Relying upon ADAS: Auto-pilot or auto-dependent?

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  Quantumrun Foresight
• December 25, 2023

Insight summary

Advanced Driver Assistance Systems (ADAS) are transforming driving experiences by enhancing safety and reducing fatigue through automation of tasks. This technological shift is influencing industries and altering behaviors, leading to new business models and a rethinking of infrastructure and legal frameworks. As society adapts to these changes, challenges in public acceptance, driver skill adaptation, and regulatory alignment emerge, highlighting the need for balanced development and implementation.

Relying upon ADAS context

Advanced Driver Assistance Systems (ADAS) are designed to assist drivers by automating specific tasks, like steering, braking, and accelerating, to enhance safety and reduce driver fatigue. For instance, the 2023 Lincoln Corsair is set to include Lincoln's next-generation ActiveGlide hands-free ADAS, which offers lane-changing, in-lane positioning, and predictive speed assist for highway driving. These systems vary across automakers, each developing unique versions without a unified industry standard. It's crucial to note that no consumer vehicle today (as of 2023) is fully autonomous or self-driving; ADAS technologies rely on cameras, sensors, and mapping data to support the driver while continuously monitoring the driver's attentiveness​​​​.

General Motors (GM), Ford, and Tesla are prominent players in this domain. GM’s Super Cruise, for instance, is a notable example of a hands-free system operational on pre-mapped divided highways in the US and Canada, allowing drivers to engage in hands-free driving for extended periods. Ford’s BlueCruise and ActiveGlide systems, though newer and less consistent than GM’s, have already accumulated millions of hands-free driving miles. Tesla, known for its ambitious ADAS technologies, offers Autopilot and Full Self-Driving (FSD) systems, which, while impressive on highways, have shown limitations in urban environments. 

Despite their potential benefits, ADAS technologies also pose particular challenges. The European Commission highlights issues such as distraction, hazardous behavior, and confusion caused by these systems. For example, ADAS can be perplexing when indicating incorrect speed limits or when taking over tasks like lane changing. The transition of control from the system to the driver is a critical concern, requiring clear and timely communication. Moreover, there's limited knowledge about these systems' actual use and impact on driving behavior. 

Disruptive impact

As ADAS becomes more prevalent, drivers may develop a dependency on these systems, potentially leading to a decline in manual driving skills and an increased reliance on automated assistance for routine tasks. This shift could result in a generational gap in driving capabilities, where future drivers are more adept at operating technology-assisted vehicles than traditional driving. Additionally, as reliance on ADAS grows, there may be a shift in liability and responsibility in vehicular accidents, prompting legal and insurance industries to adapt their frameworks to address these changes.

The rise of ADAS presents opportunities for innovation and market expansion for businesses, particularly in the automotive and technology sectors. Companies can explore new revenue streams by developing and integrating ADAS technologies into their product lines, leading to increased competition and a push for more advanced and user-friendly systems. However, this also means that companies need to invest heavily in research and development, as well as in user education and training, to ensure effective and safe utilization of these technologies.

Governments and regulatory bodies face the challenge of keeping pace with the rapid development of ADAS. They may need to establish clear guidelines and standards to ensure the safety and effectiveness of these systems while fostering innovation in the automotive sector. These guidelines may include updating road infrastructure to accommodate ADAS-equipped vehicles better, investing in public awareness campaigns to educate drivers about the capabilities and limitations of these systems, and developing policies to address the ethical and privacy concerns related to vehicle data collection and usage. In the long run, governments may also need to consider the implications of ADAS on public transportation systems, urban planning, and environmental policies.

Implications of relying upon ADAS

Wider implications of relying upon ADAS may include: 

• Automotive manufacturers shifting focus from traditional vehicle design to software-centric models, driving industry collaboration and cross-sector partnerships.
• Insurance companies revising policies and rates based on ADAS usage data, potentially lowering premiums for safer, technology-assisted driving.
• An increase in public and private investment in digital infrastructure, such as smart roads and traffic systems, to enhance ADAS effectiveness.
• Governments implementing stringent regulations for ADAS testing and deployment, ensuring public safety while fostering technological advancements.
• A surge in demand for skilled workers in AI and machine learning, leading to new educational programs and job opportunities in tech-driven sectors.
• Reduced traffic accidents and fatalities due to ADAS, resulting in lower healthcare and emergency response costs.
• The emergence of new business models in auto retail, focusing on selling software updates and digital services for ADAS-equipped vehicles.
• The increased pushback against AVs by residents and drivers who deem AVs as dangerous and unreliable.

Questions to consider

• Would you prefer to have a fully automated vehicle?
• What are the other potential dangers of relying entirely on ADAS?