Solutions for


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.

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Tobii Automotive offering

Car designers


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.

Woman interacting with car interface


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.

Assembly line car industry


Several OEMs and Tier-1 suppliers use our eye tracking glasses for continuous factory process enhancement, quality improvement, and to facilitate skills transfer.

Car showroom

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.

Tobii Driver Monitoring System - distracting driving

Driver Monitoring

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.

Woman driving a car using Tobii Pro Glasses 3 wearable eye trackers

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.


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.


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.

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.

Driver Monitoring

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.

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. 

Road statistics Europe

Road fatalities in the EU from 2003 to 2018

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

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, see our Tobii DMS offerings.

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