Much money has been spilt on developing more fuel efficient ICE vehicle engines, lighter and stronger materials, and more aerodynamic designs in attempts to obviate the need for that last drop of oil while driving. Driver behaviour, on the other hand, has frequently been left out of the equation, even though it accounts for an estimated 33% of total fuel consumption. California-based GreenRoad Technologies is filling this void.

Since 2003, GreenRoad has been developing software, hardware and change management solutions to optimize driving behavior from a safety, fuel efficiency, and vehicle stress point of view. Its flagship commercial service – GreenRoad 360 – monitors 120 separate driving events in five categories: speed handling, cornering, land handling, braking, and acceleration. The technology analyses a driver’s movements and recognizes unsafe or inefficient driving that then feedbacks back to drivers immediately and enables them to improve their driving fuel-efficiency and safety. GreenRoad engages with drivers on a long term basis through its online web portal which aggregates driver behaviour over time and provides individual coaching. The company also works closely with fleet managers to implement sophisticated change management solutions.

The end result, GreenRoad believes, is larger and more sustained fuel savings for clients. GreenRoad estimates that drivers using the GreenRoad 360 solution consistently crash 50% less and see fuel economy savings of up to 10%. In December 2010, GreenRoad released a new idling feature that helps further reduce fuel consumption by an additional 2-5%.  GreenRoad claims that its technology pays for itself in about six months on average, with net savings of $1,000 to $4,000 per year per vehicle.

For a detailed 9 page profile of GreenRoad Technologies as well as a host of other leading innovating cleantech companies, see Cleantech Group’s new i3 platform (for subscribers only).

Several companies, primarily vehicle telematics vendors, are also attempting to provide driver behaviour solutions by repurposing existing fleet management data. However, their ability to understand the real connection between driver behaviour and fuel costs is relatively weak. GreenRoad differentiates itself from the competition having developed its system from the ground up resulting in a better understanding the drivers foot, attitude, and aggression levels.

During 2011, GreenRoad has also been the beneficiary of many accolades: a fresh pool of VC funding, acceptance onto the Veolia Innovation Accelerator Program, and a multi-million pound contract from Stagecoach, signifying that more developments are expected from the company that will solidify its position as a best in class solutions provider.

Stephen Marcus is the Smart Transportation Analyst at Cleantech Group. You can follow him on @mobilitygreen

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