Dashcams Promote Safety, Transparency, Motive Leaders Say

Mary Shepherd addresses the crowd during the education session. (John Sommers II for Transport Topics)

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SAN DIEGO — Dashcams continue to showcase potential for increasing safety and transparency for industry stakeholders, representatives from a technology firm told trucking executives Oct. 23.

Potential benefits linked to dashcams include improving unsafe driving, preventing collisions and safeguarding a firm’s standing in the industry, Mary Shepherd, staff product manager at Motive, told dozens of attendees at American Trucking Associations’ 2022 Management Conference & Exhibition.

The technology, she explained, serves as an ideal tool when it acts as an extended arm of a firm’s safety program. To raise the degree of interest with using the technology, Shepherd suggested fleet managers rely on transparency, education and communication. The technology has raised concerns over its potential for elevating legal exposure resulting from its data.

“You want to make sure, as you’re pitching these solutions, that you are transparent on what your goals are but also the reason for bringing this to the table,” Shepherd said. “Technology doesn’t have to be scary. There actually is a happy medium that you can find between managing your legal risk and actually being able to reduce accidents.”

“Again, that comes back to implementing this entire safety program and making sure you have the buy-in to support that,” she went on.

Additionally, promoting safety benefits and raising awareness about the technology’s components and capabilities assists with the product’s adoption. “Communicate that these dashcams aren’t just there to, kind of, tell you everything the driver is doing wrong,” she added. “They can also be used to reward great driving.”

Abhishek Gupta, senior director of product at Motive, emphasized that benefits stemming from dashcams pertain to the user experience. As he put it, “It’s really about how the technology is implemented.”

Motive, formerly KeepTruckin, promotes automation and internet applications in the commercial transportation arena.

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