New vehicle technology could save drivers £327 million in speeding fines

  • Front-mounted camera which detects speed limit signs enables vehicle to automatically adjust its speed
  • Nearly 10% of drivers admit to getting caught speeding annually
  • More than three quarters of drivers say they don’t always know what speed they are travelling at
  • SEAT offers Dynamic Road Sign Display technology to help drivers adjust and reduce speeds
  • Around 40% of drivers would ask to have the technology on their car if it was available

Milton Keynes, 29 March 2021 – Technology which can read road signs could save drivers £327 million* in speeding fines according to new research by SEAT.

The study of 2,000 UK motorists found that nearly 10% admitted to being caught speeding annually, resulting in potentially millions of pounds in fines every year.

Analysis by the Spanish car brand, which also found that over three quarters (76%) of drivers don’t always know what speed they are travelling at, comes as the all-new SEAT Leon – featuring the Dynamic Road Sign Display technology – continues to be a sales hit in the UK.

The innovation developed by SEAT helps drivers stick to the speed limit – especially useful in areas with changeable limits.

Using a front-mounted camera which detects speed limit signs, the latest SEAT models can automatically adjust their speed according to the limit in that area. It will also scan school zones and other road signs.

Statistics compiled by the Department for Transport (DfT) show over 50%** of cars exceeded the speed limit on 30mph roads; while 47% of cars broke the limit on motorways in 2020.

With SEAT’s own research revealing the high number of motorists caught every year, around 40% of drivers said they would want a similar technology to SEAT’s Dynamic Road Sign Display technology on their car if it was available.

As motorists return to the roads as lockdown eases, the lack of recent experience behind the wheel could be making drivers less confident, making the technology even more important in helping reduce speeds according to local limits, as well as minimizing potential fines.

Richard Harrison, Managing Director of SEAT UK, commented: “It’s certainly eye opening to see that significant numbers of motorists aren’t necessarily always aware of their own speeds, but thankfully there is in-car technology – like our Dynamic Road Sign Display – already on the market to make drivers safer on the road.”

The SEAT Leon has a strong track record since its introduction in 1998, selling 2.3 million vehicles worldwide, with each generation proving more popular than the last. The latest model has introduced efficient plug-in hybrid variants that continue to earn plaudits for their driving dynamics, practicality and economy.

To find out more about the SEAT Leon, please visit:


Notes to editors:

*£100 for an SP30 speeding offence X 10% of 32.7 million licensed drivers in England alone = £327,000,000

About SEAT
SEAT is the only company that designs, develops, manufactures and markets cars in Spain. A member of the Volkswagen Group, the multinational has its headquarters in Martorell (Barcelona), sells vehicles under the SEAT and CUPRA brands, while SEAT MÓ covers urban mobility products and solutions. SEAT exports more than 80% of its vehicles, and is present in 75 countries.

SEAT employs over 15,000 professionals and has three production centres – Barcelona, El Prat de Llobregat and Martorell, where it manufactures the SEAT Ibiza, the SEAT Arona, the CUPRA Formentor and the Leon family. Additionally, the company produces the Ateca in the Czech Republic, the SEAT Tarraco in Germany, the SEAT Alhambra in Portugal and the Mii electric, SEAT’s first 100% electric car, in Slovakia. These plants are joined by SEAT:CODE, the software development centre located in Barcelona.

SEAT will invest 5 billion euros through to 2025 in R&D projects for vehicle development, specifically to electrify the range, and in equipment and facilities. The company aims to make Martorell a zero-carbon footprint plant by 2050.

For more information, please contact:

Juliet Carrington, Head of Press and Public Relations
07795 166422;

Sam Mercer, Product Affairs Manager
07557 597181;

This news release and illustration are issued in accordance with Clause 1.2J of the British Codes of Advertising and Sales Promotion and therefore cannot be the subject of a transaction of any kind.

Media Usage Terms

I agree that all creative assets including but not limited to photos, logos, sketches, images and artwork are for
editorial use only. All commercial use of these creative assets, including but not limited to advertising,
marketing and merchandising, is strictly prohibited.

I agree to these terms and conditions

: 2

The four essential driving assistants of the car of today and the future

The four essential driving assistants of the car of today and the future

Media ID: 34812
Small 1500 x 566 0.3 MB
Medium 3500 x 1321 1.5 MB
Large 1475 x 557 0.1 MB

© 2021 Copyright Seat. Reproduction free for editorial use only.



Media ID: 34811
Small 1500 x 1000 0.7 MB
Medium 3500 x 2333 3.0 MB
Large 1500 x 1000 0.7 MB

© 2021 Copyright Seat. Reproduction free for editorial use only.