ADAS Migrating Beyond Luxury Brands

November 5, 2013

According to ABI Research, an increasing number of Advanced Driver Assistance Systems are gradually becoming standard equipment in new cars, and more are being offered as options.

LONDON /BUSINESS WIRE/ -- ABI Research forecasts that the global market for Driver Monitoring Systems (DMS) will reach 64.8 million units by the end of 2020, with the majority of shipments being accounted for in vehicles sold in the Asia-Pacific region.

DMS were first introduced as far back as 2006, when Toyota launched its innovative Driver Attention Monitor system. Toyota's system functions by directly monitoring the driver's face, using a discrete in-dash camera and was initially offered as an option in the company's luxury Lexus models. Other OEMs soon followed suit and announced their own DMS systems, which were typically based on monitoring the vehicle rather than the driver's face.

"DMS systems such as Mercedes-Benz's Attention Assist and Volvo and Volkswagen's Driver Alert systems were the first Advanced Driver Assistance Systems (ADAS) to be offered as standard equipment by OEMs, albeit only in a small selection of models," comments Gareth Owen, Principal Analyst at ABI Research.

Today an increasing number of ADAS systems are gradually becoming standard equipment in new cars, particularly in some European and Japanese brands, such as Volvo, Mercedes-Benz, Nissan Infiniti, Lexus, and Mazda, and more are being offered as options. While some of the big U.S. brands offer ADAS features in their European models, they typically do not offer the same features in their U.S. models, although this is beginning to change. Ford is a good example of this, with its Ford Focus model.

"Another very observable trend in 2013 is that ADAS features are migrating from the luxury brands into B, C, and even A segment cars. Typically, the focus here is on offering ADAS systems, mostly as options designed specifically for low-speed urban driving," adds Owen.

Prices are decreasing too. For example, the European Ford Focus offers an emergency braking system plus lane-departure warning and lane-keep assist, driver alert, and blind spot monitoring as an optional package for $880 in the UK. Meanwhile, Volkswagen offers its City Emergency Braking System for $360–$648, depending on the model, on its budget A segment Up! car. This uses a laser sensor to detect the risk of an imminent collision and is active at speeds under 18 mph.

These findings are part of ABI Research's Intelligent Transportation Systems Research Service and includes detailed installed base and forecasts of ADAS systems by regions.

About ABI
ABI Research provides in-depth analysis and quantitative forecasting of trends in global connectivity and other emerging technologies. From offices in North America, Europe and Asia, ABI Research's worldwide team of experts advises thousands of decision makers through 70+ research and advisory services. Est. 1990. For more information, call 516-624-2500.

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