Having a car with ‘all the bells and whistles’ used to mean having power steering and AC. Now, auto add-ons have taken on a whole new life, as advanced driver assistance systems (ADAS) have taken the auto industry by storm.

Markets like the Global Automotive Voice Recognition Market and Global Automotive Heads-Up Display Marketare booming, with respective CAGRs of 10.59 and 44.13 percent from 2013-2018. These systems do everything, from allowing a driver to give their vehicle voice commands to displaying pertinent driving information on the windscreen, and they are seeing more and more adoption.

But as useful and as innovative as these systems are, there are still some major barriers impacting their mass acceptance among auto consumers and manufacturers.

ADAS: Safety Feature or Harbinger of Distracted Driving?

While a lot of ADAS systems are promoted as safety features, there is also concern that they may be culprits of distracted driving. The safety features of automotive voice recognition, for example, are not foolproof. The advanced user interface spurs manufacturers to add functions like texting and composing emails on the move using the speech-to-text feature. Such activities result in the driver spending a significant amount of time and focus on the activity, rather than on the road.

Reluctance to Adapt

Consumers tend to be understandably wary when it comes to trying out new technology in their vehicles. Though the use of voice recognition and heads up displays has grown in many industries and has been incorporated in most smartphones, increasing popularity of this system in cars remains a significant challenge.

Advanced Systems Don’t Come Cheap

The implementation of these systems in limited high-priced automobiles reduces the production volume of vendors and hence the market growth. Thus, OEMs and suppliers need to focus on reducing their product cost. For instance, the cost of heads-up display solutions can be reduced through increasing production efficiency and developing low-cost heads-up display devices.

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