#534

ADAS GuideADAS
TABLE OF CONTENTS
Introduction
Bird’s Eye View

ADAS &Autonomy

Since their arrival, automated and autonomous driving technologies have continued to advance. As thesetechnologies allow for increasing levels of autonomy, key players in the sector - including OEMs, start-ups, andtechnology firms - are trialing advanced solutions. These trials are occurring alongside the steady development
and release of such solutions to the public in passenger vehicles and commercial fleets.

Executive SummaryThe Basics
What’s New

This ecosystem is developing rapidly and will only continue to develop as its technologies become moreadvanced. Today, ADAS and autonomous systems are being developed, or have already launched, acrossmultiple vehicle segments and in many industry sectors. With different OEMs and regions at different levels of
maturity, and with the breadth of use cases offered by these systems, understanding the global scope oftoday's ADAS and autonomous offerings can quickly become overwhelming.

Analysis
Summary Tables
Ecosystem Players

The ADAS Guide works as a reference point and planning baseline for the landscape of automated driving
systems. It details the ADAS and autonomy offerings of three main regions while identifying the features
provided by OEMs today. The guide comprehensively compares these features on a number of verticals including their availability and pricing models - and dispels the jargon used by OEMs to describe them.

Future Outlook
Next Steps

RELATED SBD REPORTS
538 – ADAS & Autonomy Forecast
SBD has prepared this report to understand at aregional level the differences in penetration forvarious types of ADAS and the technologies
supporting these features. Our forecasts provide adeeper understanding by estimating the technology
and feature penetrations at an OEM level.

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Key questions answered> Which OEMs provide which
ADAS?

This research supports> What underlying technologies
and suppliers do they rely on?
PRODUCT PLANNERS> What are the functional
differences between
similar features offered byeach OEM?

Do I have access?

C- S UITE> How aggressively are OEMs
pricing and fitting ADAS
across each of their models?

Portal access

Portal access
M A R K E T I NG

E n gin eers

View Excel Data Sheet Sample
ADAS Guide
Track ADAS technologies and assess their overall competitiveness across every
major brand in the market, covering more than 17 distinct ADAS systems
deployed in the market>10,000
datapoints>40
OEMs covered

Dashboard, Patents,
ecosystem details,
ranking and ADASJargons

ADAS Guide

Contents
534 – ADAS Guide Europe
Introduction ≫4

Autonomy Bird’s Eye View≫

7

Executive Summary ≫15Introduction ≫Autonomy Bird’s Eye View≫

Executive Summary ≫Summary Tables ≫49▪ Toyota Motor Corporation▪ BMW Group▪ Volkswagen Group▪ BYD Auto

▪ Xpeng Group▪ Ford Motor Company▪ Zhejiang Geely Group▪ Great Wall Motors

The Basics ≫23▪ Honda Group

Ecosystem Players ≫79

Future Outlook ≫87

Next Steps ≫95

Contact Us ≫102

▪ Hyundai Motor Company

What’s New ≫29▪ Isuzu Group▪ Lucid GroupAnalysis ≫434

▪ Mazda Motors▪ ADAS penetration▪ Mercedes-Benz Group▪ SAE Levels▪ Mitsubishi Motor Corporation▪ Automakers’ strategy▪ NIO Group▪ Outliers▪ Nissan Motor Corporation▪ ADAS by vehicle segment▪ Renault Group▪ ADAS in all-electric models▪ SAIC Group▪ AEB penetration▪ Stellantis▪ SAPA, FAPA and RP▪ Subaru Motors Corporation▪ Sensor fusion▪ Suzuki Group▪ Lidar rollout▪ Tata Motors Group▪ ADAS pricing▪ Tesla Motors▪ Legislative groundwork

Total number of pages - 102

4

Introduction

Introduction

Introduction
While fully self-driving cars may still sound far-fetched, the safety impact ofautomation is already being felt through the lens of rapid ADAS adoption by vehicle
manufacturers across the globe. ADAS systems that once would have been
considered ‘add-ons’ for premium models are now making their way to almost every
new model sold− be it a premium, volume, budget, or startup OEM.
With more advancements in sensor technology, AI and data processing, automakers
are now challenged to offer a wide range of active safety features at an affordable
price. This is to make safety a compelling use case for the end-user and, develop
competitive advantages to tackle the competition. These advancements also go
together with the regulatory developments to further the uptake of ADAS by theindustry as a whole and benefit the society at large by reducing the number of road
fatalities (or at least reducing the severity).
SBD’s 534 ADAS Guide covers ADAS offerings from the automakers in various
regions along with their technologies (sensor), fitment/pricing strategy, and supplierinformation. It draws necessary inferences from the raw data and provides
actionable insights for the strategic and product planning teams to act upon The
report looks at FIVE key benefits of ADAS for automakers:

SectionAutonomy Bird’s
Eye View

Content

An overview of the key topics that correlate with ADAS
developments

INTEGRATED COCKPIT

ExecutiveSummaryHigh-level overview of the ADAS landscape across the regions(US, EU, China)

The Basics

A brief overview of the SAE levels of vehicle autonomy (withADAS classification) and defining the scope of this report

What’s New

BUILT-IN CONNECTEDBROUGHT-IN CONNECTEDSCREEN-RICH INFOTAINMENT

Section focusing on notable OEM and industry announcementsin the ADAS and autonomy space.

BASIC INFOTAINMENT

Analysis

Summary Tables

An in-depth look into the data-driven market dynamics, ADAS
strategy, availability trends, legislative background, amongothers.
Each slide in this section is dedicated to a particular sensor or acombination thereof and mapped with the OEM brands alongwith their model-level penetration and pricing points.

IncreasedsafetyBrand loyalty

Enhancedcapabilities

Ecosystem Players

Future Outlook

6

Competitive

New revenue
streams

Next Steps

Offering, acquisition and patent insights for key non-OEM
stakeholders
Four OEM personas are considered against drivers and barriers
into the future to understand when full benefits of ADAS will be
realized
Can SBD help you with any unanswered questions?

6Introduction

We Listened and Invested In Our Report to Align to Your Goals

You Said...
“I sometimes struggle to relate conclusions from research reports
to the Outcomes and KPIs that we are working towards...”“I would like to see what has recently changed within a forecast or
domain to help decide if any changes to strategy need to be made...”“I want to know where we stand ‘head-to-head’ against
the competition on major industry trends….”“I can find it difficult to take actionable next steps on Guides
without assessing the future direction of the industry...”“It would be helpful to identify disruptive companies and startups to keep an eye for partnerships in the future...”We Did...
Added BIRDS-EYE VIEW chapter with a high-level
overview of all our ADAS reports.
Enhanced CROSS-REFERENCING with insightsfrom our ADAS forecast
Introduced FUTURE OUTLOOK chapter withmotivations such as brand loyalty, and its
drivers and barriers over time.
More DATA-DRIVEN ANALYSIS through our
Summary Table, Analysis, and Executive
Summary.
Created a SBD ADAS ranking and an ECOSYSTEM chapter
with offering, acquisition, and patent insights for key nonOEM stakeholders.

“I would like the topics to be more ‘forward looking’ to help withfuture planning and take advantage of enabling technologies.”

7
7

Examples slides
from the report

The Basics

Scope of this reportlsicing
PrAE Leve

Robust

ility
li ab

534 ADAS
Guideg9ure

S
Leisla ti no

Which ADAS are more popular?
How are they offered?
Who is closer to SAE Level 3?

ssne

Ava

Throughout this document, the focus is on ADAS that comprises of SAE Level 0 (noautomation) to SAE Level 3 features (conditional automation). The SAE Level 4 and SAE
Level 5 features are not commercially available as of 2023 and are therefore beyond thescope of this report. The report covers the ADAS/automated driving features commerciallyavailable on passenger models only and excludes AV pilot trials,

A r c h ite

ctL4

High
Automation

L3

ConditionalAutomation

L2

PartialAutomation

L1

DriverAssistance

L0

No
Automation(Warning only)

9Birds-eye view

How are players deploying L4 autonomy?
Regions

Proportion of AV pilots by vehicle type23%•Most AV pilots in the USA are focused on the deliveryof freight. Both automated semi-truck and last miledelivery services have over double the relative activity as
the other major markets.

•Automated semi-trucks are the most common typeof AV pilot in the USA and are primarily focused inSouthwestern states such as Texas, New Mexico andArizona. Drivers for autonomous trucks include thelabor shortages and the long and consistent road
network which is ideal for trucks.

•Shuttle services account for most AV pilots operatingin Europe (72%), far greater than robotaxi services.

•Autonomous trucking has a limited level ofdeployment (24%) in Europe compared to in otherregions like the USA (30%). In comparison to the USA,
Europe is more fragmented politically and geographically,
posing a greater challenge to deployment of automatedtrucks which would likely have to regularly cross borders.
Furthermore, Europe has a small and complex road
network compared to the USA or China.

Autonomous taxi and robotaxi
28%

Autonomous shuttle and bus
Autonomous trucks

30%

Key takeaways

20%

14% 10%

Delivery pods

Autonomous taxi and robotaxi
Autonomous shuttle and bus

24%

Autonomous trucks
72%

10%

Delivery pods

Autonomous shuttle and bus

7%Autonomous trucks
69%

Delivery pods

Robotaxi deployment is very limited
in deployment across all regions. To
become profitable, robotaxi fleetsneed to scale whilst overcoming thetechnological,
regulatory
andoperational hurdles whilst fostering
an appetite for the services withconsumers.

Autonomous Strategies &Eco-system

Autonomous taxi and robotaxi

14%

SBD Expert Insight•AV pilots in China are primarily focused on themovement of people, with autonomous taxis androbotaxis accounting for almost two thirds of AV pilots inChina.

This report examines this eco-systemthoroughly, detailing the autonomous strategies
of major OEMs and the key partnerships within
it. Its scope extends further to highlight thetechnologies and regulations at the center ofvehicle autonomy as well as the latest initiatives
within the sector.

1010

Analysis

Outliers

Automakers that standout in the ADAS race and poised for SAE L3

Mercedes-Benz was the first
automaker to launch SAE L3
on a commercial model inboth US and Europe. It is
likely to expand the offeringon more models (E-Class,other EQ series models)

BMW is the only automaker inEurope that has got
commercial approval for
combining SAE Level 3(Personal Pilot) and ‘handsoff’ assisted driving (HighwayAssistant) on the same model

Zeekr will use Mobileye’s
SuperVision and is also
developing an in-houseautonomy platform poweredby NVIDIA Orin SoCs hinting
at a possible SAE Level 3
deployment soon

SAE L3 rollout/expansion

Ford was the first traditional
volume brand to launch‘hands-off’ assisted driving inEurope. The natural
progression for Ford would beto pursue SAE Level 3
however, they need toupgrade the sensor suite

NIO offers one of the mostrobust sensor fusion (trifocalcamera and long-range lidar)that can support SAE Level 3‘hands-off, eyes-off’ piloted
driving in future

Audi halted plans to deploy SAE
Level 3, initially announced
before Mercedes-Benz’s officialannouncement. The Audi A8
gets a robust sensor fusion(including Valeo Scala lidar)that can support piloted driving.

1111

BMW Group

Summary TableBMW Group
SAE capability and robustness

ADAS strategy: Today and tomorrow

SAE Levels of Autonomy
Level 2+•
Level 3Sensor fusionincl. LiDAR

Level 2•Sensor
fusionRobustness

Level 1Singlesensor•Key technology to support ADAS

BMW models come with a diverse set of ADAS as standard
fit on most models. At the same time, an upgraded sensor
suite with more ADAS functionalities and optional packages
is available (some models get a long-range lidar). MINI
models are slowly getting more ADAS, but compared tothe USA, the offerings aren’t as vast in the EU.

Mono, Surround,
Rear, Trifocal,
StereoA few flagship models from BMW have been approvedfor SAE Level 3 ‘Personal Pilot’ in Europe (7-Series,i7). The system allows users to engage in secondary tasks
at speeds up to 60 kmph. BMW is also the firstmanufacturer to win approval for a combined system
involving hands-off Level 2 and Level 3 features.

Frontal and rear
radarsThe new proposed Neue Klasse architecture has dedicated
ADAS domain controllers, suggesting more robust
performance and the introduction of new features via OTA
updates.

Long range

Summary Table
Automated Parking (SAE L2)

Most advanced models in terms ofADAS
SAPA

Assisted Driving (SAE L2/L2+)

FAPARPMemoryHands-on

BMW iX⚫

⚫

⚫

⚫

BMW i7⚫

⚫

⚫

⚫

Hands-off

AutomaticLane Change

PilotedDriving(SAE L3)

AutomatedParking (SAE4)

Hands-off,eyes-off

AP⚫

Planned⚫
⚫

⚫

MINI Aceman

1212

Ford Group

Summary Table

Ford Motor Company
SAE capability and robustness

ADAS strategy: Today and tomorrow

SAE Levels of Autonomy
Level 2+•
Level 3

Sensor fusionincl. LiDAR

Level 2

Sensorfusion•Singlesensor

Robustness

Level 1

Key technology to support ADAS

Ford was one of the first automakers to have ‘hands-off’assisted driving systems in the US and Europe. Afterapproval from the European Commission, the BlueCruise
system can be activated in more than 15 EU countries.

Mono, Surround
View, Front, Rear
Driver-facing

The offering is also unique in that it is offered as an annual
subscription (€ 24.99/yr), aside from the standard
BlueCruise hardware (post 90-day free trial). This monthly
subscription model makes it easy for customers to activate
BlueCruise at a time that suits their driving plans.

•Like many other legacy volume carmakers, Ford uses acombination of radar and frontal camera with HDmaps supporting hands-off driving in designated areas.

•Having previously committed not to pursue SAE Level 3,
Ford has softened their stance and is now targeting a‘hands-off, eyes-off’ system with a possible addition of along-range lidar sensor.

Frontal and rearradars

NA

Summary Table
Automated Parking (SAE L2)

Most advanced models in terms ofADAS
SAPA

FAPA

RP

Assisted Driving (SAE L2/L2+)

MemoryHands-onHands-off

Automatic
Lane Change⚫

⚫

Ford Mustang Mach-E⚫

⚫

Ford Kuga⚫

⚫

PilotedDriving(SAE L3)

AutomatedParking (SAE4)

Hands-off,eyes-off

AP1313

Ecosystem Players

Partnerships

New players emerging in the ADAS ecosystem• What automakers are after?: Someautomakers are planning to develop next
generation of ADAS features ground up
and mostly in-house. Although thetraditional suppliers may still play a bigrole, automakers may acquire dedicatedteams (software, AI) to work alongsidesuppliers and co-develop the ADAS suite.

Automakers

CompanyPartnerships between automakers and suppliers in the ADAS space• Tier-1 suppliers are expanding theirofferings: The traditional Tier-1s are nolonger just ‘parts’ suppliers but are
involved in joint production of ADAS/AD
platforms from scratch. This involves
rigorous testing, simulation, pilot trials
and overall system integration• What type of companies are
becoming preferred partners ofautomakers: As brands are gearing up
to launch hands-off assisted driving andsome even committed SAE L3, HD map
makers, lidar suppliers, AI start-ups,
facial/emotion recognition software
companies are growing in demand. In
the future, many of these companies will
likely be acquired by either automakersor Tier-1s.

14

Chart Visualization Source: Flourish

14

What the Excel
Version Contains

Excel Database Includes

Excel Data Points:

85,000+#534/ADAS Guide

OEM Groups covered:

Excel Tabs:

425

Excel Database Includes

Excel Data Points:

85,000+#534/ADAS Guide

OEM Groups covered:

Excel Tabs:

42

5

Excel Database Includes

Excel Data Points:

85,000+#534/ADAS Guide

OEM Groups covered:

Excel Tabs:425

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