The five-minute video includes a demonstration of the system by Oliver Carsten of the University of Leeds in a production Ford Galaxy factory-fitted with ISA. It also features expert contributions from Aled Williams of Euro NCAP, Dr Áine Carroll – a leading expert in post-crash rehabilitation, Koen Ricour of the European Traffic Police Network TISPOL and Ellen Townsend, policy director of ETSC.

The film has been launched as the European Commission continues work on the development of the next generation of vehicle safety standards, expected to be launched later this year.

Ms Townsend said: “Speed is one of the biggest killers on the roads. Intelligent Speed Assistance is a technology that we know is effective and with many new cars now being fitted with GPS, cameras and manual speed limiters – this is a very cost effective next step.  With the potential to cut deaths on our roads by 20%, it’s time to make ISA standard on all new cars.”