TROY, MI –Radar Safety Technologies LLC announced the FrontAlert Collision Alert System, the company’s first product, during a news conference at Troy-based Automation Alley.

The eight-person company, formed in 2006, plans a formal introduction of the product at a trucking industry convention in Louisville, Ky., later this month. The Troy technology startup said it will introduce a forward-looking radar safety system for the commercial truck market that will enable drivers to discern between potentially life-threatening hazards and non-hazards, according to http://blog.mlive.com.

The new product combines a small, bumper-mounted, 77 GHz radar with a range of 250 feet and an LCD display that would mount to a windshield or dashboard. The display alerts the driver of potential hazards via a yellow light and with a red light and tone when there is a hazard that warrants evasive action.

The company said the device can detect objects that are moving slower than or at the same speed as its vehicle, and can alert drivers when it detects objects that are stopped or are headed directly for it. The product will compete against a similar radar-based safety system from Eaton Corp., and Troy-based ArvinMeritor Inc. also plans to launch a radar-based adaptive cruise control truck product during the third quarter.

The product will go on sale through trucking fleet aftermarket channels during the second quarter with a sticker price of $2,000.