Lightfoot is launching a reward-based 'traffic light' telematics and driver behaviour system for car drivers.

The prize programme launch follows a pilot involving 100 private motorists where competitions, weekly prizes and leagues were used to achieve a rapid and sustained improvement in driving performance.  

The company says the new programme is aimed at company car drivers and grey fleet drivers alike - as well as private motorists.

99% of all participants in the pilot improved their fuel economy and average mpg increased in excess of 15%.  

Mark Roberts, MD of Lightfoot, explained: “Launching Lightfoot to a consumer audience has required a totally different mindset to that of the fleet sector. Incentive has to be the driving force as private drivers don’t have fleet managers to bring them in to line. Through the development of a product that is built around competitive efficiency and rewards, we have created a new concept that has had stunning results, and is perfectly suited to the company car and grey fleet market.” 

In the four month consumer trial, which involved weekly prizes and competitions, Lightfoot had a huge, positive impact with 60% of those participating becoming ‘Elite Drivers’ – something achieved by only the top 3% without Lightfoot.  

Roberts said: “We have a technology that instantly and sustainably improves the way people drive. It is achieving fantastic results turning thousands of fleet drivers into Elite Drivers.  However, we want to go much further and get as many of the billion plus vehicles on the planet driving the Lightfoot way so they save fuel, lower emissions and reduce accident rates.  
 
“To do this we have pioneered the use of gamification – competition, leagues and prizes – to make the idea of driving better something people really want to do and actually enjoy. We have proven the approach with private consumers, we are already successful in the fleet sector and now we want to expand the benefits to those driving company cars or using their own cars for work by making as many of them Elite Drivers as we can.” 
 
Each week a randomly drawn Elite Driver wins a prize including, so far, supercar experiences, free meals and even a go kart race against former F1 world champion Nigel Mansell. As the concept rolls out, the prizes and incentives will become more and more attractive with a goal of giving away a car to an Elite Driver in 2017. 
 
Roberts added: “Why shouldn’t better driving get you a better car? And it is not just about prizes – Elite Drivers will be eligible for a range of valuable additional benefits. For example, we are currently working with a leading insurance company on a policy which is expected to lead to savings of more than 30% on private motor insurance policies for those driving well with Lightfoot.” 

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