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Canberra-based driver monitoring technology group Seeing Machines has partnered with global electronics producer Mitsubishi Electric Corporation in a major opportunity for the company to expand its operations across Europe.
Seeing Machines, which has developed a machine-learning vision platform for in-car driver monitoring systems, describes the referral agreement as a gateway to accelerating sales of its cutting-edge Guardian Generation 3 solution across the region.
The deal secured with Mitsubishi Electric Europe BV is aimed at leveraging the European Union’s new Vehicle General Safety Regulations which mandate auto makers to use direct Driver Monitoring System (DMS) technology to reduce the risks of distracted driving.
DMS technology uses cameras and sensors to track and analyse a driver's behaviour in real-time, detecting signs of fatigue, distraction or other impairments that could lead to accidents.
The latest agreement comes on the heels of Seeing Machines securing a collaboration with Mitsubishi Electric Automotive America, Inc. in February this year, which the company says has led to a pipeline of opportunities across the Americas.
"Our relationship with Mitsubishi Electric Automotive America, Inc. is already delivering results, as demonstrated by the strong progress we have made in the Americas and the near-term opportunities it's creating,” says Paul McGlone, CEO of Seeing Machines.
“Extending this approach into Europe with Mitsubishi Electric Europe BV consequently represents a natural next step.
“Their proven reputation and established relationships position them as an ideal partner to bring our Guardian technology to new customers across the region, and I'm particularly excited about the significant opportunity this will unlock for us within the OEM (original equipment manufacturer) sector for after manufacture (factory-fit) fitment."
Seeing Machines, which is listed on the London Stock Exchange's AIM, was spun out in 2000 from the Australian National University and remains headquartered in Canberra with operations in the UK, North America and South America.
Founded by Alex Zelinsky, Timothy Edwards, Jochen Heinzmann and Sebastien Rougeaux, the company initially worked with Volvo Technological Development to create a driver monitoring system that would lead to a “crash-proof vehicle”.
Seeing Machines has since grown to supply DMS technology to the automotive, commercial fleet, aviation, rail and off-road markets working with some of the world’s largest transport brands.
Its collaboration with Mitsubishi Electric is aimed at leveraging the global giant’s fleet connections including logistics, distribution and maintenance to drive sales growth of the Guardian system through those channels.
"We're delighted to partner with Seeing Machines to support the expansion of their world-class safety technology across Europe,” says Rob Noon, the Automotive Business Unit president at Mitsubishi Electric Europe.
“This agreement reflects our shared commitment to reducing transport risk, and we're proud to support Seeing Machines in scaling its impact across a range of transportation industries."
Mitsubishi Electric Europe is a wholly owned subsidiary of Mitsubishi Electric Corporation operating extensively across Europe, with a network of branches across multiple countries.
The collaboration will also allow Seeing Machines to access the extensive direct relationships that Mitsubishi Electric has with truck and bus OEMs across the region.
The company expects this to facilitate the expansion of the Guardian Generation 3 business into other potential sectors in Europe, including rail.
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