LONDON, UK– GreenRoad Technologies (http://www.greenroadtech.com), an innovative leader in driver safety technologies, recently announced that Staffordshire County Council (http://www.staffordshire.gov.uk) is the first UK council to deploy GreenRoad Safety Center to improve teen driving.

As part of its Young Driver Coaching Program, the council started installing GreenRoad Safety Center in 50 cars driven by local teens. These young drivers will get instant feedback via red, amber and green LEDs in their car showing how well they are driving. Teens and parents will also be able to log onto a web site to review each journey. Teens that drive well will be rewarded under a “Safe Miles” incentive scheme.

“Neuroscience research has revealed that the human brain cannot effectively assess risk and consequences until the age of 25. This makes young drivers an especially high risk on the roads,” said Adrian Hide, Road Safety Manager, Staffordshire County Council. “GreenRoad Safety Center is like a virtual driving instructor providing feedback and encouragement after young people have passed their driving test.”

The council is launching the initiative on May 23.

There will be the opportunity to view the in-vehicle data recorder on a test drive as well as finding out more about this potentially life saving scheme. Families that have been using the equipment will also be in attendance to discuss their experiences to date and will also be able to unveil their first set of results on the website. Invitations will also be extended to potential sponsors who are interested in partnering in this initiative.

GreenRoad users have reduced accidents by an average of 54 percent and lowered accident costs by an average of 65 percent. By empowering drivers to manage their own safety, and understand how to drive more responsibly, GreenRoad can make teens safer behind the wheel. Safe drivers also use less petrol. With GreenRoad Safety Center, fuel consumption is typically reduced by 7 - 10 percent.