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London – February 4th, 2008 – GreenRoad Technologies, an innovative leader in driver safety technologies, today launched the GreenRoad UK Fleet Safety Challenge, promising new adopters of GreenRoad SafetyCenter that they will see a 50 percent reduction in risky driver behaviour over a three-month pilot period.

As UK businesses prepare to comply with the Duty of Care legislation coming into effect on April 6th, 2008, GreenRoad’s new initiative offers a no-risk opportunity for fleets to take an active role in improving employee safety on the roads whether travelling for business or using a company car for pleasure. GreenRoad SafetyCenter has been proven to reduce fleet accidents by an average of 54 percent and reduce associated accident costs by up to 83 percent.

SafetyCenter, GreenRoad's flagship offering, monitors driving skills and provides feedback with in-vehicle LEDs, by SMS and online. SafetyCenter uses a sensor in the vehicle to detect driver skill and safety by measuring 120 manoeuvres covering speed, braking, acceleration, lane-handling and turning. The system provides feedback to the driver by SMS at the end of each journey and generates an online safety analysis for each driver to show overall safety level and detailed information about areas that need improvement.

The GreenRoad UK Fleet Safety Challenge is a comprehensive offering including installation of the SafetyCenter in-vehicle hardware, ongoing risk consulting, custom analysis, internet applications, measurement of results and product support, all for one inclusive price. At the end of the three-month pilot period, GreenRoad guarantees that fleet driver risk will be reduced by 50 percent, or customers will be under no further obligation to continue the program.

"Customers such as T-Mobile in the UK have already demonstrated how easy it is to reduce accidents and save on fuel," said Aidan Rowsome, vice president of GreenRoad EMEA. “We are so convinced of the savings fleets can make that we are willing to offer this risk-free promotion to UK fleets.”

For more information about the GreenRoad Safety Challenge, visit:

About GreenRoad

With backing from Benchmark Capital, Virgin Green Fund, and Balderton Capital, GreenRoad develops driver safety technologies that stop risky driving before an accident occurs, and dramatically reduce crash rates for fleets and insurance companies. Its solutions are designed to empower drivers to manage their own safety by giving instantaneous, in-vehicle driver coaching. Safety Center focuses on how they are driving, not where, and does not watch the drivers with intrusive video cameras. Over time, Safety Center has proven that it can change driver behaviour behind the wheel. The result is fewer accidents, lower accident costs and safer drivers.

For more information about GreenRoad, visit

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Editorial Contact:

Rachel Postlethwaite
Breakaway Communications Europe
Tel: +44 7949 883636

This press release was distributed by ResponseSource Press Release Wire on behalf of Breakaway Communications in the following categories: Consumer Technology, Business & Finance, for more information visit