HAAS Alert

Market position

HAAS Alert describes Safety Cloud as the world's largest V2X platform and the largest data provider to navigation apps such as Waze, with alerts available on millions of passenger vehicles. Press coverage placed it among a growing group of startups applying V2X and ADAS technology to collision prevention, with an approach focused on safety use cases for first responders and roadway workers rather than general connectivity or infotainment.

Unlike lights and sirens, which depend on line of sight and audibility, Safety Cloud delivers warnings digitally into the driver's navigation app or dashboard ahead of the hazard. Activation is automatic via the vehicle's warning-light circuit rather than manual, motorists need no dedicated app because alerts ride on platforms they already use, and fleets can join through existing telematics, a transponder, or OEM factory pre-install. The two-sided network — thousands of fleets on one side, automaker and navigation ecosystems on the other — is central to the company's positioning.

Technology

Safety Cloud is a cloud-based vehicle-to-everything platform. It ingests roadway hazard data via cellular-based sensors and vehicle telematics; the system is wired to a vehicle's warning light bar or master switch so alerting begins automatically when lights are activated and stops when they are turned off. Events are verified and distributed across the network and rendered in navigation apps and in-vehicle infotainment or instrument clusters. Alerting logic can run in HAAS Alert's cloud, an OEM's cloud, the vehicle head unit, on the edge of chips inside the hardware, or in a hybrid architecture. Additional capabilities include responder-to-responder intersection alerting, traffic signal preemption, a situational awareness dashboard for cross-jurisdiction coordination, and FleetFusion/Road Fusion data integration into third-party dashboards and traffic management centers. The company maintains a patent portfolio.

Go-to-market

The company sells directly to emergency services, municipal and commercial roadway fleets through demos and segment-specific pricing pages, and expands reach through channel and platform partnerships: telematics providers (Geotab, Samsara, Ericsson), vehicle OEMs that pre-install the system (for example Pierce Manufacturing on fire apparatus), automakers that carry alerts in-dash (Stellantis brands, Volkswagen, Mazda), and navigation apps such as Waze. It also supports grant-funded procurement, a referral program for fleets, and participates in standards and legislative work (NFPA 950/951, NFPA 414, NFPA 1900/1901, Move Over legislation, and the U.S. DOT V2X plan).

Emergency responders (fire apparatus, ambulances, police vehicles), towing and recovery operators, departments of transportation, construction and work-zone crews, maintenance and utility fleets, waste and school bus fleets, and snowplows, alongside automakers and navigation platforms that consume the alerts on behalf of motorists.

Geography

Headquartered and built in the U.S. Midwest, with the founding incident and early company history in Chicago. Safety Cloud alerting and the car-to-car messaging network expanded across Europe from 2023, and the company maintains international sites; a 2026 announcement covers availability across the DFRS ecosystem with BMW Group and Škoda in Europe.

History

Safety Cloud, described as the first connected safety platform with in-vehicle alerting, was created in 2015. In 2018 the U.S. Department of Homeland Security awarded $1.1 million toward development of digital alerting to meet public safety requirements. In 2019 the company worked with legislators supporting S.2700 and S.1389 for the Protecting First Responders Act. Safety Cloud was named Vehicle-to-Vehicle Solution of the Year by the AutoTech Breakthrough Awards in 2020. In 2021 alerting categories expanded to ambulances, school buses, garbage trucks, highway traffic signals and infrastructure, and digital alerting was codified and funded in the Infrastructure Investment and Jobs Act. In 2021 the company raised a $5 million seed round. Stellantis became the first global automaker on the network in 2022 with its Emergency Vehicle Alerting System, bringing in-dash alerts to Chrysler, Dodge, Jeep and Ram vehicles. Safety Cloud launched in Europe in 2023, and in 2024 HAAS Alert participated in the release of the U.S. DOT national V2X deployment plan.