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Kickstarting the mass market for ADAS - a review of the key market drivers

Published: Jan 2011 | No Of Pages: 42 | Published By: SBD

Product Synopsis

Strong growth predicted for ADAS systems over the next five years...

In this latest strategic look at ADAS, SBD assesses the potential impacts of factors like government legislation and insurance industry testing on the implementation and uptake of active safety systems. In addition, this research investigates some of the barriers to deployment that are holding the ADAS market back, including system pricing and technology obstacles.

The report contains specific recommendations for the automotive, insurance, investment and government related industries that wish to understand how they can benefit most from the growing importance and sales of ADAS technologies.

Exclusive comparison database of all ADAS systems in Europe and the USA

This report will enable you to:

  • Understand the growing importance of ADAS in new car rating processes like Euro NCAP and NHTSA
  • Respond to evolving European legislation mandating ADAS
  • Develop product strategies that reduce system price and avoid the high repair costs of ADAS sensors
  • Learn about and participate in the promotional activities created to increase consumer awareness and acceptance of ADAS systems

Positive factors for ADAS outweigh barriers to uptake...

The market for ADAS is at a critical tipping point with several factors and activities converging to promote the uptake of active safety systems by the mass market.

The factors supporting ADAS are:

  • Inclusion of ADAS in new car safety assessments by organisations like Euro NCAP and NHTSA.
  • Insurance companies developing test procedures to evaluate the impact of
  • ADAS on the number and severity of crashes. The insurers are looking to compare the increased repair costs for ADAS sensors with the benefits of systems such as Autonomous Emergency Braking.
  • Governments and road safety charities are promoting uptake of ADAS through driver education activities as they see ADAS as a key method of reducing road deaths and injuries.
  • EC legislation requiring fitment of ADAS in trucks and buses will come into force at the end of 2012 and private cars are expected to follow. The report provides an expected timeline for this emerging legislation.
  • Vehicle manufacturers are continuing to reduce system prices and migrate ADAS availability to mass market models.
  • Technology developments such as the integration of radar and camera; and sharing of sensors between multiple applications are enabling price reductions in ADAS. Multiple radar technologies based on different frequencies (24 GHZ, 77 GHz and 79 GHz) allow vehicle manufactures to trade off cost and performance according to their market strategies.

The factors holding back ADAS include:

  • A lack of legislative clarity within the EC on its plans to mandate Autonomous Emergency Braking and Lane Departure Warning in private cars following trucks and buses.
  • Both Euro NCAP and NHTSA have still not included ADAS within their formal star ratings.
  • The insurance industry as a whole is still undecided on the emergence of ADAS. Some insurers are positive and offer discounts for models equipped with ADAS while others are concerned over potential sensor repair costs.
  • Interference between radar systems when deployment becomes commonplace. The EC, vehicle manufacturers and system suppliers are aware of this issue and are working on finding solutions.

1. Executive summary
1.1 Introduction
1.2 60-second summary of conclusions
1.3 Summary of key points
1.4 Recommendations for vehicle manufacturers

2. What is pushing ADAS forward?
2.1 Defining ADAS active safety systems
2.2 Introduction
2.3 Concerns surrounding the deployment of EVs

3. New car assessment
3.1 Euro NCAP
3.1.1 Advanced
3.1.2 Moving Forward
3.2 German vFSS
3.3 NHTSA SaferCar

4. Insurance testing
4.1 AEB Group
4.2 Folksam Auto Brake
4.3 RCAR P-Safe
4.4 Volvo City Safety

5. Promotion
5.1 DVR FAS Driver Assistance Systems Germany
5.2 Auto-IQ Switzerland
5.3.1 UK Roadsafe
5.4 Vision Zero Sweden
5.5 European initiatives
5.5.1 eSafety
5.5.2 The Thinking Car video
5.5.3 EuroFOT

6. Legislation
6.1 EC legislation
6.2 UK DfT cost/benefit research
6.3 US DoT
6.4 Probability of legislation
6.5 Financial support

7. Availability
7.1 Trickle down to mass market models
7.2 Standard fitment in mass market models

8. Technology
8.1 Multiple applications from single sensor
8.2 Integration of radar camera sensors
8.3 Rival radar technologies offsetting price and functionality

9. What is holding ADAS back?
9.1 Lack of legislative clarity
9.2 Integration of ADAS with new car star ratings
9.3 Price
9.4 Interference
9.5 False positives
9.6 Summary


Fig. 1 Positive factors for ADAS outweighing barriers to uptake
Fig. 2 Factors pushing ADAS forward
Fig. 3 Euro NCAP Advanced award winners
Fig. 4 ADAS effects addressed by insurance companies
Fig. 5 DVR Bester Beifahrer ADAS promotion campaign materials
Fig. 6 EuroFOT demonstration activities and participants
Fig. 7 Expected EC timeline for ADAS legislation
Fig. 8 US DoT legislative timetable for reversing cameras
Fig. 9 Progression of legislation affecting ADAS
Fig. 10 Likelihood of legislation affecting specific ADAS systems
Fig. 11 Growing availability of ADAS in mid-range models in Europe
Fig. 12 Radar frequency comparison
Fig. 13 Examples of ADAS price variation
Fig. 14 Mosarim radar interference project activities

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