Executive Briefings

Mercedes-Benz, Volvo, BMW Continue to Dominate Automotive ADAS Market

According to ABI Research, Mercedes-Benz, Volvo and BMW are still the top three players in the consumer advanced driver assistance systems (ADAS) market. They outperform competitors either in terms of the degree and significance of their innovation, or in how effectively they make their systems available to consumers – sometimes in both.

Mercedes-Benz, Volvo, BMW Continue to Dominate Automotive ADAS Market

Park assistance, rear-view cameras and adaptive front lights applications are among available ADA solutions. As mass-market OEMs have tried to offer affordable ADAS solutions to their customers, luxury brands have sought to distinguish themselves either by increasing the sophistication of their systems or by offering their systems across more of their model range. Most have adopted a combination of these approaches.

Western Europe maintains its position as the largest market for ADAS. Thus, OEMs whose sales are strong in this region demonstrate the largest market share. Mercedes-Benz, Volvo and BMW are estimated by ABI Research to account for more than 50 percent of consumer vehicles sold with at least one ADAS in Western Europe during 2014.

James Hodgson, research analyst shared the following comments: “ABI’s most recent competitive assessment into the ADAS market returns the same top three vendors as previous iterations. However, this is by no means indicative of stagnation. Luxury brands are trending towards the approach of improving sensor fusion and syncing separate ADAS [solutions] in order to deliver an almost semi-autonomous driving experience. Mass-market OEMs, however, are becoming increasingly divergent. Some seem to favor the approach of reserving relatively sophisticated active safety/comfort systems for their flagship model(s), while others prefer to exploit advances in machine vision technology to offer central ADAS features at low cost on more of their vehicles.”

These findings are part of ABI Research’s Automotive Safety and Autonomous Driving Market Research.

Source: ABI Research

Park assistance, rear-view cameras and adaptive front lights applications are among available ADA solutions. As mass-market OEMs have tried to offer affordable ADAS solutions to their customers, luxury brands have sought to distinguish themselves either by increasing the sophistication of their systems or by offering their systems across more of their model range. Most have adopted a combination of these approaches.

Western Europe maintains its position as the largest market for ADAS. Thus, OEMs whose sales are strong in this region demonstrate the largest market share. Mercedes-Benz, Volvo and BMW are estimated by ABI Research to account for more than 50 percent of consumer vehicles sold with at least one ADAS in Western Europe during 2014.

James Hodgson, research analyst shared the following comments: “ABI’s most recent competitive assessment into the ADAS market returns the same top three vendors as previous iterations. However, this is by no means indicative of stagnation. Luxury brands are trending towards the approach of improving sensor fusion and syncing separate ADAS [solutions] in order to deliver an almost semi-autonomous driving experience. Mass-market OEMs, however, are becoming increasingly divergent. Some seem to favor the approach of reserving relatively sophisticated active safety/comfort systems for their flagship model(s), while others prefer to exploit advances in machine vision technology to offer central ADAS features at low cost on more of their vehicles.”

These findings are part of ABI Research’s Automotive Safety and Autonomous Driving Market Research.

Source: ABI Research

Mercedes-Benz, Volvo, BMW Continue to Dominate Automotive ADAS Market