Adaptive Cruise Control

Pedestrian Detection

Self Parking

Front & Rear Object Detection

Rear Cross-Traffic & Blindspot Alert

Head-Up Display

Collision Warning and Mitigation

Front, Rear & 360° Cameras Driver-Alert

System

Lane Aids

Model-Years 2014-2018 n Safety and ADAS Technology Trendsn Automaker Market Strategies/Ratingsn 2025 Market-Penetration Forecastn Industry Survey: ADAS to Autonomy

U.S. ADAS & Safety Equipment TRENDS

2018 ADAS STRATEGIES REPORT

2018 ADVANCED DRIVER-ASSISTANCE SYSTEMS REPORT / WARDS INTELLIGENCE i

The development of many systems classified within the umbrella of Advanced Driver Assistance Systems (ADAS) is what is helping to drive vehicles towards full automation. These advanced systems primarily include blindspot alert, rear cross-traffic alert, lane-departure warning, lane-keep assist, adaptive cruise control, forward-collision warning and front/rear automatic emergency braking. Other safety features discussed in this report are front, rear and 360-degree cameras, parking sensors, self-parking, driver-alert system and head-up display.

In the U.S., availability of new and often expensive ADAS has grown significantly over the past three years. As costs fall, consumer desire grows and government interest escalates, growth in installations of these systems will accelerate. This report examines industry trends in safety and ADAS technology on new light vehicles sold in the U.S. Changes in factory-installed rates of 15 features on cars and light trucks are examined from 2014 to 2018 (as available).

The report details 2014-2018 take-rate data for U.S. light-vehicles by:

l Vehicle Typel Segment Groupl Segmentl Companyl Brand

Also included are results of an exclusive Wards Intelligence industry survey and detailed U.S. penetration-rates forecast by automaker for seven primary ADAS.

The data in this report is summarized from a semi-annual factory installation report by Wards Intelligence. Installation rates are based on exclusive OEM surveys, industry sales and additional research.

Among the findings:

l Blindspot alert, the most common ADAS technology in 2018, hit a 44.8% penetration rate, up 10 percentage points from 2017.

l Half of all cars and two-fifths of all light trucks sold in the U.S. were equipped with automatic emergency braking in 2018, with both segments posting large increases from 2017 levels.

ABOUT THIS REPORT

2018 ADVANCED DRIVER-ASSISTANCE SYSTEMS REPORT / WARDS INTELLIGENCE ii

l Honda, Mazda, Subaru, Tesla and Volvo are expected to be the brands with the highest penetration rates of the seven primary ADAS features – blindspot alert, rear cross-traffic alert, lane-departure warning, lane-keep assist, adaptive cruise control, forward-collision warning and automatic emergency braking – by 2024.

l Aside from automatic emergency braking, 43% of respondents to the Wards Intelligence survey expect lane-departure warning and lane-keep assist to see the greatest market penetration gain between now and 2025, more than blindspot alert (40%) and adaptive cruise control (39%).

l More than half of respondents to the Wards Intelligence survey believe consumers will be willing to pay less than $1,000 for a suite of advanced features in 2022, including the costly adaptive cruise control. In 2018, examples include $1,600 to add ACC to a Cadillac XT5 and $2,000 to a Volvo XC60.

l Many of these systems are difficult to understand for consumers because each manufacturer’s technology is different – from the names they use to the start and stop speeds at which they activate. As automakers continue to advance their technologies and roll out new features, consumers face a confusing transitionary period. Not only is there a wide variation among manufacturers, there also are inconsistencies between models within the same brand.

ABOUT THE AUTHOR Amy Alexander is an industry analyst for Wards Intelligence, specializing in ADAS technology and market trends. She also follows new-vehicle sales trends in North America. Before joining Wards Intelligence, she interned at the Michigan Tech Research Institute and Fiat Chrysler Automobiles.

Amy graduated from Michigan Technological University with a degree in Mathematics. She earned her M.S. in Statistics from Western Michigan University while working as a teaching assistant for the mathematics department.

CONTRIBUTORS: David E. Zoia, Research Director Susan Kozik, Director, Content Design

2018 ADVANCED DRIVER-ASSISTANCE SYSTEMS REPORT / WARDS INTELLIGENCE iii

ABOUT WARDS INTELLIGENCEWards Intelligence has served the automotive industry’s information needs for more than 90 years as a world-leading provider of automotive insights and analysis. Based in metropolitan Detroit, Wards Intelligence provides historical context and forward-looking perspective on all aspects of the automotive business.

Our staff of automotive analysts and industry researchers offers global and regional forecasting, historical data, trend analysis and industry insight through online tools and databases, special content conferences, intelligence reports and consulting services, with a focus on providing clients with reliable, responsive customer service and support.

If you have further requirements, we may be able to help you. Find out more about Wards Intelligence’s capabilities.

Visit wardsintelligence.com or contact us directly at wardsintelligence@informa.com.

2018 ADVANCED DRIVER-ASSISTANCE SYSTEMS REPORT / WARDS INTELLIGENCE v

I. OVERVIEW . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

II. TECHNOLOGY . . . . . . . . . . . . . . . . . . . . . . . . . . 6• REARVIEWCAMERA• PARKINGSENSORS• FRONT&360-DEGREECAMERA• SELFPARKING• REARCROSS-TRAFFIC&BLINDSPOTALERT• LANEASSISTANCE• ADAPTIVECRUISECONTROL• AUTOMATICEMERGENCYBRAKING&PEDESTRIANDETECTION• REVERSEAUTOMATICBRAKING• DRIVER-ALERTSYSTEM• HEAD-UPDISPLAY

III. MARKETS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31• REARVIEWCAMERA• PARKINGSENSORS• FRONT&360-DEGREECAMERA• SELFPARKING• REARCROSS-TRAFFIC&BLINDSPOTALERT• LANEASSISTANCE• ADAPTIVECRUISECONTROL• AUTOMATICEMERGENCYBRAKING&PEDESTRIANDETECTION• REVERSEAUTOMATICBRAKING• DRIVER-ALERTSYSTEM• HEAD-UPDISPLAY

IV. AUTOMAKERS . . . . . . . . . . . . . . . . . . . . . . . . . 45• BMW• DAIMLER• FIATCHRYLSER• FORD• GENERALMOTORS• HONDA

TABLE OF CONTENTS

2018 ADVANCED DRIVER-ASSISTANCE SYSTEMS REPORT / WARDS INTELLIGENCE vi

• HYUNDAI-KIA• JAGUARLANDROVER• MAZDA• MITSUBISHI• NISSAN• SUBARU• TESLA• TOYOTA• VOLKSWAGENGROUP• VOLVO

V. APPENDIX . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81• WARDSINTELLIGENCE2018ADVANCEDDRIVERASSISTANCETECHNOLOGIESSURVEY

• WARDSINTELLIGENCEADASANDSAFETYFACTORYINSTALLEDEQUIPMENT,MODELYEAR2018BYSEGMENT

• WARDSINTELLIGENCEADASANDSAFETYFACTORYINSTALLEDEQUIPMENT,MODELYEAR2018BYBRAND

• WARDSINTELLIGENCEADASANDSAFETYFACTORYINSTALLEDEQUIPMENT,MODELYEAR2017BYSEGMENT

• WARDSINTELLIGENCEADASANDSAFETYFACTORYINSTALLEDEQUIPMENT,MODELYEAR2017BYBRAND

• WARDSINTELLIGENCEADASANDSAFETYFACTORYINSTALLEDEQUIPMENT,MODELYEAR2016BYSEGMENT

• WARDSINTELLIGENCEADASANDSAFETYFACTORYINSTALLEDEQUIPMENT,MODELYEAR2016BYBRAND

• WARDSINTELLIGENCEADASANDSAFETYFACTORYINSTALLEDEQUIPMENT,MODELYEAR2015BYSEGMENT

• WARDSINTELLIGENCEADASANDSAFETYFACTORYINSTALLEDEQUIPMENT,MODELYEAR2015BYBRAND

• WARDSINTELLIGENCEADASANDSAFETYFACTORYINSTALLEDEQUIPMENT,MODELYEAR2014BYSEGMENT

• WARDSINTELLIGENCEADASANDSAFETYFACTORYINSTALLEDEQUIPMENT,MODELYEAR2014BYBRAND

• AUTOMATICEMERGENCYBRAKINGBYCOMPANY• PEDESTRIANDETECTIONBYCOMPANY• LANEKEEPASSISTBYCOMPANY• ADAPTIVECRUISECONTROLBYCOMPANY• REVERSEAUTOMATICBRAKINGBYCOMPANY• FORECAST:BMWADASPENETRATIONRATESBYTECHNOLOGY• FORECAST:DAIMLERADASPENETRATIONRATESBYTECHNOLOGY

2018 ADVANCED DRIVER-ASSISTANCE SYSTEMS REPORT / WARDS INTELLIGENCE vii

• FORECAST:FCAADASPENETRATIONRATESBYTECHNOLOGY• FORECAST:FORDADASPENETRATIONRATESBYTECHNOLOGY• FORECAST:GENERALMOTORSADASPENETRATIONRATES BYTECHNOLOGY

• FORECAST:HONDAADASPENETRATIONRATESBYTECHNOLOGY• FORECAST:HYUNDAI-KIAADASPENETRATIONRATES BYTECHNOLOGY

• FORECAST:JAGUARLANDROVERADASPENETRATIONRATES BYTECHNOLOGY

• FORECAST:MAZDAADASPENETRATIONRATESBYTECHNOLOGY• FORECAST:MITSUBISHIADASPENETRATIONRATES BYTECHNOLOGY

• FORECAST:NISSANADASPENETRATIONRATESBYTECHNOLOGY• FORECAST:SUBARUADASPENETRATIONRATESBYTECHNOLOGY• FORECAST:TESLAADASPENETRATIONRATESBYTECHNOLOGY• FORECAST:TOYOTAADASPENETRATIONRATESBYTECHNOLOGY• FORECAST:VOLKSWAGENGROUPADASPENETRATIONRATES BYTECHNOLOGY

• FORECAST:VOLVOADASPENETRATIONRATESBYTECHNOLOGY

• REARVIEWCAMERAINSTALLATIONSRATES(%)• REARSONICSENSORINSTALLATIONSRATES(%)• FRONTSONICSENSORINSTALLATIONSRATES(%)• FRONTCAMERAINSTALLATIONSRATES(%)• 360-DEGREECAMERAINSTALLATIONSRATES(%)• SELF-PARKINGINSTALLATIONSRATES(%)• BLINDSPOTWARNINGINSTALLATIONSRATES(%)• REARCROSS-TRAFFICALERTINSTALLATIONSRATES(%)• LANE-DEPARTUREWARNINGINSTALLATIONSRATES(%)• LANE-KEEPASSISTINSTALLATIONSRATES(%)• ADAPTIVECRUISECONTROLINSTALLATIONSRATES(%)• FORWARD-COLLISIONWARNINGINSTALLATIONSRATES(%)• COLLISIONMITIGATIONINSTALLATIONSRATES(%)• REAR-COLLISIONMITIGATIONINSTALLATIONSRATES(%)• PEDESTRIANDETECTIONINSTALLATIONSRATES(%)• DRIVERALERTSYSTEMINSTALLATIONSRATES(%)• HEADS-UPDISPLAYINSTALLATIONSRATES(%)• CRUISECONTROLINSTALLATIONRATES(%)• REVERSECOLLISIONMITIGATION• AEBRANKINGSASPERCENTAGEOFCOMPANY-2018• AEBRANKINGSU.S.MARKETSHAREBYCOMPANY-2018