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US is world`s biggest passenger car market in terms of value, estimated at $630 Billion in 2019. As average transaction prices per car in US was ~ $38,000 in 2019, it was ~40% higher than Europe, 75% higher than China and ~280% higher than India.
There are 285 passenger car models on sale in US as of June 2020. Camera based ADAS is offered at least as an option on 170+ models
As U.S. is among world`s biggest ADAS Market, various features supported by Camera are offered on top-selling vehicles
To know more about Global Automotive Camera Market, read our report
As Coronavirus rattles auto markets worldwide, US is no exception to that. Although, May sales inched close to a million units, they are still far away from ~1.4-1.5 million units seen per month earlier.
Many Car manufacturers introduced lucrative schemes in March-May 2020 to arrest the slump. For example, the Detroit 3 offered unprecedented 0%, 84 Month lease options which worked very well to uplift consumer buying sentiment. Hyundai went a notch higher and was among the first brands to introduce 0% financing for 84 months, deferred payments for 4 Months and a job-loss insurance to cover up to six payments.
Depressed fleet sales were a significant contributor to lower overall volume in May 2020, which is expected to recover gradually in the latter half of 2020.the retirement age buyers most vulnerable to the Corona virus are yet to return to the market.
We believe, the US auto sales will come back to 17 Million (Pre-Corona virus) level only by 2022-23.
US Automotive camera market will be driven by growing ADAS fitment on American cars and light trucks, a trend that started in early 2010s and has continued to grow even till now.
Japanese OEMs like Toyota and Honda have been at the forefront of ADAS especially camera based ADAS.
The US Automotive camera market is estimated at $XX Million in 2020, growing at –% CAGR till 2025.
The capabilities of automotive camera modules are rapidly developing to encompass not just image presentation, but also detection of white lanes and pedestrians, driver monitoring, superimposition of guidelines and warning indicators, and person and vehicle recognition. To keep developing camera functions we have to improve these numbers even more.
In order to aid drivers and enhance the driving experience, video systems and camera link technologies are being used in a growing number of applications in automobiles. Surround-view systems (SVS) with four or more cameras provide a 360° perspective of the vehicle, replacing traditional rear-view camera (RVC) systems with a single camera.
Drive recorders, blind spot monitoring, night vision, road sign recognition, lane departure monitors, adaptive cruise control, emergency braking, and low-speed collision avoidance systems are all features that help relieve the driver’s workload.
Cameras are also being developed to enhance the driving experience for applications like as driver vital sign monitoring, occupant detection, and gesture recognition for human machine interface (HMI). Automotive manufacturers can even rethink the vehicle profile by replacing standard elements like wing mirrors due to advancements in camera systems.
The architecture of the vehicle in question can have a number of implications for the camera link technology chosen. Cable lengths in ordinary vehicles can commonly exceed several meters, and cable lengths are rising as consumers shift to larger, sport utility vehicles.
Some vehicle architectures have extra features that can create new cable length difficulties, such as trailer reverse assistance, which helps trailers reverse and maneuver. Camera systems on commercial vehicles stretch cables to their maximum length, posing another architectural difficulty. Most camera link technologies can handle any of these vehicle architectures and capabilities, although to enable lengthy cable lengths, some may require additional modules such as repeaters or transmitters.
The automotive industry’s technical advancements are seeing a shift from vehicle performance and efficiency to vehicle safety and convenience. Driver assistance systems like as lane departure warning (LDW), lane keep assist (LKA), rear park assist, and blind-spot recognition are in high demand as consumer awareness and government obligations connected to active safety develop (BSD).
As a result, the growing use of camera-based applications in automobiles is expected to raise demand for automotive cameras.
In the United States, ZF, the world’s top provider of automotive cameras, has launched its S-Cam4.8 with enhanced vision technology from Mobileye, an Intel Company is now available on the new Nissan Rogue.
ZF’s Electronics and ADAS division, the S-Cam 4.8 will allow ZF customers to further refine systems such as Automatic Emergency Braking for pedestrians and cyclists while also providing best-in-class lane keeping system performance.
It will also open up the possibility of new semi-automated driving convenience services such as Highway Driving and Traffic Jam Assist, and ZF can supply these technologies throughout the entire light vehicle range. ZF and its long-term partner Mobileye create, develop, and supply innovative camera systems based on Mobileye’s EyeQ4 processor for a variety of applications.
There are more than 15 ADAS camera manufacturers supplying to various platforms in the US automotive camera market. Earlier, the suppliers were banking on the growth in Semi-autonomous technology for cars and more investments in fully autonomous prototypes but now as car manufactures hold on to cash and shelve expensive projects, that opportunity will not be accessible at least till 2024-25.
We expect reduction in average B-2-B prices for ADAS camera( both Mono and Stereo) as the market becomes more price sensitive and highly dependent on ADAS fitment in passenger cars.
