ADAS & Automated Driving features increasingly become key product differentiators
With Audi teasing its upcoming A8 with emphasis on automated driving capabilities, we present some findings from our latest report on key ADAS feature penetration and their growth potential over the next five years.
Audi’s new flagship will be the first vehicle to feature a Traffic Jam Pilot which will bring Audi to Level 3 in terms of driving features. At the same time it will also offer L2 Remote Parking, bringing Audi to parity with Mercedes-Benz, BMW and Tesla in terms of L2 parking capabilities -all of them offer either Self-Park, Remote Park or both.
While today, Level 3 deployment is constrained geographically by regulatory approval, key car markets are giving the green light. Our report provides in-depth analysis of how the regulatory framework affects OEM strategy as well as Level 3 deployment.
We expect that in 2021, 17% of new car sales in Europe will offer Highly-Automated Driving (Level 3) features as optional or standard, the majority of which will come from premium car manufacturers.
By then, feature functionality will have expanded from the low-speed, single-lane Traffic Jam Pilot to more advanced Highway Pilots.
Read our report to understand carmakers’ strategies to reach higher levels of vehicle autonomy and the opportunities they create for ADAS sensors, AD platforms as well as collaborations.
Level 2 penetration in Europe reached 6.5% in 2016 with German OEMs holding the lion’s share
While the introduction of Level 3 is big news, especially since the debate over its risk-reward as an intermediate level between Supervised (Level 0-2) vs Unsupervised driving (L4-5) continues, it’s Level 2 that makes its way into new car sales, especially in Europe.
In 2016, 22 models from 8 car manufacturers offered (SAE) L2 driving capabilities globally. BMW led the market both in terms of market share in Level 2 offerings but also in terms of share in total L2 sales in Europe.
As a result, sales of cars fitted with Level 2 Traffic Jam Assist as standard or optional equipment reached almost 1 million in Europe in 2016, accounting for 6.5% of the 15.13 million car sales in Western Europe.
Nissan is among the carmakers introducing Level 2 functionality in Europe this year with the ProPilot Assist in the new Leaf, Qashqai and the X-Trail. Nissan’s technology, which will later expand to unlock multi-lane cruising support, was launched last year in Japan in the new Serena.
We expect that in 2019, at least 50 models will be equipped with Traffic Jam Assist or Cruise Assist in Europe, with premium OEMs’ share accounting for 74%.
To learn more insights on ADAS and Automated Driving, including strategy and roadmap of leading carmakers read our latest report Roadmap to Self-Driving Cars.
For more information on this report, including sample pages and full Table of Contents, please contact us on (+44) (0)20 3286 4562, firstname.lastname@example.org.