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London, UK – December 10th, 2008 – GreenRoad Technologies today announced that it has won the prestigious Prince Michael International Road Safety Award in recognition of its work with Staffordshire County Council on its young driver safety programme.

Forty young drivers and their families from across Staffordshire volunteered to install GreenRoad Safety Center in their cars as part of a trial starting in April 2008. Both young drivers and their families have improved their driving massively during the trial, with many transforming their attitude and becoming model drivers. A large proportion of drivers noticed a considerable reduction in fuel consumption too.

Prince Michael International Road Safety Awards are presented to individuals, companies or organisations in recognition of their outstanding contribution to improving road safety. Recognising Staffordshire Council and GreenRoad’s innovative use of technology to make driving safer, HRH Prince Michael of Kent gave representatives from both organisations the technology award at a ceremony in London yesterday.

A virtual driving instructor, GreenRoad’s Safety Center measures up to 120 manoeuvres and gives each young driver instant feedback on a dashboard warning light system as well as providing detailed analysis on a password-protected web site. By reviewing their driving on the web site alongside their parents and road safety experts, young drivers and their families learn how to improve their driving skills.

According to Hod Fleishman, founder and chief of safety at GreenRoad, “Staffordshire has been a trail-blazer in young driver safety and the envy of many other organisations. Not only do these local young drivers benefit from safer driving, they can potentially use up to 10 percent less fuel, saving money and reducing their carbon footprint.”

Staffordshire County Council cabinet member for road safety, Councillor Carol Dean, said young drivers were a huge area of concern. “Over 40% of those killed and seriously injured on Staffordshire’s roads are aged 17 to 25 – but they are only 10% of the population. That’s why this and our wider young people’s safety campaigns are so important. It’s vital we focus on these first years at the wheel. The success of this project is a real boost for the team. It’s fantastic that the world is beating a path to Staffordshire. We have a track record of achievement in reducing death and injury on our roads, and the trend is still downwards – but we have to keep up the pressure.”

Judy Walsh of national road safety campaign Roadsafe said the Staffordshire scheme was a model for others to follow. “The scheme is so innovative, marrying the technological promise of road monitoring technology with the vision and drive of road safety professionalism. It’s a marriage that could save lives worldwide.”

About GreenRoad Safety Center

Safety Center uses innovative technology to help improve driving skills and reduce fuel consumption. A virtual driving instructor, Safety Center empowers young drivers to manage their own safety and improve their driving techniques.

Safety Center provides an automated solution for families, road safety professionals, fleet managers and insurers. Its in-vehicle sensors collect information on up to 120 different driving manoeuvres. Each manoeuvre is evaluated in five categories: acceleration; braking, lane changing, cornering and speed handling. Using proprietary algorithms, manoeuvres are analysed to give drivers continuous in-vehicle feedback about areas that require improvement, and build their driver profile. Driver safety and economy levels are displayed using a colour classification system: green light indicates safe driving, yellow needs attention and red is high risk. Feedback is also provided using SMS, email, and Safety Center’s password-protected website.

About GreenRoad

GreenRoad develops driver safety technologies that stop risky driving before an accident occurs, and dramatically reduce crash rates. Its solutions are designed to empower drivers to manage their own safety by giving instantaneous, in-vehicle driver feedback—without invading privacy. GreenRoad provides immediate savings, the result is fewer accidents, lower accident costs, and reduced fuel consumption and CO2 emissions.UK customers include Stagecoach, T-Mobile, PHS Datashred, and the Ministry of Defence. GreenRoad is backed by Benchmark Capital, Virgin Green Fund, Amadeus Capital Partners and Balderton Capital. For more information about GreenRoad, visit

Editorial Contacts:
Rachel Postlethwaite
Breakaway for GreenRoad EMEA
+44 7949 883636

Andrea Pugh
Staffordshire County Council
Road Safety Unit
+ 44 1785 277265

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