Due to the increase in regulations on ADAS requirements, like mandatory installation of parking system assistance in all cars in China, India, the United States, and etc., the automakers are making efforts to include these features in most of their cars. The ADAS features, which were only available in premium cars, are now being brought to other car segments as well. These systems are being offered as optional equipment in cars other than the high-end vehicles. These features are being included in commercial vehicles as well.

Globally, around 80% of the passenger vehicles and commercial vehicles are featured with ADAS system. The Asia-Pacific is also experiencing similar trends with regards to the penetration of ADAS in the vehicles market. The reason for customers choosing cars with ADAS is the increased safety and ease of driving these systems offer. Hyundai, the Korean automaker, recently stated that up to 50% of its new sales include some or the other variants of these features. Because of the regulations for cars to have these features and the demand for vehicles with ADAS, the automakers are adopting the ADAS features more rigorously and the market for the automotive ADAS is estimated to grow tremendously. 

Euro NCAP in its 2013 protocol has announced the assessment of certain types of ADAS, such as electronic stability control, lane departure warning, lane keeping assist, automatic emergency braking, pedestrian protection systems etc., to qualify for vehicle safety rating. This serves as a driving factor to create a market for ADAS in Europe. This will further help improve the significance of the implantation of ADAS in cars.

In the developing countries, such as India, China, and Indonesia, with the increase in the number of vehicle sales, more customers are opting for ADAS features in their vehicles owing to the need for safety and comfort. Initially, the majority of the consumers did not adopt these systems due to the high cost and lack of awareness. However, with the new government regulations in place and the proven safety benefits, these systems have gained consumer interest. Most of the ongoing installations are being done in the aftermarket, as the people do not usually wish to go for new vehicles just for having ADAS.

The Indian market at present is relatively in initial stages of adoption as compared to European (EU) or North American (NA) Markets. However, there are a number of aftermarket solutions in the commercial vehicle space and 3rd parties who are foraying with very advanced solutions. The market is lacking an integrated offering from the OEMs in India as compared to North America or the EU, and the consumer is very cost conscious. Although the consumer awareness is on the rise due to the technology exposure and experiences in the personal space, the Government is also aggressively bringing in reforms/policies towards more and more digitization. The OEMs and the third parties are also shifting their gears, developing the relevant and compelling connected car features that can be offered to the customers. Currently, every other technology company is putting its fingers in for the creation of connected car solutions unique to this market and a share of the revenue.

Over the past two to three years, even the OEMs have paid more attention to educating the customers about the benefits of the new technologies in the ADAS sector. The major motive for doing this is to let the people know how safe their vehicles are and why they should go for the pre-installed ADAS. The OEMs offer the customer an option to choose the needed features and make a customized combination of the different ADAS features for their vehicles. Of all, the people who got ADAS installed in their vehicles (more than 70% of them) have shown the willingness to repurchase those systems.