Fleet safety and artificial intelligence

Reflex achieves 100% seatbelt compliance using AI-powered technology

Van drivers achieved a perfect record of seatbelt compliance during trials in Reflex vans fitted with a cutting edge artificial-intelligence powered camera system designed to improve fleet safety

A live fleet test carried out by Reflex Vehicle Hire has shown the critical role technology plays in ensuring van drivers wear their seatbelts on the road.

It used an artificial-intelligence powered camera system to eradicate non-compliance during the fleet monitoring exercise, which was set-up to review the effectiveness of key safety services provided by Reflex Vehicle Hire.

Reflex deployed Flexicampro technology, which incorporates a driver-facing camera with in-built artificial intelligence that can recognise a range of real-world risks.

The sophisticated camera can identify risky behaviours, such as driving without a seatbelt or using a hand-held mobile phone while on the road. It can then communicate with fleet management systems to proactively send alerts to fleet managers.

To assess the effectiveness of the system, Reflex carried out a detailed trial among drivers in a van fleet operating 40 vehicles, which agreed to share results anonymously to promote road safety.

Firstly, a baseline assessment established the level of non-compliance with seatbelt requirements. This revealed that the problem could occur in more than one-in-five (22%) journeys.

Following the assessment, vehicles were fitted with Flexicampro, which is part of a suite of risk management services available within the modular Drive with Reflex risk management service.

In the first month following the introduction of Flexicam from Drive with Reflex, drivers were monitored without any intervention to establish the exact level of incidents. This identified more than 1,200 journeys where seatbelts were not worn at some stage while driving.

This data provided critical insight to fleet managers in developing a driver awareness programme. The campaign started with group discussions, then moved to individual engagement where necessary. A vital element of the initiative was establishing a non-blame environment, where the focus was on improving safety by helping drivers, while understanding any issues they faced.

The result was a drastic reduction in non-compliance. Incidents fell 87% by the end of 2022, before the zero incidents milestone was achieved at the start of 2023.

Drivers were supported with an awareness programme so they could understand the importance of wearing a seatbelt.

Lisa Spong, sales director of Reflex Vehicle Hire, said:

“Technology can be a valuable resource to maximise the effectiveness of fleet operations. 

"Although some drivers may see a seatbelt as an inconvenience, it is both a legal requirement and a proven lifesaver. Even in a low-speed collision a driver might incur serious injuries that would have been prevented if they had belted up.”

The findings come amid growing concern from fleet managers about non-compliance with seatbelt laws. 

Recent research* revealed that 38% of all 25–34-year-old drivers do not always wear a seat belt when on the road.

The latest road casualty statistics** show why compliance with the law is so important. Vehicle occupants without a seatbelt are disproportionately likely to be killed or seriously injured in road collisions. Furthermore, drivers and passengers face fines for not wearing seatbelts.

Lisa Spong added:

“Our investment in technology complements our flexible van and car  hire solutions, so that businesses can be certain their drivers are safe on the road when using our vehicles. 

“Through our Safety First promise, we provide access to the latest innovations that deliver the highest levels of compliance and cost-efficiency for our customers.”

The introduction of AI-enabled camera systems is part of the biggest fleet technology investment in the history of Reflex Vehicle Hire.

It sees the entire van fleet upgraded with new technology designed to keep commercial vehicle drivers and other road users safe.

It also expands the safety-focused solutions available through the modular Drive with Reflex service, which includes dashcams, speed limiters, telematics, and automatic driver ID. 


* Brake

** Department for Transport 2021 Seatbelt wearing rates


  • Vehicle occupants must wear a seat belt if one is fitted in the seat being used, with a few exceptions.
  • Exceptions include:
  1. a driver who is reversing, or supervising a learner driver who is reversing
  2. driving a goods vehicle on deliveries that is travelling no more than 50 metres between stops
  • Fines of up to £500 can be issued for not wearing a seat belt when required.

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Call 0330 460 9913 or visit our contact us page.

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