This report analyses the main factors affecting the low market penetration of ADAS systems to date and proposes a number of technical and marketing strategies to drive the safety technologies into the mass market in the future.

The study also highlights the widening gap between EC-funded R&D activities and the actual market adoption. It considers the current imbalance between technological advancement and real-world
implementation issues and suggests how this could be improved to ensure that ADAS delivers its true safety benefits to society as a
whole.

SBD believes that vehicle manufacturers should focus on xxxxx xxxxxxx xxxxxxx using xxx xxxx xxxxxxx that can be xxxxxx xx xxxxxxxx, rather than xxxxixxxxxxx systems that control aspects of the vehicle and that are likely to remain low take-rate options.


Furthermore, SBD believes that if even a small percentage of the EC’s budget for research into advanced ADAS systems was redirected to xxxxxxxxxxx and xxxxxxx xxxxxxxxx then the fitment rate of today’s systems would increase dramatically, creating a more mature market for the even more advanced systems being developed for the future.

Europe’s first ADAS system (ACC from Mercedes Benz) was launched in 1999. Since then, anufacturers have developed more and more advanced features, culminating in the Lexus LS460’s collision
mitigation system with driver monitoring, obstacle detection and lane keeping (€6,100 option). These systems offer a high level of protection and performance, but their costs limit them to being
expensive options on luxury vehicles.


In parallel to these developments, the EC continues to fund research into ever-more sophisticated ADAS systems that fuse data from multiple sensors, share sensors between applications and communicate with other vehicles and infrastructure. These systems will undoubtedly contribute to road safety in the distant future, but there is a distinct gap growing between the research activities and the
car-buying public.