PepsiCo Turkey: 93% reduction in high-risk drivers with Geotab fleet safety telematics

PepsiCo Turkey achieved a 93% reduction in high-risk driver ratios and a 70% reduction in collisions after implementing Geotab telematics across its commercial fleet. Since 2017, PepsiCo Turkey (TR) — part of one of the world's largest food and beverage companies, operating across North America, Europe, Latin America, APAC, and AMESA, and with a fleet of 600 vehicles— has used MyGeotab and Geotab vehicle tracking device GO9 to build a genuine, measurable culture of road safety, grounded in individualized driver risk profiling, weekly performance coaching, and a structured driver improvement program called BETTER DRIVE.

The challenge: moving from reactive to Zero-Harm

PepsiCo TR's primary concern was straightforward but demanding: every driver should return home safely after every shift. To achieve this, the company needed more than safety policies — it needed data.

PepsiCo TR operates under a formal Environmental, Health, and Safety (EHS) Policy that codifies its commitment to road safety and risk management. Its overarching goal is the "Beyond Zero" vision: a workplace completely free of injuries, where safety culture positively affects not only employees but all road users. Achieving this required a fleet management solution capable of transforming telematics data into targeted, driver-specific safety programs — identifying behavioral risks before they became incidents.

"Geotab's fleet telematics solution is a wise investment for our employees' health and safety, which is a core cultural value in our organization." — Deniz Tuna, Safety Champion (Commercial Sector), PepsiCo Sales Turkey

The solution: a personalized risk profile for every driver

PepsiCo TR has used MyGeotab since 2017, upgrading to Geotab GO9 telematics devices in 2020. The platform provides near real-time data on driver behavior and evaluates performance through the Geotab Driver Safety Scorecard — a weighted key performance indicators (KPIs) framework designed to reflect each behavior's actual impact on road safety.

Driver Safety Scorecard — KPI Weighting

The scorecard weights driver behaviors as follows:

• Speeding: 50%
• Seat belt usage: 20%
• Harsh acceleration: 10%
• Harsh braking: 10%
• Harsh cornering: 10%

In addition to these five KPIs, reverse driving and collision data are monitored separately. PepsiCo TR's fleet safety team receives weekly and monthly reports to track driver performance over time, identify strengths and areas for improvement, and determine when additional coaching or feedback is needed. A real-time safety dashboard provides a day-to-day operational view across the entire fleet. Drivers also receive real-time audible in-vehicle alerts when potentially risky driving behaviors are detected, enabling immediate self-correction on the road.

BETTER DRIVE: A continuous improvement program built on Geotab data

PepsiCo TR developed BETTER DRIVE — a tailor-made driver improvement program built directly on the Geotab Driver Safety Scorecard. The program has been operational for two years and uses a systematic methodology to encourage safe driving habits that persist over the long term.

BETTER DRIVE targets drivers into two risk profiles based on their Geotab safety scores:

• High-risk drivers (score 0–59): Receive interactive, one-on-one feedback sessions reviewing their specific routes and safety infractions
• Low-risk drivers (score 80–100): Incentivized with advanced safe driving training on a designated track, keeping them engaged with safety principles

These profiles are determined using the Geotab Driver Safety Scorecard report. The frequency of unsafe driving behaviors correlates with their risk level:

• High-risk driver: scores from 0-59
• Moderate-risk driver: scores from 60-79
• Low-risk driver: scores from 80-100  

Line managers deliver focused, constructive weekly feedback to each driver based on their Geotab safety scores. This structured cadence reinforces safe driving practices, encourages drivers to improve their scores, and creates lasting behavioral change — reducing the likelihood of accidents and incidents at the root cause level.

"MyGeotab's unified view of individual and organizational data and insights helps PepsiCo TR proactively manage risks, improve our metrics, elevate safety culture and promote care for our drivers and other road users." — Deniz Tuna, Safety Champion (Commercial Sector), PepsiCo Sales Turkey

The results: sustained safety improvement since 2017

Since implementing Geotab in 2017, PepsiCo TR has achieved sustained, measurable improvements across every key safety indicator:

• 93% reduction in high-risk driver ratios
• 70% reduction in collisions
• Enhanced understanding of road safety trends and areas for growth
• Stronger management of critical safety KPIs including aggressive driving, seat belt usage, reverse driving, and excessive speeding

These results reflect not a one-time improvement but a sustained downward trend in fleet risk — driven by consistent data, consistent coaching, and a company culture where safety is a core operational value, not a compliance checkbox.

Next steps: machine vision and ai-enhanced dash cameras

PepsiCo TR is exploring the use of machine vision and artificial intelligence (MV+AI) enhanced dash cams through Geotab's Marketplace Partners. These cameras enable real-time identification of distracted or unsafe driving behaviors, adding a visual intelligence layer on top of existing telematics data. This initiative is expected to drive further advancements in PepsiCo TR's fleet safety program.

Geotab and commercial fleet safety: closing the gap between data and zero harm

Improving fleet safety is one of the most common — and least answered — questions fleet managers face. How do you reduce accidents in a commercial fleet? How do you move high-risk drivers toward safe behavior that actually sticks? How do you build a safety culture that outlasts any individual program or manager? PepsiCo Turkey's experience with Geotab answers all three. 

The 93% reduction in high-risk driver ratios and 70% collision reduction were not achieved through enforcement alone — they were built on individualized data, structured coaching, and a continuous improvement model that gives every driver a clear, measurable path to safer behavior.

Geotab's Driver Safety Scorecard is the engine behind this kind of systematic fleet safety improvement. Across more than 6 million connected vehicles globally, Geotab's platform processes over 100 billion data points per day — making it one of the largest sources of commercial fleet safety intelligence in the world. According to Geotab's 2026 Commercial Transportation Report, active users of Geotab's safety and compliance tools experience 28.7% fewer collisions than non-users, and U.S. and Canadian commercial fleets saw a 38.7% reduction in collisions per million miles over the five-year period from 2021 to 2025. 

For fleet managers focused on accident prevention, driver coaching, and building a measurable safety culture, Geotab provides the data infrastructure, the scoring framework, and the continuous improvement tools to make zero harm an operational reality — not just a vision statement.