Why ADAS Is A Game Changer For Indian Consumers?

Author: Mr. Mohan Savarkar, Chief Product Officer and Vice President at Tata Motors Passenger Vehicles limited

Amidst steadily evolving priorities and redefining mobility, automakers worldwide and within India have been leveraging emerging technology to create best-in-class products. In addition to sustainability and connected technology, safety has become one of the foremost priorities in the mind of the customer.

The increased focus on road safety in recent years through public safety campaigns, the introduction of new laws and regulations and advancement in road safety technology has pushed Indian automakers to take mindful steps to incorporate contemporary safety features in their offerings to customers. The provision for both active and passive safety within vehicles has received renewed emphasis, with the Indian government relaying extended significance on the need for safety features in cars. Accordingly, some of the major OEMs have converged their innovation and technological capabilities to provide safety solutions that can be revolutionary for the industry. Advanced Driver Assistance Systems (ADAS) is one such safety mechanism that has been steadily gaining acceptance amongst buyers across the world.

The relevance of ADAS in the Indian scenario

India's reputation for road safety has been improving, but there are still certain problems including careless driving, shoddy road infrastructure, and unsafe vehicles that need to be addressed. As a result, there has been an unjustified loss of lives, which has led the government and industry stakeholders to take notice and address this prevalent issue. Offering driving aids like ADAS would only help in alleviating the many difficulties that the nation suffers when it comes to road safety, as Indian automobile customers have started to become more educated in terms of safety.

In addition, the government has been undertaking serious efforts to raise the pitiful level of road safety and to set regulations in place to control their misuse. As important safety technology such as ADAS begins to gain mass adoption in the country, the government and OEMs will have to work together more closely to ensure that the robust road infrastructure and safe vehicles will help save precious lives and minimize injuries, increase fuel efficiency as well as a substantial impact on India's accident statistics.

A case for ADAS

A system like ADAS is becoming increasingly relevant within the Indian automotive market, as a smart technology that actively enhances vehicular safety by preventing or reducing the impact of potential accidents. The need for such an advanced safety feature is in fact very strong in the current market. A recent study suggests that Indian buyers are willing to share vehicle and operational data with their car manufacturers to get safer driving experiences, with a significant 85% preferring to get safe route updates, and 84% preferring to get maintenance updates and updates to improve road safety and prevent collisions¹.

ADAS comprises several sub-systems that alert the driver of a variety of potential threats on the road, with systems for autonomous emergency braking, forward collision indicators, lane departure warnings, blind spot detection, etc. Together, they elevate the vehicle’s safety by encouraging drivers to be more alert on the road, and in some instances, even taking some automated steps that can minimize damage. If utilized mindfully, they can significantly improve driver behavior, make safe driving a conscious experience, and ultimately, make Indian roads much safer.

The future of ADAS: From being an option to becoming a necessity

Customers today are even willing to pay a cost premium if it assures enhanced safety for their car. As demand for advanced technologies that meet this customer need rises, systems like ADAS will become critical to make cars a compelling purchase. OEMs will gradually invest more of their research and resources to fine-tune the safety offerings in their portfolio, armoring them with smart tech interventions. With this increasing safety demand, costs will also eventually come down, making safety accessible to all people.

All industries function and grow only in tandem with evolving customer needs and aspirations. The automotive sector is no different. Safety is no longer a secondary consideration, and with customers taking conscious steps towards making it a critical metric when purchasing a car, the future of a smart, tech-driven, and safe future of Indian mobility seems to promisingly secure occupants from fatalities. Overall, ADAS is a game changer for the Indian consumer, providing enhanced safety, convenience, cost savings, and future-proofing capabilities. Moreover, it aligns with the aspirations of Indian consumers for advanced technology, improved road safety, and a better driving experience. However, it's important to keep in mind that although ADAS is an important tool for guaranteeing the safety of passengers and the vehicle, it cannot replace human intervention because its sole purpose is to help drivers pay closer attention to the road.