To be honest, we have no study into the matter, nor did we know anyone who at one point has driven his car, for miles, on the wrong side. Not even our friends who have been to the UK. But still, Toyota has developed the system, will implement it, at first in Japan and perhaps after that in the US.
Now, the National Highway Traffic Safety Administration admits that driving on the wrong side of the road is an important public issue, and that the typical wrong-way drivers (yes, there is such a thing, apparently), usually chooses the wrong way on purpose. But, if he does that on purpose, why would he listen to a nav system telling him to stop and turn around?
"The majority of wrong-way drivers were male. Another complicating characteristic is that many make intentional U-turns on freeways — they do not enter via an off-ramp. Nearly half of the wrong-way crashes are caused by U-turns and half from wrong-way entries via off-ramps," says the NHTSA.
Back to the Toyota system, it will work pretty much like they do in video games: drive on the wrong way, you get slammed with a visual and audible warning. Something like “you may be traveling against the flow of traffic. Please check your direction of travel."
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