In an exclusive interview with Just Auto, Johanna Jansson, Vice President Sales & Marketing Automotive at Neonode, discusses the company’s recent recognition at the 2025 Just Auto Excellence Awards and how their pioneering driver monitoring software is set to transform the automotive landscape. Jansson elaborates on Neonode’s commitment to safety, innovation, and the integration of advanced technologies that enhance driver engagement and experience, while also preparing for the evolving regulatory environment.

Just Auto: Congratulations on winning the Innovation Award in the Driver Monitoring Software category. Could you elaborate on how this recognition aligns with Neonode’s long-term vision and mission in the automotive industry?

Johanna Jansson: This recognition highlights our work on advanced features in our driver monitoring software, a key component of our MultiSensing^® technology which uses advanced computer vision and AI to ensure drivers are engaged and in control of the vehicle. It supports our long-term vision of transforming every new car into a safe, personalized and intelligent space, and also highlights our efforts in innovation – something we are very passionate about. We are proud to offer our customers an award-winning solution that will enable them to design future cabin experiences without compromising style, functionality or safety.

Just Auto: How does this technology differentiate your products from competitors?

Johanna Jansson: Neonode’s MultiSensing technology goes beyond eye tracking, which is our key differentiator. While our DMS and OMS meet all the common standards, our system is built using synthetic data which enables us to create new features in a matter of weeks, rather than months or years. Some of our proprietary features include hands-on-wheel detection and digital mirror augmentation, which turns static screens into fluid tools that mimic reflective mirror experiences based on the driver’s exact line of sight.

Our product suite also extends beyond computer vision technology. We develop extremely responsive infrared touch technology that enables interaction on any surface in the vehicle, such as polyvinyl dashboards, digital displays, window glass, metal or even fabric. It’s an exceptional choice for creating wow-experiences.

Just Auto: Your use of synthetic data to train neural networks is quite innovative. How does this approach enhance the development and performance of your driver monitoring systems compared to traditional methods?

Johanna Jansson: Training neural networks require lots of data. Creating this data ourselves, rather than collecting real-world examples which can take an immense amount of time, allows us to expedite the data creation and tailor it to our specific demands. We’ve been refining the way we work with synthetic data for years. Creating hundreds of thousands of scenarios needed to make our hands-on-wheel function accurately using traditional data collection methods would have required months of work. Now, we were able to quickly iterate on the function using our bespoke methodology, resulting in better performance and faster development time. Synthetic data is also possible to annotate with high precision and thereby makes it possible for us to create functions which would be next to impossible to create with traditional methods.

Just Auto: Achieving compliance with EU GSR and Euro NCAP is a significant milestone. How do you foresee regulatory frameworks evolving, and how is Neonode preparing to meet future compliance requirements?

Johanna Jansson: Our commitment to safety and quality is underscored by our compliance with EU GSR and Euro NCAP regulations, as well as ISO 9001:2015 and ISO/IEC 27001:2013. However, our aim goes beyond just keeping pace with the industry guidelines – we strive to meet the future expectations of OEMs which are not yet road mapped in the regulations in order to future-proof our technology. We foresee that the standards will evolve with the developments in autonomous driving and software-defined vehicles, and we plan to be ahead of the curve.

Just Auto: The hands-on-wheel application is noted for its compatibility with any steering wheel and existing in-cabin cameras. How does this adaptability benefit automakers?

Johanna Jansson: Freedom of design! Steering wheels tomorrow may not look like steering wheels today. With our in-house synthetic data factory, we can transform 3D models of any steering wheel design into custom datasets at rapid speed. This means we can train our neural networks to detect hands-on-wheel in any vehicle or cabin, giving manufacturers total design freedom to choose the shape, placement and size of the wheel.

Just Auto: Customizable hand gestures for controlling vehicle features is an intriguing aspect. How do you balance enhancing driver experience with maintaining safety and minimizing distractions?

Johanna Jansson: We see customizable hand gestures on the steering wheel as a powerful brand differentiator for manufacturers who want to enhance the cabin experience without compromising safety. 

We pioneered this idea back in 2015, when we launched our sensor-based smart wheel. The legacy continues now with our camera-based model, which delivers a similar intuitive experience but now with the added power of over-the-air (OTA) updates to keep it cutting-edge. Gestures can be customized to the customers’ requirements, and because user interaction is done directly on the steering wheel, it promotes safety by keeping drivers’ eyes on the road and hands on wheel.

Just Auto: Your solutions can be integrated with existing driver monitoring systems and ADAS. What are the biggest challenges and opportunities associated with scaling these integrations across different vehicle platforms?

Johanna Jansson: One of the biggest challenges in developing software for the automotive industry is the lack of an industry standard platform and architecture. Because of this, Neonode’s solutions are designed with adaptability in mind. Our driver monitoring features, like hands-on-wheel detection for example, is built as a stand-alone application which can be integrated with a wide range of existing DMS and ADAS setups.

This flexibility allows OEMs to effectively integrate value-add safety features into existing systems, without requiring an extensive overhaul of the vehicle’s existing infrastructure. In addition, OEMs can leverage the data from our hands-on-wheel detection to enhance other systems too, such as improving driver alerts or refining autonomous driving features.

Just Auto: How does your hands-on-wheel detection system contribute to improving driver engagement and safety, particularly in semi-autonomous driving scenarios?

Johanna Jansson: For semi-autonomous vehicles, specifically SAE Level 2 and 3 where human intervention is required under certain circumstances, hands-on-wheel detection is extremely important in determining if the driver is ready to take over control before autonomous driving mode is disengaged. It is also a game-changer in determining accountability in the case of an incident. A driver who is unresponsive to a clear handover request would quickly determine driver-liability, for instance.

Just Auto: As vehicles become more autonomous, what role do you envision Neonode playing in shaping the future of human-vehicle interaction?

Johanna Jansson: Autonomous vehicles will turn drivers into passengers, so interaction with the vehicles will become more about comfort, convenience and entertainment. As mentioned earlier, Neonode’s suite of infrared technology enables interaction on any surface of the vehicle – glass, metal, fabric, displays or holograms – which is inspirational for OEMs when coming up with new in-cabin features. Our computer vision technology can also recognize hand gestures which can take interaction from surfaces to mid-air. It can even identify passengers, which can also add a layer of personalization for each individual person in the vehicle.

Just Auto: Neonode has a legacy of innovation spanning over two decades. How do you foster a culture of continuous innovation within the company, and what are some key areas of focus for future R&D?

Johanna Jansson: Fostering a culture of continuous innovation isn’t just a goal – it’s who we are. We’ve built a dynamic, open environment where every voice can ignite new ideas, as we believe no idea is a bad idea. We encourage curiosity, bold thinking and rapid prototyping to keep us at the forefront. 

Simultaneously, our technology doesn’t just solve problems – it inspires. With our flexible approach, our customers see a world of possibilities with our embedded solutions and we enjoy co-innovating with our customers too.  

Looking ahead, our R&D is focused on making vehicles safer and smarter, leveraging AI and computer vision to set new benchmarks in experience and reliability. We’re also exploring next-generation gesture control and holography where we are pushing the envelope on intuitive, seamless experiences that redefine how people interact with vehicles.

Just Auto: With a diverse customer base, including Fortune 500 companies, how do strategic partnerships influence Neonode’s growth and innovation in the automotive sector?

Johanna Jansson: Strategic partnerships play a crucial role in Neonode’s growth and innovation within the automotive sector. As an embedded software provider, we work with tier ones to integrate our technology into a diverse range of applications. One example is rearview mirror hardware. By working closely with partners, we can also gain new insight into emerging market demands and refine our technology to meet those expectations.

Just Auto: Thank you Johanna, for sharing your invaluable insights with us today. It’s always a pleasure to hear from leaders in the industry.

To our readers, we look forward to following Neonode’s exciting journey in shaping the future of automotive technology. Stay tuned for more innovations on the horizon!

Company Profile

Neonode is a deep-tech innovator with a bold mission: to redefine how humans and machines interact. The company believes every vehicle should be a safe, intelligent and personalized space that enhances the driving experience for all drivers and passengers.

Neonode bridges the gap between humans and vehicles with intuitive and reliable camera-based computer vision solutions, as well as infrared touch, contactless gesture control and holographic interaction. Its commitment to quality is underscored by ISO 9001:2015 and ISO/IEC 27001:2013 certifications and compliance to EU GSR and Euro NCAP regulations. Neonode holds over 100 patents, and its technology is deployed in over 90 million products worldwide.

Headquartered in Stockholm, Sweden, and publicly listed on NASDAQ, Neonode’s journey began in 2001 as a mobile phone disruptor and has since evolved into a global leader in high-precision embedded sensing technologies. From launching one of the world’s first touchscreen smartphones to pioneering contactless digital interaction, to developing behavior-based automotive software, Neonode’s embedded optical sensing and scene analysis technology is now trusted by companies around the globe, including various automotive OEMs and Tier 1 suppliers.

Today, Neonode is at the forefront of AI-driven in-cabin sensing and driver monitoring, where it leverages the best in machine learning and synthetic data to continually push the boundaries of possibility.

Contact information

Neonode AB
Karlavägen 100
115 26 Stockholm
Sweden

Tel.: +46 70 29 58 519
Web: www.neonode.com