Seeing Machines & Mitsubishi partner to boost EU road safety
Seeing Machines has signed a Referral Agreement with Mitsubishi Electric Europe to promote its Guardian Generation 3 driver monitoring system across Europe.
The arrangement is designed to support original equipment manufacturers (OEMs) and fleet operators in meeting Advanced Driver Distraction Warning (ADDW) system requirements set by the European Union's General Safety Regulations (GSR).
European expansion
Through the collaboration, Seeing Machines will be able to utilise Mitsubishi Electric Europe's existing commercial relationships with truck and bus OEMs, alongside its broad network within logistics, distribution, and maintenance sectors. This is expected to help accelerate the adoption of Guardian Generation 3 within multiple ground transport markets.
Mitsubishi Electric Europe, which operates in several countries throughout the region, is part of the larger Mitsubishi Electric group. Its established presence and market connections in transport and related sectors are viewed as a strategic advantage for the rollout of Guardian technology.
The referral agreement builds on a previously announced collaboration between Seeing Machines and Mitsubishi Electric Automotive America. That partnership has already established new business opportunities in North America and Latin America, according to the companies.
Enabling GSR compliance
European Union regulations are requiring the implementation of driver monitoring systems to reduce distracted driving and increase road safety. Guardian Generation 3 has been developed by Seeing Machines to offer real-time assessment of driver attention and cognitive state, which are considered critical measures in meeting GSR compliance.
Mitsubishi Electric Europe's client list includes numerous commercial vehicle manufacturers and operators across various transportation modes. As part of the new agreement, Seeing Machines also has the potential to move beyond the road sector into areas such as rail, backed by Mitsubishi Electric Europe's existing activity in these industries.
Paul McGlone, CEO of Seeing Machines, commented: "Our relationship with Mitsubishi Electric Automotive America, Inc. is already delivering results, as demonstrated by the strong progress we have made in the Americas and the near-term opportunities it's creating. Extending this approach into Europe with Mitsubishi Electric Europe B.V. consequently represents a natural next step. Their proven reputation and established relationships position them as an ideal partner to bring our Guardian technology to new customers across the region, and I'm particularly excited about the significant opportunity this will unlock for us within the OEM sector for After Manufacture (factory-fit) fitment."
Mitsubishi Electric Europe will support the introduction of the Guardian Generation 3 safety solution to its network of European vehicle manufacturers and industry contacts. Seeing Machines plans to benefit from established partnerships and the company's regional reach to bring awareness and facilitate the adoption of its driver monitoring products.
Shared industry goals
Rob Noon, Automotive Business Unit President at Mitsubishi Electric Europe B.V., said: "We're delighted to partner with Seeing Machines to support the expansion of their world-class safety technology across Europe. This agreement reflects our shared commitment to reducing transport risk, and we're proud to support Seeing Machines in scaling its impact across a range of transportation industries."
Both companies have indicated that they anticipate opportunities to promote Guardian Generation 3 not only as an aftermarket safety solution but also for integration during manufacturing ("factory-fit") with OEMs. The agreement is positioned as an effort to advance compliance with European transport safety policy and to offer enhanced safety systems to commercial fleets and public transport operators.
As part of the collaboration, Seeing Machines will use Mitsubishi Electric Europe's channels to introduce Guardian Generation 3 into new business segments and geographical markets. In addition to commercial vehicles, expansion into rail and potentially other industries is under consideration as a result of Mitsubishi Electric Europe's broad portfolio and established market share in these sectors.
Both firms state the new partnership represents a continuation of prior collaborative efforts, with a particular focus on technology compliance and improved road safety outcomes in accordance with EU requirements.
