USA ADAS Forecast

Some early Advanced Driver Assistance Systems (ADAS) were introduced during the 1990s. Despite being in the market for over two decades, ADAS has witnessed sluggish growth and still lacks significant market penetration. Some of the reasons can be attributed to the high sensor cost as well as OEMs being cautious about promoting benefits of such safety systems. In the USA, there is currently a mandate for fitment of just rearview cameras on all new vehicles from May 2018. However, the ADAS market is still primarily consumer driven. The Insurance Institute for Highway Safety (IIHS) has been involved in researching the potential safety benefits of such systems but it is still uncertain how this will impact ADAS market penetration. SBD has therefore prepared this report to understand at a regional level (USA) the differences in penetration for various types of ADAS and the technologies supporting these features. This report provides a deeper understanding by estimating the technology and feature penetrations at an OEM level.

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