Strategy Analytics: ADAS Piggy-Backs on Existing Sensors

BOSTON--March 3, 2011: The Strategy Analytics insight, New ADAS Systems: Reaching Compact Segments, Reaching Greater Volumes, More Sensor Fusion shows that automotive OEMs are further extending the reach of Advanced Driver Assistance (ADAS) Systems.

“New ADAS Systems: Reaching Compact Segments, Reaching Greater Volumes, More Sensor Fusion”

Recently-launched systems that were highlighted by this report include Pre Sense, from Audi, and the Bosch blind spot detection system found on the Citroen C4. Both use existing sensors in order to add ADAS features to their vehicles.

Other new ADAS systems enhance accuracy and functionality through sensor fusion. For example, the adaptive front-light system (AFS) on the new Audi A6 sedan captures data from its navigation system to activate the cornering light function and individual LEDs in its optional LED headlamps. Other AFS systems use steering angle sensors or front windshield cameras, but the navigation system can provide advance, over-the-horizon warning to the system, increasing functionality.

Kevin Mak, analyst in the Automotive Electronics Service at Strategy Analytics, said, "OEMs are differentiating themselves from the competition by emphasizing ADAS improvements. Awards, such as Euro NCAP Advanced rating, are also used as marketing tools. Manufacturers are wise to mitigate their cost burden by widening the use of existing sensors and maximizing volume to realize economies of scale. This move should encourage sales of optional extras. In addition, building on existing sensors has given OEMs the flexibility to extend ADAS features onto high-volume, compact segment models."

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