The top three OEMs in ABI Research’s first competitive analysis study of the car OEM ADAS market are Mercedes-Benz, Volvo, and BMW. Although all three OEMs are at the forefront of developing new innovative ADAS technologies, Mercedes-Benz and Volvo also lead in the adoption of these technologies in their vehicles. In terms of market penetration, Volvo was judged to have the highest adoption rate of ADAS systems in its production vehicles closely followed by Mercedes-Benz with Toyota Lexus in third place.
The OEM market can be sub-divided into two categories:
• The technology pioneers: luxury brands such as Audi, BMW, Mercedes-Benz, Toyota Lexus, and Volvo who see sophisticated ADAS features not only as important safety features in their cars, but also as marketing tools which enhance their brand image thus enabling them to sell more cars.
• The demand-led players: mass-market OEMs such as Ford, General Motors, and Volkswagen who seek to offer affordable ADAS solutions, providing there is sufficient consumer demand, or as a result of other factors such as new regulatory requirements.
Mercedes-Benz ranks first in ABI Research’s “Innovation” category and second in the “Implementation” category. In addition to having the highest penetration of ADAS systems in its vehicles, Volvo also ranks first in the “Implementation” category due mainly to the high availability of ADAS systems across its model/trim range, and the relatively high fitment of ADAS systems as standard equipment in its vehicles.
The leaders in the “Innovation” category were the three German luxury brands, Mercedes-Benz, BMW, and Audi. In addition to offering key ADAS systems such as front collision avoidance and lane changing systems, these three players also offer innovative and sophisticated ADAS technologies such as night vision, automatic park assist, and semi-autonomous driving systems.