Climate Chang
Cover Feature
e
Advanced ITS technology in the United States took a giant step
toward market maturity in January, when the US Department
of Transportation launched the new IntelliDrive
SM
brand,
which renames the former Vehicle-Infrastructure Integration
(VII) Initiative. SHELLEY ROW, Director of the Intelligent
Transportation Systems Joint Program Office explains the
thinking behind the decision - and its long-term impacts
A brand is a promise, a personality, a reputation,
and an identity - intended to convey product benefits
to consumers.
Until now, VII was a logical moniker for an engineer-
ing research program, but we now need a more
consumer-friendly label as advanced ITS moves from
the research laboratory into commercial testing and
marketing. IntelliDrive
SM
connotes the objective of the
program, rather than the mechanics.
What is IntelliDrive
SM
?
In addition to creating a brand, the new name also better
reflects the full spectrum of the program’s focus. Vehi-
cle-to-infrastructure and vehicle-to-vehicle communi-
cations are both important aspects of the program. While
Dedicated Short Range Communications (DSRC)
remains a primary focus for safety, the IntelliDrive
SM

program will also explore how other communications
capabilities can be used for other purposes, particu-
larly for mobility applications.
IntelliDrive
SM
is fundamentally about communications
with and between vehicles, using devices that are either
embedded or brought into the vehicle. These commu-
nication capabilities support safety applications aimed
at preventing crashes, and mobility applications. We
refer to this class of safety systems, which use wireless
communications to prevent crashes, as active safety
applications.
How was IntelliDrive
SM
developed?
The rebranding initiative that produced Intelli
Drive
SM
relied heavily on one primary activity: listen-
ing. Initial interviews with core stakeholders (includ-
ing ITS America members, public sector
participants, and auto company representatives)
provided the Department team with insight
and important input on the technology’s ben-
efits, its potential for safety, mobility and,
ultimately, the marketplace.
www.thinkinghighways.com
Thinking Highways Vol 4 No 1
11
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