2006-21-0008 New Demands from an Older Population: An Integrated Approach to Defining the Future of Older Driver Safety Joseph F. Coughlin and Bryan Reimer Massachusetts Institute of Technology ABSTRACT The nearly 77 million baby boomers, born between 1946 and 1964, can say that they are the automobile generation. Now turning 60 one every seven seconds, what are the new safety challenges and opportunities posed by the next generation of older adults? This paper presents a modified Haddon matrix to identify key product development, design and liability issues confronting the automobile industry and related stakeholders. The industry is now at a critical juncture to address the development of key technological innovations as well as the changing policy and liability environments being reshaped by an aging population. INTRODUCTION January 2006 the baby boomers began turning 60. Born between 1946 and 1964 the nearly 77 million adults can say that they are the automobile generation. From cradle – some may even suggest from conception – to grave the baby boomers have defined and driven innovation in the car. Innovations in power and control to meet the needs of their fast paced lives, design to match their penchant for redefining lifestyles, economy and quality to respond to their changing needs and fickle brand loyalties. Whether discussing the baby boomers in North America, Europe or the Dan Kai in Japan, the aging of the once perpetually youthful automobile market is posing new challenges for the automobile industry. While safety has always been important, the aging of the boomers is making safety a greater priority for older consumers, insurers and governments. Aging boomers will present many of the same safety issues posed by their parents, such as improved safety restraint systems. Next generation safety restraint systems with older occupants in mind are already in many of today’s vehicles or in future deployment plans. Active safety for older operators and passengers may hold still greater promise and challenge. However, the next generation of older consumers will also introduce novel expectations for safety-inspired design, engineering and services. The baby boomers will demand an integrated systematic response to their multiple safety needs which will be defined by the profound impact of in-vehicle warning/informatics on older operators, the largest generation of older women drivers in history, mass awareness of health and medical conditions on driver performance, and the unique trauma needs presented by older people. This paper suggests that a more complete look at the older consumer is needed to reconcile the car as a mobility, safety and service platform. Future automobile safety systems will require special attention to the impact of warning and information systems on the older user, the integration of personalized monitoring and safety systems, and the introduction of information-rich links to emergency and trauma services in the event of a crash. The automobile industry is now at a unique juncture to address these issues and respond to growing interest and concern related to older drivers in insurer and legal communities as well as among government regulators in North America and beyond. NEW AUTOMOBILE SAFETY DEMANDS FROM AN OLDER POPULATION Over the next ten years, at least 25 percent of automobile buyers will be over age 50. These “older” consumers purchase the majority of premium luxury vehicles – platforms that deliver the industry’s highest profits margins (Coughlin, 2005). Of all the highly motorized nations, the United States is most likely have the largest Copyright © 2006 Convergence Transportation Electronics Association and SAE International