phil lebow has more. >> driving in america has become deadlier. the national safety council estimates more than 40,000 people died in car a accidents last year, the most since 2007. it caps the steepest two-year rise in auto fatalities since 1964. some is because drivers are going faster as states raise speed limits, while distracted driving remains a huge problem. ironically, highway deaths are rising even as new technologies like lane departure warning systems are becoming more common. but the national safety council says some of the new systems are being ignored by drivers. >> there are happen tick warning, oral warning, visual warning. some of these warning are confusing to drivers and some of them are -- the functionality is really not there and so drivers are turning them off. >> reporter: doug simpson, the founder and ceo of navdi think hes has a way to keep drivers from picking up their phone. since late last year they have sold a device that projects navigation texting on the screen in front of the driver. >> people are going to make phon