US ADAS MARKET

US is the biggest market ADAS implementation with the highest penetration globally and also the highest fitment value per vehicle. The best-selling OEMs i.e Ford, Toyota, Honda, Nissan etc. have implemented a suite of features which depending on the model is available as a feature (standard/optional).

US ADAS MARKET TRENDS

In USA, legislation has made rearview cameras compulsory. Upcoming technology that is seeing an increase in demand is blindspot monitoring, adaptive cruise control, and automatic parking.

SOFTWARE DEFINED VEHICLE

For ADAS the hardware development goes hand in hand with software development. Tesla showcased that vehicles can be developed without necessarily changing hardware by over the air updates which other OEMs are catching on. The hardware suppliers have set up their own software solutions and/or teamed up with software providers to develop effective solutions.

INTERIORS

In terms of ADAS and interiors, driver fatigue alert, seat alert when a vehicle is present in a blind spot, 360 camera, etc. There will be upcoming features such as cameras which showcase what’s under the vehicle and in areas not generally visible.

ELECTRIFICATION

ADAS comes along with a set of wiring, semiconductors, ECUs, etc. When the OEMs focus on electrification they’ll be able to integrate the features in an easier setup. Multiple American OEMs have announced electric vehicles in their lineups over the next 3-4 years and have also announced platforms to develop electric vehicles.

US ADAS MARKET SIZE AND FORECAST

ADAS relies on collecting data and processing it to be effective and to also improve. Data collected includes driving patterns, external vehicle information such as number plates around a vehicle, routes taken by a vehicle, etc. Due to the sensitive nature of information, legislation is pondering on issues such as data retained and data sold by integrators and OEMs to third parties.

US ADAS market size estimated at $7.3  Billion in 2020 growing at 10% CAGR till 2025.

ADAS & AUTONOMOUS

ADAS is the stepping stone for autonomous. Right now L2++ is the highest level of autonomous driving present in USA. Tesla’s autopilot is the leading software for autonomous right now available for usage. OEMs, software firms and component suppliers have set up research centers and R&D funds for autonomous vehicles.

USER EXPERIENCE

Using various parameters around the vehicle such as weather, road conditions, safety, etc various features such as automatic emergency braking, lane departure warning are developed which enhances user experience. Climate control of air conditioning, infotainment system are also part of this user experience.

THE COMPLEXITY AND LAYERED LANDSCAPE OF CYBER SECURITY

ADAS comes with a lot of features that are based on the internet such as in-car mapping, live weather conditions along the route, charging points for electric vehicles, etc.

Due to the nature of information present in a car, control of driving to a certain extent present in a car, personal information due to apple car play, android auto etc. cyber security is very important as external sources may gather this sensitive information causing data leakage and can also control the vehicle which may result in catastrophic ends.

ADAS has seen growth in USA for the past 3-4 years. The upcoming features will be enhancing the pre-existing conditions and getting a leap on to level 3.

KEY PLAYERS

• Bosch 
• Continental 
• Valeo 
• Mobileye 
• ZF 
• Denso 
• Veoneer
• Autoliv
• NXP
• Hyundai Mobis
• Magna
• NVIDIA
• Hella
• Infineon AG