The Speed Indicator Devices (SIDs) are solar-powered and show a simple, yet effective, message to drivers: a “happy” face if they are within the speed limit, and a “sad” face if they exceed it.
Unlike traditional speed cameras, these devices are designed to be educational, aiming to prompt drivers to think twice about their speed rather than immediately penalise them. They have been installed at key locations around Westhampnett and Maudlin, two communities near Rolls-Royce’s headquarters, where increased traffic from the car manufacturer’s operations is often observed.
A Community-Focused Road Safety Initiative
According to a recent statement from Rolls-Royce, the initiative was developed in close collaboration with the Westhampnett Parish Council. Andrew Ball, Head of Corporate Relations at Rolls-Royce, highlighted the company’s commitment to being a “good neighbour” by supporting local community projects. As the largest employer in the area, Rolls-Royce is acutely aware of the traffic flow issues created by its operations and has been actively involved in measures to ease these concerns.
“The Speed Indicator Devices will make a lasting contribution to the safety and wellbeing of residents and our workforce alike,” said Ball. The devices, which are already a common feature in many villages, serve as a visible reminder for drivers to stay within speed limits, offering immediate feedback on their driving behaviour.
While the SIDs are not speed cameras and do not issue fines, they do gather important data on vehicle speeds. This includes the time and date of each vehicle passing by and its speed. According to Rolls-Royce, this data is completely anonymous, with no link to vehicle registration numbers or driver identities. However, it provides valuable insights into local traffic patterns, which can be used to inform future traffic management strategies.
The Role of Data Collection in Traffic Management
The data collected will help identify times of day when speeding is more prevalent, which could then inform enforcement activities such as police speed checks or additional traffic calming measures. Rolls-Royce has committed to working with local authorities to develop a data-driven approach to improve road safety and reduce accidents in the area. This initiative aligns with the company’s broader strategy to improve traffic flow around its Goodwood facility, where more than 2,500 workers are employed.
In addition to these new speed monitoring devices, Rolls-Royce has also supported the creation of a new circular footpath route in the area, making the local environment safer and more accessible for pedestrians. These ongoing efforts demonstrate the company’s dedication to improving not just the safety of its own workforce, but also that of the broader community in which it operates.
Through these combined efforts, Rolls-Royce is proving that even luxury car brands can play an active and positive role in local community life. By funding the Speed Indicator Devices and sharing valuable data with local authorities, Rolls-Royce is taking a proactive approach to enhancing road safety and encouraging responsible driving, setting a standard for corporate responsibility in the automotive industry.
