North American OEMs embrace advanced safety features

New research from Frost & Sullivan's Analysis of the North American Advanced Features Market and Optional/Standard Strategy of OEMs finds consumers demand seamless connectivity and high-end infotainment features in a car. The research also highlights the lifesaving technologies and features like night vision assist with pedestrian detection or collision warning and mitigation using augmented reality, which are accorded a higher importance compared to other features like power lift gate or ambient lighting i
August 14, 2014 Read time: 3 mins

New research from 2097 Frost & Sullivan's Analysis of the North American Advanced Features Market and Optional/Standard Strategy of OEMs finds consumers demand seamless connectivity and high-end infotainment features in a car. The research also highlights the lifesaving technologies and features like night vision assist with pedestrian detection or collision warning and mitigation using augmented reality, which are accorded a higher importance compared to other features like power lift gate or ambient lighting in the vehicle.

However, mandating systems such as automatic emergency call (eCall) and rear-view cameras have been delayed due to challenges around wide acceptance in the industry coupled with battling technical obstacles and niche status development. No less, connected car technologies have been given an open platform to innovate and implement in the near future.

“With agencies such as the 834 National Highway Traffic Safety Administration (NHTSA) pushing for standardisation of safety technologies in cars, advanced safety applications will be featured as customary commodities in two to three years, followed by functional convenient features," said Frost & Sullivan Automotive and Transportation Industry analyst Neelam Barua. "For instance, the NHTSA has directed rear-view cameras be made standard fitment by 2018 to make vehicles more intelligent and safer. Already, 1683 Honda and Acura have made it standard in all their models/line-up.

However, premium automakers only consider a few features as standard fitment and prefer to offer either optional or advanced feature packages targeting different age groups and geographies at attractive price points. For example, 1685 Mercedes Benz CLA has an abundance of advanced features packaged at the price tag of US$29,999. On the other hand, certain OEMs are looking to achieve a balance between conventional and alternative technologies to ensure sustainable, efficient and accessible mobility. The idea of zero emissions, zero accidents and zero fatalities is becoming possible as technology progresses.

"To optimise costs, North American OEMs are basing their strategies on the re-launch of models, alternate propulsion systems, and new advertising modes for promotions," noted Barua. "In addition, mass-market OEMs are focusing on fuel economy and emission reduction, while premium OEMs look to leverage inventive features such as laser-based headlamps, heads-up display notifications, reconfigurable instrument clusters, enhanced 'virtual' view of the road using augmented reality and touch-less gesture controlled infotainment to ensure customer loyalty in the North American market."

Location Based Systems

For more information on companies in this article

Related Content

  • In-vehicle systems as enforcement enablers?
    January 30, 2012
    From an enforcement perspective at least, Toyota's recent recalls over problems with accelerator pedal assemblies had a positive outcome in that for the first time a major motor manufacturer outside of the US acknowledged publicly what many have known or suspected for quite a while: that the capability exists within certain car companies to extract data from a vehicle onboard unit which can be used to help ascertain, if not prove outright, just what was happening in the vital seconds up to an accident or cr
    Read More
  • White paper examines ITS application across four major cities
    December 19, 2017
    Frost & Sullivan and Isbak have released a white paper examining how intelligent transportation systems (ITS) used in Singapore, London, New York and Istanbul are being used on existing roadways to reduce congestion and emissions efficiently. The paper provides an in-depth analysis of transportation policies, implementation methods, best practices and challenges for key cities and how commuters, city management councils and the environment could benefit from ITS implementation.
    Read More
  • Americans steer away from autonomous parking
    September 22, 2015
    According to a new survey from AAA, nearly 80 per cent of American drivers are confident in their parallel parking abilities and only one-in-four would trust this technology to park their vehicle. Despite this, AAA testing found self-parking technology outperformed unassisted drivers in four key areas. In partnership with the Automobile Club of Southern California's Automotive Research Center, AAA tested self-parking features on five vehicles: a 2015 Lincoln MKC, a 2015 Mercedes-Benz ML400 4Matic, a 2015
    Read More
  • US DOT proposes broader use of event data recorders
    December 10, 2012
    In an effort to help improve vehicle safety, the US Department of Transportation’s National Highway Traffic Safety Administration (NHTSA) has proposed a new standard that would capture valuable safety-related data in the seconds before and during a motor vehicle crash. The proposed rule would require automakers to install event data recorders (EDRs), devices that collect specific safety related data, in all light passenger vehicles beginning in September 2014. “By understanding how drivers respond in a cras
    Read More

Highlighted Content