This document discusses original equipment manufacturer (OEM) strategies for driver monitoring systems in Europe. It finds that behavior-based systems using sensors like steering angle sensors will remain strong until 2021, despite the advanced functionality of inward-facing camera-based systems. The top five OEMs in Europe will lead the adoption of driver monitoring systems in passenger vehicles. A few German luxury brands are pioneering stereo-camera based driver monitoring systems before 2020, while another major German OEM is pursuing a lower-cost mono-camera solution post-2020.

1. Original Equipment Manufacturer (OEM) Strategies for
Driver Monitoring Systems in Europe
Behavior-Based Systems to Remain Strong Until 2021 Despite Advanced Functionality of
Inward-Facing Camera-Based Systems
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2015

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Contents
Section Slide Number
Executive Summary 3
Research Scope 9
Key Definitions and Market Overview 13
Drivers and Restraints 21
Forecasts and Trends 27
Architectural Overview of Major OEMs with ADAS Strategies 33
Other OEM Strategies with DMS-Outlines 47
Major Supplier Base—DMS Roadmap and Key OEM Partnerships 50
Conclusion and Key Findings 58
Appendix 62

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Return to contents
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Executive Summary

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Driver Monitoring
(Driver drowsiness detection, distraction detection,
mood detection, and driver-health detection)
Vision-based
(3D camera, infrared
stereo and mono
camera)
Behavior-based
(Pressure transducers,
steering angle sensors,
and capacitive sensor)
Driver Assistance System
Monitors vehicle surroundings and driver to detect potentially
dangerous situations at an early stage
System Classification and Definition
Collision Avoidance Collision Mitigation
Adaptive Cruise Control
(ACC) with Stop and Go
coupled with Autonomous
Emergency Braking
(AEBS)
Emergency Steer
Assist
DMS Market: System Classification, Europe, 2014
Driver monitoring systems analyze driver behavior and detect tendency towards micro-sleep and then
issue appropriate warnings to alert the driver and help bring the driver’s attention back to the road ahead,
thereby striving to reduce drowsiness-related crashes.
Source: Frost & Sullivan

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As of 2014, Driver Monitoring Systems (DMS) can perform up to three functions with minimal
additions of hardware and software, whereas the inclusion of additional dedicated hardware,
(such as cameras) will be profitable only if four or more functions are deployed.
The top five Original Equipment Manufacturers (OEMs) in Europe will lead the way in the
volume of passenger vehicles enabled with driver monitoring systems.
Driver behavior is computed using data captured by steering angle sensors, sensors on the
steering wheel, or mono cameras that are controlled by stand-alone Electronic Control Units
(ECUs) or a steering ECU.
Technology
and
Architecture
Three German Luxury OEMs are forerunners in the introduction of stereo-camera-based
DMS before 2020 in Europe. However, another key German OEM is working to achieve a
cost-effective solution with mono-camera-based systems post 2020.
Market
Outlook
Functions
Volumes
Only a few suppliers in the market possess a strong DMS portfolio. Key Tier-I suppliers are
working together with OEMs and Tier-II providers towards developing a range of both vision-
and behavior-based sensors.
Supplier
Base
Source: Frost & Sullivan
Driver Monitoring Systems—Implications
Most OEMs want to maximize the number of functions that can be performed using inexpensive sensors
before adopting inward-facing cameras for driver-focused functions.
DMS Market: System Implications, Europe, 2014–2021

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Comparative Analysis—Key OEMs’ Strategies with Vision-based DMS
FEATURES AUDI BMW FORD MERCEDES-BENZ VOLKSWAGEN
Drowsiness
Detection     
Health
Monitoring     
Gesture
Recognition     
Driver
Identification     
Mood Detection     
Eye Tracking     
Note: The rating was computed based on both OEM interest in technology or function and their inclination to implement the same. Source: Frost & Sullivan
DMS Market: Comparative Analysis of Key OEM Strategies with Vision-Based Systems, Europe, 2014–
2021
German luxury vehicle manufacturers are leaders in the design and conceptualization of vision-based DMS
innovations and concepts.
• Major OEMs in Europe are using steering angle sensors in their vehicle lines to enable driver monitoring functions.
• BMW, Mercedes-Benz, and Volkswagen already have sensors on the steering wheel; Audi and Ford expected to follow suit in
the near future.
Existing Setup  Not Expected

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Market Competitors—Key Success Factors
Technology
Function
Future Direction
Camera-based solutions are the way
forward for all three competitors;
however, Bosch is keen on holding on
to steering-angle-sensor-based
solutions until every major OEM
launches automated driving.
Functions
Three to four features such as
drowsiness detection, distraction
detection, and hands-on-wheel
detection are available. In addition to
these functions, advanced features
such as mood detection and driver
health monitoring are expected to be
implemented into DMS-enabled
vehicles by the end of the decade.
Competitive Activity
Most competitors believe that the
market still has tremendous potential,
as a large number of vehicle platforms
are yet to embrace DMS technology on
a large scale for either manual or
automated driving modes.
Denso
Continental
Bosch
DMS Sensor Market: Technology vs. Functions, Europe, 2014
Source: Frost & Sullivan
There is need to develop a multi-functional, infrared stereo-camera-based solution that gauges the driver
status for safety and communication purposes.
Other
Suppliers
: Key Competitors

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Driver identification, hands-on-steering detection, gesture recognition, and most importantly
drowsiness detection are few of the major DMS functions available. To add to the existing
features within DMS, suppliers are trying to bring in advanced features such as mood detection
and driver health monitoring.
To facilitate driver monitoring functions (other than the few basic features available), additional
hardware such as a stereo or mono camera (either road-facing with lane-assist functionalities or
driver-facing) and sensors on the steering wheel along with other devices and sensors would
become a necessity.
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3
4
Source: Frost & Sullivan
Summary of Technological Trends
OEMs have specific system architectural preferences for DMS; it can be integrated with the
steering ECU or have an ECU of its own. Traditional steering angle sensors can be integrated
with steering ECUs, while sensors on the steering wheel and cameras still require a stand-alone
ECU.
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OEMs can choose between mono cameras and stereo cameras. Stereo cameras can harbor
more functions related to driver gestures and eye monitoring, but the downside is their high
costs.