELLMOTION will help save lives!”
“ITELLMOTION is an innovative new Safety Performance Product for the Original Equipment and Aftermarket. Advanced Driver Assistance Systems are one of the fastest growing automobility markets. The Center for Automotive Research in Ann Arbor, MI expects the ADAS market to grow three times larger in the next two years – from $5.5B today to $15.5B in 2022 and $36B by 2025. ADAS products developed over the past ten years have focused on improving driver safety with a wide range of driver assistance and warnings. ITELLMOTION is the first ADAS product focused on pedestrians and cyclists to help increase safety for everyone on our roads and street.”