In early January 2026, the UK Secretary of State for Transport, Heidi Alexander MP, released the new UK Road Safety Strategy, outlining a comprehensive national plan to build a safer future for all road users. Aiming for a 65% decrease in the number of people killed or seriously injured (KSI) on roads across Great Britain by 2035, the Strategy details the government’s planned interventions, systematically arranged into four key themes. 

Key to Theme 2 is a commitment to ensure that new vehicles entering the market comply with the very latest safety standards – a move the government estimates will prevent more than 14,000 road deaths and injuries in Great Britain. 

“The government is consulting on mandating the fitting of 18 new safety technologies for specific vehicle categories produced in unlimited series under the Great Britain type approval scheme.”  

Among the 18 technologies proposed are two that Seeing Machines has long advocated for: Advanced Distraction Warning and Drowsiness and Attention Warning.  

Driver distraction and drowsiness remain leading contributors to road deaths and serious injuries. Mandating these capabilities is a crucial step toward reducing preventable collisions and would more closely align the UK with the EU General Safety Regulation (GSR) framework already implemented across Europe. 

A campaign brought to life: Seeing Machines and Brake 

In 2025, Seeing Machines partnered with Brake the road safety charity to push for life-saving driver monitoring technology to be mandated for all new vehicles sold in the UK – mirroring the requirements now in effect across the EU. 

To launch the campaign, Dr Mike Lenné, Chief Safety Officer at Seeing Machines, joined a roundtable of industry experts in April 2025 to discuss vehicle safety and recommend policy actions that included government adopting new GSR updates. Later that year, more than 2,000 UK drivers were surveyed on their knowledge and use of vehicle safety technology. The resulting report, Vehicle Safety Technology, revealed overwhelming public support for the mandatory introduction of life-saving vehicle features. 

“We must stop treating safety technology as optional. The time for voluntary uptake is over; the time is now for legislative leadership.” – Dr Mike Lenné, Chief Safety Officer at Seeing Machines. 

Following the report, Brake wrote to the Secretary of State for Transport, urging adoption of the latest Vehicle GSR updates into the GB Type Approval Scheme. Dr Mike Lenné signed Brake’s letter along with nearly 50 representatives from road safety organisations, including PACTS, The AA, RAC, TRL Academy, Road Safety Trust, National Motorcycle Dealers Association, and the Chartered Institute of Highways and Transportation. 

In December 2025, the Secretary of State formally responded to Brake’s letter, committing to consider the recommendations as part of the government’s wider review of vehicle safety standards. 

While policy decisions rest solely with government, the alignment between Seeing Machines and Brake’s recent campaign, and the commitments set out in the new UK Road Safety Strategy reflects a shared recognition of the crucial role technology plays in protecting drivers, passengers, pedestrians and all road users. 

Seeing Machines welcomes the UK Government’s proactive approach to road safety and will continue to work closely with Brake, policymakers, vehicle manufacturers and industry partners to ensure the UK’s move toward the latest safety standards delivers maximum benefit for all road users.