The Joyless Journey: How Intelligent Speed Assistance is Killing the Thrill of Driving

Buying a new car? Prepare yourself for disappointment because it’s almost certain to come with a depressing gadget called Intelligent Speed Assistance (ISA). Trust me, it’s like having Big Brother in your car, and you’re not going to be happy about it. Here’s the grim reality before you head out on the road.

Photo by Erik Mclean

Q: What is intelligent speed assist?

ISA is this bleak bit of technology that uses cameras and GPS data to check the speed limit on the road and then, with soul-crushing inevitability, ‘encourages’ you to observe it. It does this with a series of irritating warnings and interventions.

Car makers, in their infinite wisdom, have devised various methods to bother you. This could be a sound warning – typically a bong, beep, or chime – or a vibration through the steering wheel, seat, or accelerator pedal. This is called ‘Informative’ or ‘Advisory’ ISA. 

But the real kicker is the versions of ISA that actually intervene, stopping you from exceeding the posted speed limit. The ‘supportive’ type meekly pushes back on the accelerator pedal, while the ‘intervening’ ISA goes all the way, cutting the engine power. Naturally, this is accompanied by some flashing light or the speed figure turning red, just to make sure your misery is complete.

Q: Can I override or turn off ISA?

Yes, but don’t think for a moment it’s going to be simple. You’ll have to turn it off at the beginning of each journey because, by law, it has to reset. It’s usually buried deep in the car’s menus – forget about a handy button press.

And if you want to override the system while you’re driving – perhaps because it’s mistaken a lamppost for a speed limit sign – you can press the accelerator harder. A minor rebellion against the machine.

Q: Will intelligent speed assist be fitted to my new car?

Almost inevitably. It’s been a legal requirement for all newly launched cars since July 2022, and now all new vehicles sold in Europe must have it. That includes Northern Ireland, but thanks to Brexit, it’s not mandatory in Great Britain yet. However, it’s expected to be adopted here too, and most car makers are fitting it anyway to boost their Euro NCAP crash test scores.

Q: Why has the law been introduced?

As you might expect, it’s all in the name of safety. The European Commission claims that excess speed contributes to around 30% of fatal crashes and that 40% to 60% of all drivers exceed the limit. They say studies show that reducing average speeds by just 1 km/h – that’s less than 1 mph – can result in a 5% reduction in fatal crashes.

A study in the Netherlands suggests ISA could reduce hospital admissions by 15% and deaths by 21%. Other so-called benefits include fuel savings, lower emissions, and the potential to reduce journey times by managing traffic flows. All very noble, but dreadfully boring.

Q: Will I get used to it?

Probably, but that’s hardly comforting. Various organizations claim drivers quickly get used to the system and even grow to like it, especially as they get fewer tickets. Together with the car makers, they’re also gathering anonymised data to see if it changes the way we drive and how we interact with these intrusive systems. This will help shape future laws and technology.

So there you have it. Driving, once a joyous expression of freedom, is now reduced to a grim exercise in compliance. Enjoy your new car – or at least try to.