In the latest episode of the IRF Executives Talks series hosted by of the International Road Federation (IRF), Susanna Zammataro, IRF Director General, engages with Michael Schuch, CEO of SWARCO. Part of the “On the Road to Istanbul” series leading up to the IRF World Congress 2024 scheduled for 15-18 October 2024, this episode looks into SWARCO’s pioneering work on intelligent transportation systems (ITS) and the future of mobility.

With over five decades of industry experience, SWARCO stands as a global leader in road safety and intelligent traffic management. The Austrian traffic technology corporation offers a comprehensive range of products, systems, services, and turnkey solutions for road marking, urban and interurban traffic management, parking, and public transport.

“Our mission is about people: the citizen, the pedestrian, the cyclist, the driver—everyone. Our products, systems, and solutions must ensure that daily travel becomes as safe and convenient as possible, regardless of the chosen mode of transport,” emphasized Mr. Schuch. 

Mr Schuch highlighted that SWARCO’s innovations are not only focused on enhancing road safety but also on reducing emissions and combating climate change. “Well-guided and smoother traffic flows lead to reduced emissions from transport, contributing to global efforts to mitigate climate change,” Schuch noted. 

Innovative Technology Driving Progress

During the conversation, Schuch elaborated on SWARCO’s cutting-edge use of technology, emphasizing the company’s role in pioneering energy-saving LED technology for traffic lights and advancing road marking systems that cater to the needs of autonomous vehicles. “It’s not just about cutting-edge technology” Schuch remarked, “It’s about adding real value by helping our customers tackle the mobility challenges they face today and in the future.” 

One remarkable example Schuch shared was SWARCO’s work in Switzerland, where the introduction of high-performance SOLIDPLUS beads in road markings has significantly improved night-time visibility, bringing fatalities down to near zero. This innovation, now being adopted worldwide, exemplifies how SWARCO is shaping the future of intelligent transport. 

Challenges and the Path Forward

Despite these advancements, Schuch acknowledged that the journey is not without its challenges. He pointed out that outdated infrastructure and fragmented regulations remain significant hurdles. “The real challenge lies in moving beyond pilot projects to wide-scale deployment,” he stated. “Increased investment in road maintenance and the harmonisation of regulations across regions are essential steps to creating safer, more efficient roads.”

SWARCO at the IRF World Congress 2024

Looking ahead to the IRF World Congress 2024 in Istanbul this October, Schuch emphasized the importance of industry gatherings for fostering collaboration and innovation and why SWARCO is supporting the event as a Gold Sponsor. 

“I think gatherings like the IRF World Congress are vital not only for our industry but in general,” Schuch stated. “The IRF’s strong global network helps strengthen ties within existing markets and, more importantly, opens up new ones. It’s a great platform for industry leaders to exchange ideas, showcase innovations, and collaborate on solutions—not just for today’s challenges but also for those on the horizon. Discussions on future trends and how we can jointly address them are crucial.” 

The 3-day Congress includes 5.000sqm exhibition area where SWARCO, on booth nº 217, will showcase an expanded version of their “Go Green Virtual Reality Experience,” demonstrating how ITS solutions can reduce air pollution and improve traffic flow.

For more information about SWARCO’s participation at the Congress, or to schedule meetings with their team, reach out to the IRF at irf2024@irfnet.ch. 

Watch the discussion