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Imagine this: You’re driving down a wide open Italian road in a new Ferrari. As you near the speed limit a warning light pops up on your dashboard. But the pavement is dry and not a car is in sight, so you push it a little faster. Suddenly a distracting chime starts going off. Repeatedly. You swear at the car and try to accelerate harder. Then you feel the accelerator pedal push back against your foot and the engine begin to lose power. As of July 7th, this may become reality–all across Europe.

The European Union is requiring all new cars to be sold in member countries come equipped with Intelligent Speed Assist (ISA). Because most automotive regulations are the same across various markets in Europe, this new law will also affect non-EU countries such as England.

So what is ISA? In this case, it is classified as a driver aid safety software, just like lane keep assist. But instead of vibrating the wheel when you wander out of the lane, it will warn you when you “wander” above the speed limit. Automakers get to decide what exactly ISA does. It does not have to be a “hard” limit governing your speed. But it could reduce engine power when you get over the speed limit.

How will ISA know the speed limit? It will probably use a combination of GPS/mapping data and detect speed limit signs you drive past. Drivers already living with the system tell stories about cars messing up the local speed limits and chiming annoyingly. Let’s hope automakers can iron out these wrinkles.

Many cars sold in Europe this year already have ISA. That’s because any cars still left on the lot after July 7th will have to have ISA retrofitted. For years, both Volvos and Renaults have had a hard limit at 112 mph. We’ll have to wait and see whether more European automakers add a limit.

So what does this mean for the next European-built car you buy in the US? That also remains to be seen. Many American historically bought European cars for their Autobahn-ready 155 mph top speed. So European automakers may know ISA would be bad for sales. Perhaps it will be available as a feature parents can activate. That said, the California legislature is currently considering a bill requiring ISA, so it may be coming to a North American car lot soon.

Learn more about California’s proposed speed limiter law, or see coverage of the European law in the video below:

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Staff Writer

Henry Cesari

Henry Cesari joined MotorBiscuit in 2021 and brings his deep interest in vintage cars, trucks, and motorcycles to the site. Having restored his first classic car at just 16 years old, Henry has wrenched on everything from overland campers to Japanese motorcycles and even pre-war Bugattis. Henry is also an avid attendee at local car shows and genuinely enjoys connecting with fellow auto enthusiasts.

Henry earned a Bachelor’s in Anthropology and English from the University of Vermont. He has since incorporated his love of the written word with his admiration of classic cars. While Henry is interested in vintage cars, he believes the golden age of cars is yet to come. He is confident journalists will play an important role in this revolution by exposing the industry as it is now and envisioning its possible future.