There appears to be a lack of new ideas in driver behavior modeling. Although behavioral research is under some pressure, it seems too facile to attribute this deplorable state of affairs only to a lack of research funds. In my opinion the causal chain may well run in the opposite direction. An analysis of what is wrong has led me to the conclusion that human factors research in the area of driver behavior has hardly been touched by the "cognitive revolution" that 'swept psychology in the past fifteen years. A more cognitive approach might seem advisable and the "promise of progress" of such an approach should be assessed.