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Tobii Automotive

Solutions for the vehicle lifecycle

Tobii’s market-leading eye tracking and attention computing solutions deliver critical value to manufacturers, automotive suppliers, and research institutes throughout the vehicle lifecycle — from research, UX/design and production, to buyer and driver experiences.

Tobii Pro customers - car company logos

Tobii Automotive offering

  • Research renowned research institutes collaborate with OEMs, as well as other parts of the automotive industry, leveraging Tobii eye tracking technologies to carry out non-invasive behavioral research.
  • UX/Design the majority of global OEMs rely on our eye tracking technology in their UX/design processes because of the objective and data-based feedback it can generate about design features.
  • Production several OEMs and Tier-1 suppliers use our eye tracking glasses for continuous factory process enhancement, quality improvement, and to facilitate skills transfer.
  • Buyer experience vehicle showroom designers use Tobii’s technologies to extract insights throughout the sales process by capturing the buyer’s attention in the showroom, during the test drive, and purchase.
  • Drive Tobii Driver Monitoring System (Tobii DMS) is a powerful solution for identifying drivers and assessing their attention — saving lives by delivering real-time feedback on driver state, such as drowsiness and distraction.
Tobii Pro Glasses 3 and Controller

Tobii Pro Glasses 3 are used for research, marketing, and consumer studies as well as workplace productivity and quality assessment.

Woman driving a car


Vehicle manufacturers and Tier-1 suppliers rely on research — often conducted with some of the world's most renowned institutes — to address ever-evolving technological and environmental shifts. Buttonless UX, for example, new regulations accelerating the adoption of all-electric vehicles, and the evolution of sensor technologies and driver-assist features — present opportunities, but they also impact driver behavior.

Tobii works with renowned research organizations that support OEMs and Tier-1 suppliers. Our technology helps them assess the impact of new features on driver behavior by delivering key metrics such as cognitive load, stress, and visual distraction across vehicle models and atmospheric conditions.

For more information, visit human factors and engineering research.


To facilitate user-centered design (UCD) and the creation of intuitive interfaces, UX designers work to deliver features with minimal impact on driver distraction.

The vehicle industry has adopted early and frequent consumer testing as an effective way to minimize the risk and cost associated with UX changes. Tobii's technology delivers machine-generated metrics, enabling consumer feedback to be combined with objective insights to assess the impact of UX design modifications accurately.

For more information, visit the future of road safety.


Streamlined vehicle manufacturing processes and production lines are essential for maintaining cost control, particularly in standard operating procedures requiring manual inspection or human interaction.

Vehicle manufacturers are using Tobii's technology as a bridge between people and processes. Because it can capture what an expert is looking at, eye tracking ensures that documented ways of working are continually aligned with the best practices that skilled workers develop on the job. By delivering insights, our technology can help trainees understand how to perform tasks and support quality control with visual feedback.

For more information, visit productivity and quality.

Buyer experience

The consumer journey often begins on the manufacturer's website, before shifting to a visit to a local showroom, or even an auto expo, and on to a test drive. Consumers want to understand their options to find the best purchase plan that suits their needs and budget.

Tobii works with OEMs, delivering buyer-behavior insights and know-how that help to maximize the impact of online and showroom experiences.

For more information, visit the secret to an engaging car showroom.


Research shows that two-thirds of drivers are distracted in the seconds before an accident. Next generation driver monitoring systems (DMSs) play a vital role in reducing this statistic because they alert drivers about certain dangerous behaviors, helping to safeguard all road users including other motorists, cyclists, and pedestrians.

"By 2025, new EU regulations will come into force, mandating driver drowsiness and attention awareness systems in all new vehicles."

Tobii DMS is built on 20 years of innovation and integration know-how in eye tracking and attention computing technologies. It enhances traffic safety by delivering key signals and data points about the attention state of the driver. Leveraging these signals, the vehicle can monitor driver distraction, drowsiness, and other dangerous behaviors to prevent accidents through timely warnings and alerts, and even take control of the vehicle if needed. 

For more information, visit the Tobii DMS product page.

Road fatality stats EU 2003-2018

Contact us

Tobii works closely with vehicle manufacturers and their suppliers to integrate Tobii’s technologies at every stage of vehicle lifecycle. If you’re keen to know more about Tobii’s DMS offerings, check out the Tobii DMS product page.

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