Mercedes-Benz Tops ABI Research’s 2014 ADAS Competitive Assessment Study, Followed by Volvo and BMW

14 Jan 2014

Mercedes-Benz achieved top ranking in ABI Research’s Competitive Assessment of the Advanced Driver Assistance (ADAS) market, with Volvo and BMW occupying second and third places respectively. Mercedes-Benz and Volvo also lead in the adoption of these technologies in their vehicles.

The survey assessed a number of car OEMs offering ADAS systems in their vehicles based on a number of “Implementation” and “Innovation” criteria. Volvo ranks first in the “Implementation” category due mainly to the relatively high fitment of ADAS systems as standard equipment in its vehicles and the high availability of other ADAS systems as options across its model/trim range. Mercedes and Audi occupied the second and third positions in the “Implementation” category.

The leaders in the “Innovation” category were the three German luxury brands: Mercedes-Benz, BMW, and Audi, with Mercedes scoring highest as it offers the most comprehensive range of ADAS systems. All three OEMs; however, offer advanced systems such as night vision, automatic park assist and semi-autonomous driving systems in addition to core ADAS systems such as front collision avoidance and lane changing systems.

“While luxury brands such as BMW or Mercedes-Benz see sophisticated ADAS features as marketing tools which enhance their “safety-conscious” brand image, the strategy of mass-market OEMs such as Ford or Volkswagen has been to offer ADAS solutions only if there is sufficient consumer demand for them and providing the technology is affordable,” comments Gareth Owen, principal analyst at ABI Research. As a result, the penetration of ADAS systems in mass-market cars is very low; however, this is beginning to change.

During 2013, there has been a steady increase in the number of mass-market OEMs offering ADAS systems in their cars with key systems, such as front collision avoidance, beginning to be offered as standard on selected models and trim variants in advance of new and more stringent safety requirements.

“We expect this trend to accelerate significantly during the next five years,” adds Owen. “The decision by car safety ratings agencies to include ADAS in their ratings reflects a growing awareness of the potential, and car OEMs will now be challenged to raise the availability of ADAS systems as standard equipment in their new car models”

These findings are part of ABI Research’s Intelligent Transportation Systems Research Service which includes detailed installed base and forecasts of ADAS systems by regions.

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