Frost & Sullivan Das Active Safety

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Roadmap for driver assistance systems

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  • Frost & Sullivan Das Active Safety

    1. 1. Future Evolution of Advanced Driver Assistance Systems in Europe Nick Ford Senior Consultant FROST & SULLIVAN
    2. 2. Agenda for Safety & DAS Overview of the Market for Safety and DAS Technologies Active Safety Technologies – Identifying Growth Opportunities Customer Attitudes and Perceptions towards Safety Technologies Conclusions & Recommendations
    3. 3. Agenda for Safety & DAS Overview of the Market for Safety and DAS Technologies Active Safety Technologies – Identifying Growth Opportunities Customer Attitudes and Perceptions towards Safety Technologies Conclusions & Recommendations
    4. 4. Key Product Launches in Automotive Safety Market – 2007 <ul><li>Collision avoidance is a key development area – Europe’s first system using Radar + Camera sensor fusion for Emergency braking </li></ul>Driver Alert Control (DAC) Production Models : S80, V70 and XC70 Sensor Used : CMOS Camera Developed by : Volvo, Mobileye System Functioning : LDW camera monitors distance between the car and the road lane markings to determine whether the driver risks losing control or not. Collision Warning with Automatic Braking Production Models : S80, V70 and XC70 Sensor Used : Camera + Radar Developed by : Volvo, Mobileye, Delphi System Functioning : Sensor fusion of radar and camera data for obstacle detection with initial audio and video warnings followed pre-charging of the brakes or automatic-braking in the case of driver inaction. Park4U Semi-autonomous Parking Production Models : VW Touran, Tiguan Sensor Used : Ultrasonic sensors Developed by : Valeo System Functioning : The system measures a parallel parking space and guides the car into the gap taking steering control, with the driver required to just accelerate or brake. PathFindIR – Automotive Night Vision ( Aftermarket ) Sensor Used : Far Infra-red camera Developed by : FLIR + NAV-TV System Functioning : PathFindIR is an autonomous, stand-alone camera system that uses thermal imaging for improved road visibility in night driving conditions. The system can be installed on any vehicle platform quickly and easily. Lane Departure Warning (LDW) – Camera Based Production Models : BMW 5-Series Sensor Used : CMOS Camera Developed by : Siemens VDO + Mobileye Launched in 2008
    5. 5. Key Product Launches in Automotive Safety Market – 2008 <ul><li>City Safety – Europe’s first Low Speed Collision Avoidance System to be installed as a standard in Volvo XC60 </li></ul>City Safety system Production Models : XC60 Sensor Used : Infrared Sensors Developed by : Volvo, Continental System Functioning :Three Infrared Sensors behind the windscreen scans the front of the vehicle up to 6 m and can bring the car to a complete halt if the relative speeds are less than 15 km/hr Audi Side Assist Production Models : A4 , Q7 Sensor Used : 24 GHz sensors Developed by : Hella System Functioning : The system constantly monitors the adjacent right and left lanes. It provides an optical alert - with warning lights on the side mirrors . Blind Spot Detection Production Models : Jaguar XF Sensor Used : 24 GHz sensors Developed by : Valeo System Functioning :This radar based sensor technology alerts a vehicle driver of the presence of another vehicle at the rear blind spot. A visible icon is displayed in the side view mirror in such a situation, thus alerting the driver. Intelligent Park Assist Production Models : A3 Sensor Used : Ultrasonic Sensors Developed by : Unknown System Functioning :. The system measures a parallel parking space and guides the car into the gap taking steering control, with the driver required to just accelerate or brake
    6. 6. Key events/concepts in Automotive Safety Market – 2008 <ul><li>Renewed interest in monitoring driver and driving behaviour for accident prevention </li></ul>Attention Assist System Expected Launch Year : 2009 Developed by : Mercedes System Functioning : The system warns the driver of tiredness using various sensors to analyse driving behaviour . The system creates a driver behaviour profile during normal driving and compares it in different scenarios to detect fatigue Blaupunkt “Dual View” System Expected Launch Year : 2009 Developed by : Bosch System Functioning : The system displays two different programs on a single screen with the driver and passenger able to view different images based upon the angle of viewing, with space requirements remaining the same. Integrated Project GST (Global System for Telematics) Developed by : Renault + BMW System Functioning : Renault and BMW jointly developed a rescue scenario and implemented it for the first time in vehicle prototypes, focusing specifically on inter-vehicle communication . The prototypes have interoperable telematics with open architecture for easy communication. Saab – Driver Attention Warning System Developed by : Saab System Functioning : Development project for designing a system that Detects Driver Drowsiness & Driver Inattention – Utilizes two miniature infra-red cameras , one installed at the base of the driver’s A-pillar and the other in the center of the main fascia, focused on the driver’s eyes . Announced in 2008
    7. 7. Nissan ASV-4: Using V2X communication for avoiding accidents at intersections and better traffic management V2V Communication: The Nissan ASV-4 warning system employs vehicle-to-vehicle communications to alert the driver to take defensive actions in situations where an on-coming vehicle is not yet visible, but poses a potential threat to road safety. ITS Project: The system is fed traffic data via links to traffic infrastructure (e.g. using beacons) Another on-going project employs telematics via cellular phones to improve traffic flow and reduce traffic congestion
    8. 8. <ul><li>Passive Pedestrian protection systems </li></ul><ul><li>Lane Departure Warning (LDW) </li></ul><ul><li>Tire Pressure Monitoring Systems (TPMS) </li></ul><ul><li>Blind Spot Detection (BSD) </li></ul><ul><li>EBS / ABS </li></ul><ul><li>ESP </li></ul><ul><li>Emergency Brake Assist (EBA) </li></ul><ul><li>Active Steering </li></ul>Intra-brand Crash Compatibilty <ul><li>Occupant Detection and classification </li></ul><ul><li>Anti Submarining and variable stage deployment airbag </li></ul><ul><li>Whiplash protection </li></ul><ul><li>Belt pretensioning </li></ul>Automatic Crash Notification <ul><li>Driver Drowsiness Warning </li></ul><ul><li>Integrated Lane Change Assistance /Lane keeping System. Curve speed warning </li></ul><ul><li>Integrated Chassis System </li></ul><ul><li>Active Pedestrian protection systems </li></ul><ul><li>Pre-Crash Occupant Protection </li></ul>Crash Compatibilty across Brands and Body Styles Advanced Automatic Crash Notification Driver Warning and Information Systems Vehicle Stability Systems Occupant Protection Safety Systems Partner Protection Automatic Notification System Active Safety Systems Passive Safety Systems <ul><li>ACC </li></ul><ul><li>ACC (Stop & Go) </li></ul><ul><li>Integrated Lane Change Assistance /Lane keeping System </li></ul><ul><li>Longitudinal and Lateral Collision Avoidance systems </li></ul><ul><li>Intelligent Speed </li></ul>Collision Avoidance Global Safety Systems Technology Roadmap Safety Systems Evolution 1995 - 2015 Source: Frost & Sullivan Inter-section support, Urban Driving Assistance, Rural Driving Assistance Integration of DAS Applications with MAP Data <ul><li>ABS </li></ul><ul><li>Front air bag </li></ul><ul><li>Side air bag </li></ul><ul><li>Seat belt </li></ul><ul><li>Seat belt warning </li></ul>1995 2005 2015 2025
    9. 9. Asia is the Major Contributor to the Global Safety Systems Market Revenues Attributable to Wider Installation in Japan Global Safety Systems Market – Revenue Forecast Year 2012 53.3% 53.0% 56.8% 43.2% 46.7% 47.0% Million US$ $11.6 Billion $10.9 Billion $15.8 Billion CAGR 6.6% Note: All figures are rounded. Source: Frost & Sullivan Year 2012 $38.3 Billion 54.7% 45.3% Year 2006 $26.1 Billion 51.9% 48.1%
    10. 10. Global Active Safety Systems Market – Revenue Forecast Global Active Safety Systems Market Revenues to Exceed 20 Billion USD by 2012 Global Active Safety Systems Market : Revenue Forecasts (in Million US$), 2006 and 2012 Note: ABS/ESC – Antilock Braking System / Electronic Stability Control, TPMS – Tyre Pressure Monitoring System, LDW – Lane Departure Warning, BSD – Blind Spot Detection, NVS – Night Vision System, PA – Parking Assistance, ACC – Adaptive Cruise Control Note: All figures are rounded. Source: Frost & Sullivan $21 Billion Year 2012 Year 2006 Year 2012 $12.5 Billion 71.7% 8.6% 61.3% 5.8% 10.5% 84.6% 65.0% 42.7% 5.5% 15.7% 5.7% 22.7% 2.8% Million US$ CAGR 8.9% 9.6% 1.3% 1.2% 1.1% 11.6% 7.0% 1.0% 10.0% $6.2 Billion $9 Billion $5.8 Billion 3.7% 7.3% 3.4% 5.7% 17.3% 13.1% 2.1%
    11. 11. <ul><li>Legislation driven technologies like e-call and Tyre Pressure Monitoring are expected to have a high penetration in EU </li></ul>Lane Departure Warning (LDW) 4.3% Blind Spot Detection (BSD) 6.0% Adaptive Cruise Control 8.2% Seat - Active Massage (Driver/Passenger) 8.5% EHB + Hybrid braking+ EMB /EWB 14.0% Seat - Ventilation (Driver/Passenger) 19.2% A B C Active Steering 20.0% DVD 24.0% Air Suspension 25.0% Start-stop system 30.0% Occupant Sensing Systems 33.2% DCT + AMTs 35.0% Advanced ESP 35.0% Multi-functional Switches 36.0% Pay as you drive (PAYD) 35 - 40% Turbocharger (% of gasoline) 40.0% Embedded Navigation 40.0% VVT (% of gasoline) 42.5% In-vehicle Displays 48.0% Passive Hands free 55.0% GDI (% of gasoline) 57.5% Whiplash Protection Systems 61.1% EPS -> CEPS + PEPS + REPS 70.0% Stolen Vehicle Tracking 75.0% RVD 75.0% MP3/ WMA 91.0% Standard ESP 100.0% e-call 100.0% DPF (%of diesel) 100.0% Tyre Pressure Monitoring System 100.0% 2020 Source: Frost & Sullivan Leading European Automotive Technologies A – Technologies Driven By Legislation B – Features Standard in higher segment vehicles, but optional in mid and lower segments C – Features that will only be available as option Penetration _ +
    12. 12. Agenda for Safety & DAS Overview of the Market for Safety and DAS Technologies Passive Safety Technologies – Growth Opportunities in a mature market Customer Attitudes and Perceptions towards Safety Technologies Conclusions & Recommendations Active Safety Technologies – Identifying Growth Opportunities
    13. 13. Integration of DAS with navigation and post-crash safety systems reaching introduction phase Obstacle sensors to become commodity products – CMOS presents strong growth opportunities Non-chassis suppliers making in-roads into DAS market including low-speed maneuvering Success of DAS features will be significantly influenced by quality of HMI Potential end-user demand for DAS in the aftermarket – new products entering market Key Conclusions – Active Safety Systems Active Safety Systems – The Burning Topics
    14. 14. Source: Frost & Sullivan study on European Markets for Advanced Driver Assistance Systems , 2006 2004 2010 2015 Driver Assistance System Sensors Used European Active Safety Technology Roadmap Key Dimensions – Systems, Sensors, HMI Driver Assist Systems Driver Warning and Information Systems Collision Warning (CW) Night Vision System (NVS) Lane Departure Warning (LDW) Adaptive Cruise Control (ACC) Intelligent Park Assist Blind Spot Detection Automatic Audible and Visual Push Button Visual Display Push Button Haptic Push Button Automatic braking and acceleration. Push Button Visual Display Push Button Warning Light and Audible Push Button Visual Display CMOS Radar 24 GHz > 79 GHz CMOS based Near Infrared Sensors Far Infrared Sensors Infrared Sensors (2004) CMOS Radar 76/77 (1998) Lidar Sensors (2003) 24 GHz Sensors > 79 GHz Sensors Fusion of Radar 76/77 & CMOS CMOS CMOS Infrared Sensors Radar 24 GHz > 79 GHz CMOS Sharing ACC, LDW, NVS & CW Input Options Output Options
    15. 15. Obstacle Sensing Adoption in 2010 – Radar to Dominate, However CMOS to Register Fastest Growth European Active Safety Technology Trends and Forecasts Adaptive Cruise Control 95-96 % 4-5 % 45-47 % 53-55 % Night Vision System 85-90 % 10-15 % Blind Spot Detection 85-87 % 13-15 % Lane Departure Warning
    16. 16. Growing Interest from OEMs in Low Speed Driving Assistance Applications Rear 2005 2010 2015 Side Front Standalone Ultrasonic Park Assist Intelligent Park Assist Parallel Parking / side protection Rear Perpendicular Parking Front Perpendicular Parking / Side View Forward / Garage Parking System Standalone Ultrasonic Park Assist 360 o Monitoring Low Speed Parking and Driving Assistance Systems
    17. 17. Valeo is a clear leader in the Intelligent Park Assist Market and will supply to 16 models by 2010 Slot Length: In relation to the length of the car Valeo: 1.08 Aisin:1.3 Hella:1.1 TRW:1.2 Minimum time to park Valeo:42 sec Aisin :74 sec NA unnamed European vehicle in 2009 NA unnamed European vehicle in 2009 650 € <ul><li>Present: Volkswagen 5 Models </li></ul><ul><li>Future :16 Models by 2010 Current Penetration:15% </li></ul>NA No Production Customers So far <ul><li>2600 € pack that includes satellite navigation and Bluetooth connectivity </li></ul><ul><li>Toyota Prius T Spirit </li></ul><ul><li>Toyota Lexus </li></ul><ul><li>Current Penetration: 40% in Lexus </li></ul>Cost Customers Supplier
    18. 18. Supplier Market Share for ACC Stop & go, 2014 <ul><li>Beyond 2010,the market will witness the entry of new suppliers like TRW , Delphi* , Hella with stop & go capabilities ‘ </li></ul><ul><li>Bosch is expected to be the market leader with almost 50% of the market share supplying to higher end and high medium models within BMW and Audi </li></ul><ul><li>Suppliers like TRW , Delphi . are expected to cater to Volkswagen , Jaguar, General motors models respectively </li></ul>Supplier Market Share for ACC Stop & go, 2008 <ul><li>Bosch leads the way in ACC Stop & go market with more than 80% of the market share </li></ul><ul><li>Bosch supplies to BMW , and Audi models </li></ul><ul><li>Continental is a follower in the market with 17.8 % of the market share </li></ul><ul><li>Continental supplies ACC Stop & go systems to Mercedes models </li></ul>The market for ACC stop & go to witness entry of new suppliers to cater to high end cars within volume manufacturers * Delphi sensor developed with Fujitsu 10
    19. 19. Vehicle to vehicle communication Vehicle to Infrastructure communication Lane Change Assistance Side Assist Lane Departure Warning Collision Warning Rear collision warning and mitigation Extended Collision Warning Extended rear Collision Warning and blind-spot Communication & sensor based Sensor based Challenges 1.Scalable and reliable communication system 2.Secutity issues 3.Availability (coverage area) 4.Certain market penetration necessary for availability 5.Needs cross industry synergy and government support for deployment Source: Frost & Sullivan Car- Car and Car –Infrastructure communication is the next big thing for vehicle technology with extensive benefits to all stake holders
    20. 20. OEM Preferences for HMI – Comfort, High Localisation and Multi-modality for Premium vs Cost for Volume Factors Influencing Design of HMI Volkswagen Audi Toyota Nissan Renault Citroen Peugeot Opel/Vauxhall Ford Fiat Mercedes Benz BMW Multi-modality Level of Localisation Cost Preference Comfort Preference Safety Preference Vehicle Manufacturer Low High
    21. 21. ACC Digital Map data key for Many ADAS Applications Lane Departure Warning Fuel Economy Adaptive Front Lighting Curve Warning Electronic Stability Control Bosch, BMW Aisin, Toyota Visteon ( Ford) Navimatic Transmission Aisin, Toyota Valeo, PSA Continental, Mercedes Benz Aisin, Toyota Host of ADAS Applications where Digital Map Data is a Key Component for Enhanced Accuracy and Results European Active Safety Market Growth Areas Vehicle speed sensor Steering angle sensor Vehicle height sensor Digital Map Data GPS Sensor Sensor Fusion Adaptive Front Lighting Systems Example of digital map acting as a sensor <ul><li>Curve Warning & Driving Stability Improvement System </li></ul><ul><li>Toyota jointly developed with Aisin and currently available in Europe on select Toyota models </li></ul><ul><li>System uses digital map data to sense curvature radius </li></ul><ul><li>Suspension damping forces gets optimum control in line with the curvature radius </li></ul>
    22. 22. Map based applications Fuel Economy and Emissions Short term 2006  2012 Long term 2016  2020 Medium term 2012  2015 Map enabled ADAS systems <ul><li>Speed Limit </li></ul><ul><li>Stop Light/Sign </li></ul><ul><li>Sharp Curve </li></ul><ul><li>Predictive Cruise Control </li></ul><ul><li>ACC </li></ul><ul><li>No Passing Zone </li></ul><ul><li>Overtaking Zone </li></ul><ul><li>Hybrid Power Management </li></ul><ul><li>Predictive Shift Transmission </li></ul><ul><li>Lane Merge </li></ul><ul><li>Pedestrian Crossing </li></ul><ul><li>Adaptive Front Lightning </li></ul><ul><li>Collision avoidance </li></ul><ul><li>BSD </li></ul><ul><li>LDW </li></ul><ul><li>LCA </li></ul><ul><li>ACC stop & go </li></ul>ADAS and Telematics Integration Inaccurate map data information and defining, standardizing information exchange interface remains a major challenge
    23. 23. AM/FM radio Digital satellite radio Wireless LAN Satellite data Infrared Cellular Local Area communication Coverage and availability Good availability Affordable , Good bandwidth Global availability Affordable and good bandwidth Availability and coverage One way communication One way communication Accident hot spot coverage High cost low speed Line of sight communication High cost and low speed Wide Area communication Bluetooth No license , affordable Limited capacity Technology Trends Infrared No license , affordable Line of sight communication Near end communication Source: Frost & Sullivan High Interest / Involvement Low Interest / Involvement Wireless LAN combines the advantage of affordability and bandwidth for vehicle communication requirement Advantage Shortcomings Trend
    24. 24. E-Call Implementation Pushed Ahead by a Year – Market Still in its Nascent Stages <ul><li>Currently very few services operating in the European market – BMW Assist, Volvo on Call, Fiat Blue & Me Nav and some Opel models with the On star functionality </li></ul><ul><li>Member states have been asked to develop the necessary PSAP infrastructures for the smooth operation of E112 (Automotive & Telecom industry) – Germany signs the MOU for E Call only in June 2007 </li></ul><ul><li>The smooth implementation of E call is expected to boost applications like b call, RVD which share the same hardware platform </li></ul>30-35% Realistic E Call Market Forecast - Conservative Vs Optimistic Scenario € 1.84 billion market in 2015!
    25. 25. OEMs Need to educate Consumers of Benefits of Haptic Feedback A udio ideo aptic V H Blind Spot Detection Park Assist System ACC LDW V H A H A V A V H A V H A V H H H A H H H Drowsiness Detection Visual: Above Rear View Mirror, A-Pillar Haptic: Steering Wheel, Seats Haptic: Centre Stack, Steering Wheel Haptic: Steering Wheel, Seats Haptic: Centre Stack, Steering Wheel Visual: Rear View Mirror, Central Display Haptic: Centre Stack, Steering Wheel Visual: Instrument Cluster, Central Display Haptic: Steering Wheel Visual: Instrument Cluster, Central Display Haptic: Steering Wheel Haptic: Centre Stack, Steering Wheel Haptic: Centre Stack Visual: Instrument Cluster, Central Display Haptic: Steering Wheel Input Preferred Location Preferred Location Output Systems Example of HMI Preferences
    26. 26. Chassis Suppliers currently dominating Safety market – Expect non-Chassis Suppliers to Impact DAS market Harman Becker Bosch Continental/S VDO Delphi Denso Hella Supplier ADAS Chassis Power train Comfort Sensor Fusion Legend: Low High Source: Frost & Sullivan TRW Valeo Visteon
    27. 27. Suppliers using 4 key methods to overcome barriers to market entry for Active Safety New Technology companies use partnership with Tier-1 suppliers to find their way to VMs Joint ventures with non-automotive companies for technology capabilities Co-development of Tier-1 / Tier-2 suppliers with Vehicle Manufacturers Non-electronic suppliers expanding product portfolio to include Active safety + + +
    28. 28. Purchase Intention of Accessories in Aftermarket – Anti-collision systems are most preferred accessory Anti-collision systems, blind spot detection, and tire pressure monitoring systems are the most preferred, while tuning handles and drive tones are the least desirable Head-up Display System Radar and Dangerous Area Evaluation Parking Distance Evaluation Blind Spot Detection Anti-collision warning Tyre Pressure Monitoring System Note – Based on sample of 485 respondents across UK, France, Spain, Benelux evaluating 36 aftermarket accessories, Q1 2006
    29. 29. Case Study - TomTom GO was launched in a market dominated by complex, expensive, built-in car navigation systems. TomTom GO managed to position itself not just as another technical product, but as an easy, smart and accessible consumer solution, moving to take a 56% market share Significant Aftermarket Potential for DAS – No “Breakthrough” Product Thus Far Source: TomTom Tomorrow for DAS DIY / Aftermarket Installed Warning / Information Systems Want / Incentivised by insurance Indispensable for safe driving Source: Frost & Sullivan HUD TPMS Park Assist LDW Systems Already in Market
    30. 30. Agenda for Safety & DAS Overview of the Market for Safety and DAS Technologies Active Safety Technologies – Identifying Growth Opportunities Customer Attitudes and Perceptions towards Safety Technologies Conclusions & Recommendations
    31. 31. List of Clients who invested in this VOC Multi-Client Study on Safety <ul><li>Frost & Sullivan developed this study to enable manufacturers and suppliers to better understand the expectation of customers, their desirability for safety and willingness to pay. </li></ul><ul><li>The quality of the methodology is emphasised by 6 OEMs and 4 Tier 1 suppliers sponsoring the study. </li></ul><ul><li>List of clients for this study - </li></ul>
    32. 32. Q.10 How important are the following to you when you consider a package of safety features for your vehicle? Across Europe, ‘traditional’ occupant protection and braking technologies are preferred over newer active technologies. Voice of Customer Study on Safety – Europe Source : Information from Consumer research study done with 1,635 respondents
    33. 33. Features That Aid Driver Vision Q.12e If you are making a decision to buy a new car, which safety features would you include?
    34. 34. Relative Importance of Safety Attributes – EUROPE Don’t Want It Nice to Have Likely Purchase as an Option Will Purchase Vehicle if Standard Will Not Buy Vehicle if Absent Providing protection to passengers in a collision, and the enhancement of braking, are the attributes most expected to be standard . Vehicles with these features will be considered for purchase. * These are based on the mean scores of the importance ratings for each attribute. On average, speed correction, keeping distance, and summoning for emergency assistance (SOS) after a collision, are the attributes most considered for purchase as an option , and least expected to be standard. Correct Speed Enhance Braking Warn of Risks Keep Distance Aid Driver Vision Protect : Collision SOS : Collision
    35. 35. Key Conclusions – Safety Technologies <ul><li>The concept of “active safety” was new to respondents - 42% not sure if they will trust technology to make decisions for them </li></ul><ul><li>Drivers like to retain control over vehicle during emergencies </li></ul><ul><li>Ability to over-ride automatic functioning of the vehicle during emergency situations critical functionality in all active safety systems </li></ul><ul><li>Customers are willing to pay around the “pricing sweet-spot” of 250 to 500 Euros for ADAS systems </li></ul><ul><li>Active safety features priced around the “sweet spot” likely to have higher uptake rates! </li></ul><ul><li>European consumers attribute higher importance to seat belts, front & side airbags, ABS and emergency brake assist for vehicle safety </li></ul><ul><li>‘ Traditional’ occupant protection and braking technologies in higher demand over newer technologies such as Speed warnings, LDW and ACC at present </li></ul><ul><li>ADAS need more aggressive marketing </li></ul><ul><li>General feeling amongst respondents of having sufficient safety features - respondents open to having additional safety features, and majority think it is acceptable to have to pay extra for enhanced safety </li></ul><ul><li>Introduction of active safety features in mid-segment vehicles to drive penetration and hence growth in revenues – demands aggressive pricing by suppliers </li></ul><ul><li>Consumers showing greater preference for systems that “warn drivers of risk” and “improve driver vision” than systems that “maintain safe distance between vehicles” </li></ul><ul><li>Consumers see higher utility in features such as LDW, BSD and NVS, than ACC! </li></ul>CONSUMER RESEARCH FINDINGS (EU) MARKET IMPLICATIONS Source : Information from Consumer research study done with 1,635 respondents
    36. 36. Agenda for Safety & DAS Overview of the Market for Safety and DAS Technologies Active Safety Technologies – Identifying Growth Opportunities Customer Attitudes and Perceptions towards Safety Technologies Conclusions & Recommendations
    37. 37. Pricing remains a key barrier preventing the wider uptake of many DAS features. Requires brave decisions. Upgrading parking sensors to Automatic Parking units offers significant growth opportunities to suppliers Success of DAS features will be significantly influenced by quality of HMI Threat of new dimension to competition – Non-Chassis suppliers and aftermarket potential for DAS! BSD and LDW features present stronger market growth opportunities than ACC Consumers in Europe willing to pay for active safety systems, however not ready for autonomous driving – yet!! Key Conclusions – Global Safety Market

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