AUTOMOTIVE ADAS MARKET IN US

1. Rear view camera is present across all vehicles; Forward collision warning and rear collision alert are the other most common features offered across OEMs in USA.
2. Among the ADAS features focused on the front of the vehicle; adaptive cruise control has a 45% deployment rate followed by road traffic sign recognition.
3. Adaptive cruise control utilises either a camera, or long-distance radar or a combination of both while road traffic sign recognition is based off camera imaging.
4. Among the ADAS features focused on the rear of the vehicle; rear collision alert has maximum deployment followed by blind spot monitoring
5. The largest growth possibility in USA for ADAS features from 2021-2026 will be Park Assistance (both perpendicular and parallel) and 360 Camera
6. Though the deployment rate is high right now, the focus on improving the technology is very high right now as there is a race to reach autonomous driving
7. Camera imaging, Lidar, infrared sensors will be the hardware to be utilised while software will be focused on integrating the information for precise modelling and to supply commands to the driving unit for quick action
8. Increasing deployment of 5G modules in cars will also improve ADAS technology and overall race to autonomous driving as information sharing will be faster, updates will be faster, and vehicles will be able to connect with each other
9. Tesla’s autopilot is the industry’s prominent name; it doesn’t use Lidar which is the sensor technology other OEMs are basing the future on. Autopilot uses utilises Machine Learning to develop a constant improvement model
10. Other popular ADAS handles in USA are Ford’s CoPilot 360, Honda Sensing, and Nissan’s ProPilot
11. Honda’s release of Legend with Level 3 autonomy in Japan will cause a ripple effect in the American market, though regulation differences will be a key differentiator
12. There is an increasing attempt to develop and combine cameras for easier usage and to decrease overall cameras used.
13. All the surrounding areas of the vehicle inclusive of the under belly is being incorporated in camera and imaging technology to increase driver ease mainly while parking and manoeuvring in difficult situations
14. The usage of AI in ADAS is also increasing across vehicles. This will offer improved features without necessarily changing the hardware through OTA.
15. The focus area of hardware suppliers also includes chip improvement by decreasing pathways needed to reach a decision with all the information supplied. This will ensure faster decisions across the board.
16. The attempt to combine control modules is also very prevalent in USA such as integrating micro controllers, hardware accelerators, digital signal processors etc. into a single device.
17. Premium OEMs will try to implement self-driving capabilities as soon as they develop them to increase brand and market value