Taking stock of an initial product rollout in August, Jeff Hammock says that MechOptix’s automatic brake light technology has struck a chord with consumers and distributors.
Q: What does your automatic brake lamp technology entail?
A: MechOptix offers a smart brake lamp that constantly measures g-forces using an accelerometer then turns itself on to reduce your chances of being rear ended. We are using cutting edge LED and energy storage components in our circuit. We also use the same accelerometer that is in mobile devices such as smartphones and tablets.
Q: How does it operate?
A: Stoptix automatic brake lamps are always measuring g-forces and turn themselves on when the vehicle rapidly slows down. This deceleration could be caused by downshifting or engine braking, a front-end collision, or a powertrain malfunction (e.g. seized engine). The beauty of our solution is that this lamp will light itself up every time it should. Our lamps recharge in under three seconds when you apply the brakes.
Q: Which vehicle segments is this designed for?
A: My wife almost ran over me while I was on my motorcycle during a cross-country trip. She was following me in an SUV. I was doing what most riders do – downshifting to slow down instead of using the brakes. This means that my bike’s brake lights were not on and my bike wasn’t indicating its rapid deceleration.
We developed the Stoptix automatic brake lamp product to remedy this problem for motorcycles, but we invented a product that replaces the most common brake light bulb, the 1157 tail/brake light bulb. It is an easy bulb swap for motorcycles, passenger vehicles, tow-behind trailers, buses, vans, and tractor-trailer trucks. Our smart lamp displaces a bulb that has been in use for 100-plus years.
Q: What markets are you seeking?
A: Our target market, at least for the first six months, is motorcycles. We have developed relationships with buyers and C-level executives at the major distribution companies. This gets our product into 30,000 retail outlets in the U.S. and Canada.
We are also introducing the product internationally through Amazon, which ships to 75 countries. We have distributors in 10 countries who are interested in carrying the product in their respective regions. Outside the U.S. most of the vehicles have manual shift transmissions, so our value proposition is received well internationally.
Q: Which channels are you targeting?
A: Our next market segments are heavy duty trucking and the automotive aftermarket. Our HD market penetration will come through working with fleet safety managers and fleet maintenance managers to install the product when the trucks come in for service. The splice-in module product allows for a “bring your own light” approach. We do want to get this product into big box automotive retailers but we need to increase production to attract that business.
Q: Are you seeking distributors?
A: We are still seeking distributors, especially in the maintenance facilities industry. Since our lamp and splice-in module products are designed as plug-and-play, any installer can perform this upgrade to offer their customers increased safety. Ultimately, we want to see this product sold and installed wherever vehicles are serviced.
Q: What are the requirements to become a distributor?
A: We don’t really have a sign-up sheet for distributors. Everyone on the team is a partner and we extend that to our manufacturing reps and distributors as well. What I mean is that we engage each individually to not only sell these initial products but to learn more about the channel and to ask them what MechOptix needs to offer next.
They need to contact me initially, then I will introduce them to one of my team members to formalize. I am a very hands-on CEO and I see every new distributor or manufacturing rep as an addition to the family. We are all in this together to make our customers safer.
Q: Do you have a display package for auto parts retailers?
A: We have a clamshell with graphics on a blister card inside. We should have the countertop displays available by the time we start shipping the product in August. Lighting products are always difficult to display because electrical power is needed. This means that the display must be located near an electrical outlet. In many cases, the display power is not plugged in or not recharged by the counter personnel so the effectiveness is reduced.
Customers want to see how bright the lighting is and if it looks good. In our case, we have to charge the lamp then take it out of the socket to trigger the self-illumination by hand. Seeing is believing.
Q: Can the product be easily installed by do-it-yourselfers?
A: Stoptix automatic brake lamps are a bulb swap. Soccer moms can install them.
Q: How does the unit detect when the vehicle is slowing down?
A: The lamp turns itself on if the deceleration force measured exceeds a programmed threshold. The real magic is that our trigger algorithm filters out road vibration due to potholes or a rough suspension. It also takes into account the gravity effects of an incline or decline and the effects of centrifugal force when going around curves. We take all of that into account to avoid false positives.
Q: What were some of the engineering challenges when designing this?
A: We started the development thinking the small package size would be our biggest challenge. This was not the case. The triggering algorithm and power management scheme were more challenging.
Designing a product that operates on its own power for two hours but recharges in under three seconds is a major accomplishment. So is not letting a pothole with a two-wheeled trailer set off the lamp. We were also surprised that some of the circuit components were falsely advertised, meaning that the specifications sheet said one thing but the component did not operate as specified. Each of these surprises was a hurdle that took testing and redesign to overcome.
Q: Do you have other products under development?
A: Our Stoptix splice-in module is in development and we expect to be on the market with it this fall. We will also have additional products for motorcycles coming soon, including automatic brake lights for helmets and jackets. We are currently working with Auburn University on lighting for snowmobiles. Our bicycle light product should be on the market by September. All are automatic brake lights with additional features to increase visibility and safety.
Q: What does your fiber optic brake sensor entail?
A: We are currently negotiating a licensing deal, so I am not at liberty to offer any details. But the product description is simple – the fiber optic brake sensor has two optical fibers embedded in the brake pad/shoe that wear with the friction material. The sensor provides real time wear and temperature to the vehicle operator and to feed into the telematics system. The temperature is feedback to the driver to let off the brakes before shedding occurs. The pad wear is condition-based maintenance for the fleet managers and service shops.
Q: Which segments are you trying to reach?
A: We ultimately want to offer products that increase safety for all road transportation including bicycles and pedestrians. If you are on or near the road we want to offer products that increase your visibility to reduce your chance of being hit.
Q: What aftermarket channels are you aiming for?
A: The key to penetrating multiple markets is offering both our lamp and splice-in module versions of Stoptix technology. We have an automotive installation network interested in the product, and this network has 10,000 installation facilities. We are also working to get our products into the fleet service aisle for heavy duty trucking and shipping fleets. We also want to get this into municipal fleets including patrol cars, utility trucks and public transportation vehicles.
Q: Is additional training required to install this?
A: None. This bulb swap is easy.
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