#534

ADAS GuideADAS

TABLE OF CONTENTSADAS &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.

Introduction
Executive Summary
The Basics

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.

What’s New
Analysis
Summary Tables

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.

Next Steps

RELATED SBD REPORTS
2538 – 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?

> What are the functional
differences between
similar features offered byeach OEM?

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Do I have access?

> What underlying technologies
and suppliers do they rely on?
PRODUCT PLANNERS

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> How aggressively are OEMs
pricing and fitting ADAS
across each of their models?

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ADAS Guide

Contents534 – ADAS Guide Europe
Introduction ≫5

Summary Tables ≫35-45▪ Understanding summary tables

Executive Summary ≫7▪ Single sensor – Radar only
▪ Single sensor – Camera only

The Basics ≫12▪ Sensor fusion – Radar and mono camera▪ Sensor fusion – Radar and stereo camera

What’s New ≫17▪ Sensor fusion – Radar and trifocal camera▪ Latest OEM announcements▪ Sensor fusion – Radar, camera and ultrasonics▪ ADAS in new models▪ Sensor fusion – Long-range lidar, radar, camera and ultrasonics▪ Partnerships▪ Explore▪ Case StudyAnalysis ≫▪ State-of-the-art ADAS▪ ADAS in all-electric models▪ ADAS by vehicle segments

23Next Steps ≫47

Contact Us ≫50▪ Standardization of ADAS▪ AEB penetration▪ SAPA, FAPA & RP
▪ Sensor fusion▪ ADAS pricing▪ Legislative groundwork

4 ▪ Explore

Total number of pages - 50

4Introduction

Introduction

Introduction
While fully self-driving cars may still sound like a far-fetched idea, thesafety impact of automation is already being felt through the lens ofrapid 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 ita premium, volume, budget, or startup OEM.
With more advancements in sensor technology, artificial intelligence, anddata processing, OEMs are now challenged to offer a wide range of active
safety features at an affordable price. This is to make safety a compellinguse case for the end-user and, develop competitive advantages to tackle
the competition. These advancements also go together with theregulatory groundwork being undertaken by the government bodies tofurther the uptake of ADAS by the industry as a whole and benefit thesociety at large by reducing the number of road fatalities (or at least
reducing the severity).

SectionContent

Executive
Summary

A high-level overview of the latest ADAS trends i.e., model-level
penetration, SAE Level 3 preparedness and others.
Conclusion: Safety-based ADAS is commoditized, conveniencebased ADAS is being monetized

The Basics

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

What’s New?

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

The purpose of this report is to address the ‘What’, ‘Who’, and ‘How’ typeof questions related to ADAS:• What are the ADAS features available in Europe*?

• Who are the market leaders and what are their ADAS offerings?
• How are OEMs supporting their ADAS and at what price point?
SBD’s 534 ADAS Guide covers ADAS offerings from the automakers invarious regions along with their technologies (sensor), fitment/pricing
strategy, and supplier information. It draws necessary inferences fromthe raw data and provides actionable insights for the strategic andproduct planning teams to act upon.

Analysis

Summary Tables

Next StepsNote:
To study the European models, SBD has considered the pricelists, configurator and brochures
6
published on the Germen (.de) websites.

An in-depth look into the data-driven market dynamics, ADAS
strategy, availability trends, legislative background, amongothers.
Conclusion: The European OEMs are well positioned to launch
SAE Level 2 hands-free driving systems on their flagship models
in the near future.
Each slide in this section is dedicated to a particular sensor or acombination thereof and mapped with the OEM brands along with
their model-level penetration and pricing points.

Can SBD help you with any unanswered questions?

6

Examples slides
from the report

The Basics

Scope of this reportlsicingPr

AE Leve

Robustilityli ab

534 ADAS
Guideg8ure

SLe

isla ti no

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

ssneAva

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

ct

L4

High
Automation

L3

Conditional
Automation

L2

PartialAutomation

L1

DriverAssistance

L0

NoAutomation(Warning only)

8SAE L0SAE L1
SAE L2

Piloted Driving+ (PD+)

Piloted Driving (PD)Remote Parking (RP)

SafetyFully Automatic Parking Assist(FAPA)

Semi-Automatic Parking Assist(SAPA)

Trailer Assistant (TA)Adaptive Cruise Control (ACC)

Traffic Sign Recognition (TSR)

Rear-Cross Traffic Alert (RCTA)Night Vision & Pedestrian Detection(NV&PD)

Lane Departure Prevention (LDP)

Front Cross Traffic Alert (FCTA)

Forward Collision Warning (FCW)Driver Monitoring (DM)Collision Avoidance (CA)Blind Spot Monitoring (BSM)

Automatic Headlamp Dipping (AHD)

The Basics

Classification of ADAS features listed in 534
ConvenienceSAE
L3

Note: There have been repeated mentions of ‘SAE Level 2+’ throughout this report but that is not officially part of SAE Levels of autonomy (SAE J3016)

99

ADAS in new models

What’s New

What? are the key ADAS addition in the new models launches
Following is a list of a few new models that have been introduced with noteworthy updates or innovations.
OEMNew model/variant launched

Notable features

iX1, i5, i7

The new electric models from BMW get optional piloted driving systems (hands-on) along with fully automated andremote parking assistant. Some of these models are likely to get hands-free PD in the near future.

e:NY1, ZR-V

Honda introduced two new models in the European market but none of them gets the same piloted driving system
as their predecessor Honda EEV6

The all-electric EV6 and EV6 GT from Kia gets standard piloted driving system, automated and remote parking
assistant. The US version of this model is likely to get hands-free driving soon.

MG4/MG5, Cyberstar, ZS

The new BEVs launched in the European market by MG Motors are getting SAE Level 2 hands-on, eyes-on piloted
driving standard on all variants.

#1

Smart #1 electric model gets piloted driving (with driver-initiated lane change) in all the variants as standard fit. It
also gets evasive steering assistance, front cross traffic alerts and semi-automatic parking assistant

bZ4X

bZ4X midsized sedan gets standard piloted driving (hands-on) and driver monitoring system (powered by an
infrared in-cabin camera).

1010

What’s New

Partnerships

What? Are the new partnerships, M&A activities in the ADAS space
2023
Porsche and Mobileye collaborate to develop SuperVision ADAS and autonomy suite
Collaboration is expected to make Mobileye SuperVision available as a platform solution within the overall Volkswagen Grouptargeting models worldwide. Future Porsche models could come with hands-free driving technology.

AGE and Hella Gutmann renew partnership to advance ADAS calibration
This partnership enables AGE to offer advanced ADAS calibration solutions to their customers, ensuring safety and functionality
after automotive glass replacement/repairment.

Horizon Robotics and BYD partner on BYD’s bird’s eye view perception solution
Bird's Eye View ADAS sensor platform will be powered by Horizon Robotics' Journey 5 computing solution and will enter mass
production later in 2023

NIO and NXP develop 4D imaging radar to achieve high-level autonomous driving
4D imaging expands radar capabilities to accurately detect, separate, and classify objects making them suitable for SAE Level2+
and higher-level autonomy

Innoviz and Drive Group collision detection system based on lidar sensing
The solution leverages data gathered from Innoviz lidar sensors positioned at both sides of a highway, several kilometers aheadof the entrance to a bridge or tunnel

1111

ADAS pricing

Analysis

Volume brands aim competitive pricing for ADAS suites in Europe
15

Number of ADAS

1311

97

531
€ 500

€ 1,000€ 1,500€ 2,000€ 2,500€ 3,000€ 3,500€ 4,000€ 4,500€ 5,000€ 5,500€ 6,000

ADAS pricing range for OEMs in Europe (in euros)
Key Highlights• The average price of ADAS in the EU models range primarily between €500-3000. Within this range, some volume OEMs (Ford, Nissan) offer similar or sometimes
even more features than many of their premium counterparts. Some premium OEMs (BMW, Mercedes-Benz, Genesis, Lexus) offer more ADAS but at a price muchhigher than the common pricing range of rest of the brands operating in Europe.
• Most OEMs tend to keep the same pricing for all the ‘optional’ ADAS across the entire model lineup (except for niche offerings like remote parking, night vision)and that price has been reducing over the years.
12• Mercedes-Benzoffers the most expensive ADAS pack i.e., ~€6000 and it includes the Drive Pilot system (the only commercially available SAE 3 system inEurope)
12CameraSummary Tables

Single sensor – Camera only
Level 1

Level 2

Level 3

Most OEMs prefer a single camera-based hardware suiteas it can support multiple front ADAS functions up to SAE
L1 in a cost-effective manner (specially ADAS that can’t berobustly supported by a single radar i.e., pedestrian
detection). Unlike China where single sensor-based PD
systems exist, the PD function is always powered by asensor fusion (mostly radar + mono camera) in Europe.

Stereo Camera

Trifocal Camera

VolumeSensor
FusionLidarPremium

Camera

OEMKey Highlights

13Mono cameraACCCARadar

Level 0PD

# ofmodels

Pricing range (¥)# ofmodelsPricing range(¥)# ofmodels

Pricing range (¥)

9Standard

NA

NA

NA

NA

22Standard

23250 - 5180

NA

NA

1Standard

NA

NA

NA

NA

2Standard

NA

NA

NA

NA

7Standard - 650

NA

NA

NA

NA

1Standard

NA

NA

NA

NA

1Standard

1Standard

NA

NA

2Standard -1250

NA

NA

NA

NA

6700

6300 - 541

NANA

5Standard - 675

NA

NA

NA

NA

NA

NA

1Standard - 1100

NA

NA

6Standard

6Standard

NA

NA

1Standard - 1000

NA

NA

NA

NA

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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:

42

5

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