Robert Hitchcock clarifies BAT's worldwide safety initiative for its vehicle fleet
In a recent presentation, Robert Hitchcock, Global Sourcing Manager - Fleet at British American Tobacco (BAT), outlined the company's ambitious global fleet safety program. This strategy, focused on vehicle specifications, driver behavior, and support systems, aims to drive sustainable and safer fleet operations across the world.
At the heart of the program is the integration of advanced technology, such as AI-enabled dashcams for real-time risk detection and video analysis, to monitor and improve driver safety. BAT is also committed to integrating sustainable vehicle choices, aligning with its corporate responsibility to reduce emissions and enhance road safety.
Addressing driver behavior is another crucial component of the program. BAT is implementing data-driven driver coaching modules that analyze driver behavior through telematics and AI systems, providing actionable feedback and coaching to improve safety and efficiency. Proactive identification of risky driving behaviors is achieved with instant alerts to drivers to prevent accidents.
To support this technology-driven approach, BAT is deploying AIoT-based fleet intelligence platforms that unify data from people and assets, enabling comprehensive monitoring of compliance, safety, and performance. Solutions like EasyELD for Hours of Service (HOS) compliance ensure drivers do not exceed regulated driving hours, thus reducing fatigue-related risks. The company is also investing in intelligent impact management technology to detect and analyze incidents promptly.
Central to the success of the program is the collaboration and consultation across the six key departments: operations, fleet, legal, finance, HR, and EHS. Achieving alignment among these departments ensures better compliance and effectiveness of policies. To manage the diversity across markets, Hitchcock proposed categorizing them based on risk levels: low, medium, and high.
BAT's workforce consists of over 50,000 individuals from 138 different nationalities. Ensuring employee safety through vehicle maintenance and essential safety features is a priority for the company across all markets. Continuous investment in safety analytics showcases the company's dedication to interpreting data to drive substantive changes in its fleet safety program.
The success of a global fleet safety program requires a nuanced approach that considers regional disparities, diverse challenges, and varied risk levels. Hitchcock's strategy for addressing these complexities emphasizes a holistic, technology-driven approach that combines vehicle technology, behavioral analytics, and supportive compliance tools to drive sustainable and safer global fleet operations.
[1] This article is based on a presentation by Robert Hitchcock, Global Sourcing Manager - Fleet at British American Tobacco, and various questions and discussions that took place during the event.
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