An apparatus and system for alerting a driver within an automotive vehicle is provided. An alerting device is disposed within the vehicle, which is configured to alert a driver. A controller is operable to activate the alerting device to produce an alert. A hazard detecting device is configured to detect a hazard. The controller is configured to activate the alerting device to produce the alert if the hazard detecting device detects a hazard. The alert is produced a predetermined reaction time period before a desired driver response. The controller is configured to determine a driver response time. The driver response time includes the time from the alert to an actual driver response. The controller is configured to alter the predetermined reaction time period based on the driver response time. A method for assisting a driver of a vehicle and a non-transitory machine-readable medium that provides instructions are also provided.