The public is largely numb to the frequency and nature of roadway deaths because they are often geographically separated and underreported in general media.

“I don't think gets enough attention given the the consequences of it and it's um it's also a topic that I think maybe people don't necessarily appreciate the the frequency of of such interactions”

A proactive rather than reactive safety culture is essential to reducing the high number of roadway deaths and injuries.

“one of the big pushes that I've tried to to make happen in the automotive realm is trying to move from a more reactive safety culture to a more proactive one”