In recent years, Advanced Driver Assistance Systems (ADAS) have had a big impact on the cars we drive, significantly enhancing vehicle safety and driving comfort. Features such as adaptive cruise control, lane-keeping assistance, and automatic emergency braking, are all increasingly sought after. According to McKinsey & Company, 42% of car buyers are willing to switch brands just to have the most superior of these features.
But why is this technology of such growing importance for consumers and, by extension, any industry that it is connected to? And what critical role does accurate, real-time vehicle data play?
ADAS features and technology
ADAS technology incorporates a wide array of features aimed at improving vehicle safety and driver convenience. Within each of these features there are several individual pieces of technology that work together to provide safety related aids to the driver, passengers, and pedestrians – although these aids in many cases are unnoticed.
Some of the most common ADAS features include:
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Adaptive cruise control (ACC): Automatically adjusts the vehicle's speed to maintain a safe distance from the car ahead.
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Lane departure warning and lane keeping assist: Warns drivers when they unintentionally drift out of their lane and can actively guide the vehicle back into its lane.
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Automatic emergency braking: Detects imminent collisions and applies the brakes to prevent or mitigate an accident.
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Blind spot detection: Alerts drivers to the presence of vehicles in their blind spots.
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Parking assistance: Utilises sensors and cameras to assist with safe & bump free parking.
Rise in consumer demand for ADAS
Several factors have driven the growing consumer demand for ADAS technology:
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Legislative pressure: Governments worldwide are introducing regulations mandating certain ADAS features in new vehicles to improve road safety. For example, the EU specifically introduced the Vehicle General Safety Regulations from 2022 to mandate advanced driver assistance systems in new cars. These requirements were expanded on earlier this year with more to come in the future.
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Safety concerns: Road accidents remain a leading cause of injury and death globally, making safety features that can prevent accidents highly valuable. According to the World Health Organization, approximately 1.35 million people die annually in road traffic crashes. ADAS features like automatic emergency braking and lane keeping assist can prevent many of these incidents by intervening before a collision occurs.
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Technological advancements: As technology becomes more sophisticated and accessible, consumers expect their vehicles to incorporate the latest innovations. This expectation drives manufacturers to continuously improve and expand ADAS offerings.
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Enhanced driving experience: ADAS features reduce driver stress and cognitive load, making driving more comfortable and enjoyable. The convenience of features like adaptive cruise control and automated parking appeals to consumers who value a smoother, less demanding driving experience.
- Financial savings: ADAS features lower accident risks, which should lead to reduced insurance premiums. This potential for long-term savings makes ADAS-equipped vehicles more economically attractive to both consumers and car insurers.
Why partnering with a trusted data provider for ADAS information is critical
With the growing consumer demand for ADAS features, the need for accurate, standardised, real-time vehicle data has never been more important. This data not only empowers consumers to make informed decisions when building, comparing, and selecting vehicles - whether new or used - but also plays a crucial role in the insurance industry. Accurate ADAS data enables insurers to make precise underwriting decisions, assess risks based on specific vehicle features, and set premiums that reflect the true cost of ownership and potential claims.
According to Google, today’s consumers take a more deliberate approach to car buying, researching everything from lifestyle compatibility to price, features, and competitive comparisons before committing. For insurers, this means aligning policy quotes with individual vehicle features and built options, ensuring that ADAS-equipped vehicles are accurately valued. Incorporating this data into the quoting process not only enhances customer trust but also helps insurers maintain competitiveness by offering tailored, data-driven policies.
Equally important is the ability to support and justify decisions around claims or replacement vehicles with real-time, accurate valuation tools. These tools are critical for managing rising repair costs, reducing claims disputes, and improving the speed and accuracy of claims processing. For insurers, this isn’t just about satisfying the expectations of today’s informed consumers and fleet managers - but also for staying profitable and performing effective portfolio analysis across a business.
4 areas of focus to meet consumer and insurer expectations in online automotive shopping
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Enhance the online shopping experience: Accurate vehicle data is essential for providing a seamless and informative online shopping experience. When detailed information about a vehicle's ADAS features, performance, and safety ratings is readily available, consumers can confidently explore their options and make well-informed decisions without the need to visit a dealership or look elsewhere for it, e.g on a competitor website. For insurers, this same data allows for more accurate risk assessments and tailored policy quotes.
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Build trust through transparency: Providing transparent and reliable vehicle data builds trust, both for potential car buyers and for insurers who need to offer fair, data-driven premiums. Insurers that provide clear, accurate ADAS information can enhance customer trust, increasing the likelihood of conversion and fostering long-term loyalty. This transparency also helps insurers mitigate the risk of inaccurate quotes or unforeseen claims costs.
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Reduce purchase and claims anxiety: Buying a car is a significant investment, and consumers often experience anxiety about making the right choice. Accurate vehicle data reduces this anxiety by ensuring that buyers have all the necessary information at their fingertips. For insurers, real-time vehicle data reduces uncertainty when processing claims, allowing for faster, more accurate decisions and improving the overall customer experience.
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Boost conversion rates: Adopting high-quality vehicle data not only helps consumers make faster, more confident purchasing decisions but also benefits insurers by reducing the cost of acquiring new customers through comparison sites or quotation engines, increasing conversion rates.
Working with over 250 million live vehicle data points, JATO are committed to providing comprehensive, accurate and compliant intelligence. Our solutions combine data from our three key domains of vehicle specifications, market events, and finance, to optimise insights and support business objectives.
As the global leader in vehicle specification and pricing data, we have developed a unique methodology to standardise automotive data from more than 200 OEMs. This allows for precise feature comparisons and individual vehicle identification through a catalogue curated over 25 years, ensuring consistent and reliable data for any automotive decision-making process.
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References
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McKinsey & Company. "Automotive consumer insights: How technology is reshaping the automotive industry." Retrieved from McKinsey website.
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European Commission. "New EU rules for safer roads." Retrieved from European Commission website.
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Capgemini. "The automotive industry in the era of customer-centricity." Retrieved from Capgemini website.
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Statista. "Digitalisation in the automotive industry in the UK." Retrieved from Statista website.
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Google. "The Drive to Decide: Understanding the New Auto Buyer Path to Purchase." Retrieved from Think with Google.