AutoPacific’s Future Attribute Demand Study (FADS) measures consumer demand for 163 features, including 13 ADAS features such as Emergency Evasive Steering Assist and Unresponsive Driver Stop Assist. When looking at consumer demand for these features over the past few years, AutoPacific has noticed that demand has become quite stagnant, which begs the questions, why and what can automakers do to increase this demand? To answer these questions, AutoPacific reached out to over 500 current vehicle owners and asked about their familiarity and experience with various ADAS safety features, as well as their interest in having these features in their next new vehicle. As is the case with many of today’s popular infotainment and convenience features, awareness and first-hand experience using various ADAS safety technology was found to result in a greater interest rate amongst consumers.
In this new short survey fielded in February 2025, AutoPacific presented 19 different ADAS features and their definitions to current vehicle owners ages 18 and older to gauge their interest, familiarity, and perception of these advanced systems. While real-world usage may be limited, there is strong awareness and consequently strong demand for many of these more advanced ADAS features. Some premium ADAS features, like Automatic Lane Change Assist, are often reserved and found on more costly upscale vehicles, while the remaining features surveyed are readily available across the industry at all price points.
Demand for ADAS Features Dependent on Awareness Moreso than Experience
There’s a marked difference in consumer awareness of an ADAS feature and actual real-world usage. While this is especially true for certain ADAS features that are relatively new and less accessible due to their pricing or availability at time of purchase, a lack of real-world usage of a well-known ADAS feature can also be attributed to the possibility that the consumer simply hasn’t had a situation to experience the feature first-hand, even if their vehicle is equipped with it. Some ADAS features, like Automatic High-Beam Headlights and Adaptive Cruise Control with Active Lane Centering engage often throughout the course of a consumer’s drive, resulting in 62% and 57%, respectively, of respondents who have heard of the features saying they’ve also experienced them. Conversely, ADAS features that typically only intervene in the event of a required emergency maneuver, like Cyclist and Pedestrian Detection or Safe Vehicle Exit Assist have a much lower percentage of use, 23% and 11%, respectively. As such, in many cases demand for the feature correlates closely with awareness.
A rather unique exception is Night Vision, a feature with moderate awareness (44%) and very low real-world usage (11%), yet strong interest amongst consumers with almost 60% of consumers wanting it on their next new vehicle. A helpful feature that’s been around for decades since pioneered by GM in the 1990s, today’s Night Vision systems are more accurate and advanced than ever before, some being able to recognize and alert a driver of possible objects, animals, or pedestrians in darkened conditions. These systems are scarce, however, and are just starting to trickle down to mainstream brands and vehicles, but that hasn’t slowed consumer interest based on the perceived benefit of improved visibility.
“Credit clever advertising both on social media or television and word of mouth, as many consumers know about these safeguarding features, even if they have yet to use the feature in the event of emergency,” says Robby DeGraff, Manager of Product and Consumer Insights, “Some of them are true lifesavers, and once one of these ADAS features activates, that’s bound to boost trust in the technology itself and quickly turn into a “must-have” for the driver.”
Younger Consumers Have Highest Awareness of ADAS Features but Not Necessarily the Highest Interest
Overall, consumers have the highest awareness of ADAS features that vehicles have been equipped with for many years, like Blind Spot Cameras (73%) and Rear Cross-Traffic Alert With Automatic Emergency Braking (63%). Awareness drops sharply for newer, more advanced ADAS features, like Unresponsive Driver Stop Assist (25%) or Emergency Evasive Steering Assist (34%), that have only recently started to trickle into today’s vehicles. Younger consumers under the age of 40, however, have higher awareness of all features surveyed, including the newest, and least-known features, compared to those 40 and older. Furthermore, the gap in awareness grows with age for several of these newer, more advanced ADAS features. For example, 89% of respondents between the ages of 18-39 say they’ve heard of Automatic Lane Change Assist compared to just 47% of those age 60 and older.
Yet while younger consumers are more familiar with all surveyed ADAS features, that doesn’t translate into higher demand across the board for them when compared to older consumers.
“Historically, when looking at AutoPacific’s FADS data, demand for features that enhance visibility has been higher from older consumers than younger consumers,” says Deborah Grieb, AutoPacific director of marketing and consumer insights. “The same holds true here where demand is higher from respondents ages 40 and older for Night Vision, Blind Spot Cameras, and Rearward Automatic Emergency Braking – all features that assist the driver with their ability to easily see around them.”
Additionally, when looking at feature reception by age group, whether it be younger generations or those north of the age of 60 years old, there’s positive sentiment for several popular ADAS features. For example, 74% of those under the age of 40 and 78% of those over the age of 60 stated they liked using Adaptive Cruise Control with Active Lane Centering AND Stop and Go. Interestingly, compared to those under the age of 40, those consumers over the age of 60 were more likely to report that many of the ADAS features they used made them feel much safer behind the wheel.
Constant Nagging, Lack of Adjustment Ability Can Lead to Lower Satisfaction
Just because a consumer has heard of and/or actually used a particular ADAS feature before doesn’t necessarily guarantee retention and desirability for it down the road. This proved to be especially true with common ADAS features that closely track a driver’s behavior like Speed Limit Warning and Distracted or Drowsy Driver Monitoring. Both ranked relatively high in awareness (7th and 5th, respectively), as well as real-world usage; however, demand is consequently low (16th and 11th respectively). These two features also have the highest percent of dissatisfaction from users with 18% of those who have experienced Distracted or Drowsy Driver Monitoring and 17% of those who have experienced Speed Limit Warning saying they didn’t like the feature.
It's important to note that for the two aforementioned ADAS features, as well several ADAS features that ranked much higher in terms of demand, consumers have to be able to adjust or change the sensitivity of the feature and have the option to turn it on or off. 44% of those who have used Speed Limit Warning felt neutral about it and 17% didn’t like it, mostly due to annoying nagging reminders and beeping alerts. In addition to complaints about it not working properly, nearly half of those who didn’t like Distracted or Drowsy Driver Monitoring complain of not being able to adjust or change the sensitivity. Alternatively, when asked about feedback on Rearward Automatic Emergency Braking, one of the top wanted ADAS features, some of those who have used it voiced concerns about the braking action being too abrupt or harsh, and the sensing too sensitive.
“As more and more automakers fortify their lineups with expansive suites of standard ADAS features, it’s going to be of paramount importance that consumers have the flexibility to make adjustments that suit their preferences and comfort level,” says DeGraff.