The top U.S. car-safety administrator is urging the auto industry to work with regulators to develop safety technologies instead of waiting until the government mandates them.

“The era of the big recall is not a sign of progress,” said Mark Rosekind, chief of the National Highway Traffic Safety Administration. “Record civil penalties are not a signal of success. Too often it means Americans have given their lives.”

Instead, Rosekind wants automakers to pursue a “proactive safety culture” with NHTSA, which will reward automakers for bringing out safety technologies to reduce deaths on the road. In 2014, 32,675 people died on American roads.

Rosekind hinted at “history making” announcements on Thursday and Friday that will entail “the future of safety technology.”

Not that NHTSA’s boss is looking through these announcements through rose-colored glasses. How quickly technology can reach market is something that concerns him.

For instance, more than 10 automakers have signed up to make automatic emergency braking and forward-collision warning a standard feature—rather than something for just luxury cars or top trim levels of mainstream vehicles. But even the automakers’ most fervent backers of this plan said it would take seven or eight years for that goal to be reached.

Rosekind said that any automaker who can bring that standard technology to market ahead of that schedule will be rewarded “in lives saved and crashes deleted.”

“Not that we won’t rule-make if others are still struggling” to meet the standard, Rosekind said at the Automotive News World Congress at the 2016 Detroit auto show

A goal of zero driving deaths is NHTSA’s ultimate long-term objective—something that clearly won’t happen before Rosekind’s term expires at the conclusion of the Obama administration.

“Success comes not when find we safety solutions, but when we work with industry to keep the crisis from happening in the first place,” Rosekind said.

That includes working in the rare air of cybersecurity. So far, “There is not a single incidence of a malicious hack affecting vehicle safety,” Rosekind said.

But the idea of technology sharing among automakers to prevent hacks from happening is something Rosekind is pushing automakers to accomplish without government regulation.

“We need to address this before, and not after, Americans are at risk. If you try to regulate that, by the time the regulations come out, you will be so far beyond the technology, they will be worthless,” Rosekind said.

NHTSA’s safety culture has also shifted from the idea that crashes are inevitable and that the agency must protect occupants. Now the objective is to prevent crashes from happening in the first place, Rosekind said.

Because human beings are at fault in a clear majority of accidents, Rosekind wants technology to help prevent those accidents. In addition to introducing semi-autonomous driving, Rosekind is pushing hard for a Driver Alcohol Detection System that will not start a car if it detects alcohol on the driver’s breath or on the driver’s thumb via a laser.

In meetings with automakers, Rosekind has issued this challenge, “Is safety our highest priority or merely one of many priorities? What we’re looking for is outcome.”