Samsara Launches Recognition for Drivers to Help Fleets Build Safer, More Engaged Driver Cultures

With driver turnover remaining one of the industry’s most pressing challenges, the UK needs to recruit 200,000 new lorry drivers over the next five years to avoid continued disruption to supply chains. As a result, fleets are urgently seeking new strategies to improve driver retention. In response, Samsara is doubling down on a driver-first approach, helping fleets build a culture that retains talent by celebrating performance in real time. Alongside investments in safety and risk management tools, Samsara’s new Recognition feature empowers managers to acknowledge and reward drivers for safe, consistent, and compliant driving. Why Recognition Matters Research shows that well-recognised employees are 45% less likely to leave their jobs[2], and organisations with high engagement see 48% fewer safety incidents[3]. Recognition builds on this insight, providing safety leaders with a simple, scalable way to reinforce the behaviours that matter most—improving morale, building trust, and ultimately keeping both drivers and communities safe. “Recognition represents a shift in how fleets can foster a culture of safety,” said Johan Land, SVP of Product and Engineering at Samsara. “Rather than focusing solely on correcting risky behaviour, we’re giving safety leaders tools to celebrate drivers for what’s going well—boosting morale, building trust, and reinforcing the habits that keep drivers and communities safe.” Technology That Celebrates Drivers Recognition uses real-time driver data and AI-driven insights to help managers identify key moments worth celebrating—whether it’s a streak of safe driving, significant improvement, or consistent compliance with tachograph regulations. These insights are delivered directly through the Samsara Driver App, making it easy for managers to give timely, personalised feedback. Key Capabilities: • Streaks & Milestones – Automatically surfaces trends in safe speed, focused driving, tachograph compliance, and fuel-efficient behaviour. • Personalised Kudos – Allows coaches to add custom messages, turning data into meaningful, motivational moments. • Shared Visibility – Drivers and managers can view performance highlights and progress through intuitive dashboards and mobile interfaces. Proven Results Across the Industry Samsara’s safety tools are already delivering results across the transportation sector: • DHL has reduced accident costs and driver turnover by 50% • Home Depot has lowered insurance claims by 65% • Lanes Group cut mobile phone usage by 92% within just seven months At Lanes Group, Fleet Systems Team Leader Amber Kirkby shared how Recognition has reshaped their team culture: “By focusing on positive reinforcement through Samsara, we’ve seen a significant boost in driver morale. Rewarding safe behaviours motivates our team and fosters a stronger safety culture where good practices are celebrated.” Recognition That Scales Unlike standalone recognition platforms, Samsara’s Recognition feature is fully integrated within the Samsara Connected Operations Cloud—no additional software or add-ons required. It’s recognition at scale, built for safety teams who want to boost performance without adding complexity to their workflows. With Recognition, Samsara is helping organisations turn appreciation into action—creating safer, more supportive, and higher-performing workplaces where drivers feel seen, supported, and motivated every day