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Kick-starting the mass market for ADAS - A review of the key market drivers
Kick-starting the mass market for ADAS - A review of the key market drivers
Kick-starting the mass market for ADAS - A review of the key market drivers
Kick-starting the mass market for ADAS - A review of the key market drivers
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Kick-starting the mass market for ADAS - A review of the key market drivers

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  • 1. SBD Telematics and ITS research Kick-starting the mass market for ADAS - A review of the key market drivers Strong growth predicted for ADAS systems over the next five years... Advanced Driver Assistance Systems (ADAS) have been a featured technology in SBD’s research and analysis for many years. Historically, they have been thought of as an expensive option on high-end luxury vehicles, but the situation is changing and ADAS is moving to mass-market adoption. 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. This report will help you: 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 Exclusive comparison database of all ADAS systems in Europe and USA!! For additional information please email jappleby@sbd.co.uk or telephone Juanita on +44 (0) 1908 305101 and she will be happy to deal with your enquiry.
  • 2. 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 ofactive 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. Benchmark ADAS systems in Europe and the USA with SBD’s feature database!! The ADAS database is one of a number of databases produced by SBD as a part of its annual subscription package and surveys the Advanced Driver Assistance Systems offered by vehicle manufacturers in Europe & USA as of November 2010.
  • 3. ...know what tomorrow bringsTABLE OF CONTENTS 9. What is holding ADAS back?1. Executive summary 9.1 Lack of legislative clarity 1.1 Introduction 9.2 Integration of ADAS with new car star ratings 1.2 60-second summary of conclusions 60- 9.3 Price 1.3 Summary of key points 9.4 Interference 1.4 Recommendations for vehicle manufacturers 9.5 False positives2. What is pushing ADAS forward? 9.6 Summary 2.1 Defining ADAS active safety systems 2.2 Introduction LIST OF FIGURES 2.3 Concerns surrounding the deployment of EVs Fig. 1 Positive factors for ADAS outweighing barriers to3. New car assessment uptake 3.1 Euro NCAP Fig. 2 Factors pushing ADAS forward 3.1.1 Advanced Fig. 3 Euro NCAP Advanced award winners 3.1.2 Moving Forward Fig. 4 ADAS effects addressed by insurance companies 3.2 German vFSS Fig. 5 DVR Bester Beifahrer ADAS promotion campaign 3.3 NHTSA SaferCar materials4. Insurance testing Fig. 6 EuroFOT demonstration activities and participants 4.1 AEB Group Fig. 7 Expected EC timeline for ADAS legislation 4.2 Folksam Auto Brake Fig. 8 US DoT legislative timetable for reversing 4.3 RCAR P-Safe P- cameras 4.4 Volvo City Safety Fig. 9 Progression of legislation affecting ADAS5. Promotion Fig. 10 Likelihood of legislation affecting specific ADAS 5.1 DVR FAS Driver Assistance Systems Germany systems 5.2 Auto-IQ Switzerland Auto- Fig. 11 Growing availability of ADAS in mid-range models mid- 5.3 ROSPA UK in Europe 5.3.1 UK Roadsafe Fig. 12 Radar frequency comparison 5.4 Vision Zero Sweden Fig. 13 Examples of ADAS price variation 5.5 European initiatives Fig. 14 Mosarim radar interference project activities 5.5.1 eSafety 5.5.2 The Thinking Car video EUROPE AND USA ADAS DATABASE 5.5.3 EuroFOT Vehicle Manufacturers - The leading vehicle6. Legislation manufacturers that sell cars in Europe and USA 6.1 EC legislation Vehicle Models & Segment - Approx. 600 6.2 UK DfT cost/benefit research different models available in Europe and USA 6.3 US DoT Type of ADAS - Adaptive Cruise Control, Collision 6.4 Probability of legislation Warning and/or Avoidance, Intelligent Speed 6.5 Financial support Adaption, Traffic Sign Recognition, Lane Departure7. Availability Warning and/or Keeping, Blind Spot Monitoring, 7.1 Trickle down to mass market models Night Vision, and Driver Monitoring including the 7.2 Standard fitment in mass market models functionality and technology offered by each8. Technology system 8.1 Multiple applications from single sensor Supplier and cost - Germany (Euros) and USA 8.2 Integration of radar camera sensors (Dollars) 8.3 Rival radar technologies offsetting price and functionality SBD Tel: +44 (0)1908 305101 E-mail: postbox@sbd.co.uk www.sbd.co.uk
  • 4. The SBD Mission...… to provide our customers with the knowledge, insight and understanding they need to develop class leading Telematicsand Vehicle Security products and improved Cost Of Ownership performanceAbout the report author... Stephen Longden, ITS and Telematics Specialist Stephen achieved an MSc in Transport Planning and Management at the University of Westminster before becoming the editor of The Intelligent Highway magazine. At SBD, Stephen specialises in research and analysis into automotive telematics and navigation. He has investigated a variety of ITS applications and is widely regarded as an expert on emerging markets such as China and initiatives such as eCall. Stephen is an award-winning speaker at conferences and seminars in Europe and Asia.Pricing:Report Electronic pdf copy For a quotation or further information please contact Juanita Appleby on:3040 - Kickstarting the mass marketfor ADAS - a review of the key £1600/ €2000/ $3200market drivers Email: jappleby@sbd.co.uk Phone: +44 (0)1908 305 1013050 - EU and USA ADAS Database £1600/ €2000/ $3200 Fax: +44 (0)1908 305 106Related Reports Attitudes to Advanced Driver Assistance Systems An end user survey of ADAS system owners in Germany and the USA evaluates the purchasing process for ADAS systems, consumer attitudes and experience with the technology. Reference SBD/TEL/3060 A status review of map-based ADAS in Europe This report provides a classification for map-based ADAS and summarises the first generation systems that are available in Europe along with important research activities. It also identifies the development status of the new content and technologies that are required to enable the map-based functionality and analysis of system configuration options available. Reference SBD/TEL/2452 European ADAS Sales Forecasts These forecasts provide current market and sales analysis for ADAS systems in Europe through to 2014, broken down by vehicle segment and into the following specific applications: Adaptive Cruise Control, Collision Warning/Avoidance, Intelligent Speed Adaption, Traffic Sign Recognition, Lane Departure Warning, Blind Spot Monitoring, Night Vision and Driver Monitoring Reference SBD/TEL/2453

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