Around 70% of Indian respondents have reported feeling safer, and 65% mentioned increased driving convenience with Advanced Driver Assistance Systems (ADAS), according to a report. The report highlighted that a crisis of trust, rather than lack of awareness, is hindering the widespread adoption of these systems. Nearly 70% of consumers expressed concerns about the reliability of current ADAS systems in Indian driving conditions, as per the report by CMR.
The research firm projected that ADAS penetration in India is expected to reach 10–15% by the end of 2026. This growth is anticipated due to escalating consumer expectations and a heightened focus by Original Equipment Manufacturers (OEMs) on active safety features. The survey, conducted among over 1,000 car owners and potential buyers in major cities, revealed that while awareness about ADAS stood at 80% and purchase intent at 75%, only 15% were willing to pay extra for ADAS functionalities.
A significant finding was that nearly 48% of respondents lacked a clear understanding of how ADAS works, leading to a decrease in their confidence in making a purchase decision. The report emphasized that in a market characterized by chaotic traffic conditions and inadequate road markings, a trust deficit is emerging as the primary obstacle to widespread adoption of ADAS.
Sourabh Pandey, Analyst at CMR’s Industry Consulting Group (ICG), highlighted that consumers acknowledge the benefits of ADAS such as improved safety and driving convenience. However, this recognition has not translated into trust, especially in India’s intricate and unpredictable driving scenarios. The lack of certainty about how these systems will perform in critical situations poses a significant challenge for the industry.
The survey also revealed that 45% of respondents mainly use ADAS on highways, with only 20% utilizing it frequently in city driving. Additionally, 55% of respondents believe that the added cost of ADAS is not justified, and 45% reported never receiving a dealership demonstration of ADAS capabilities. Shipra Sinha, Senior Analyst at CMR’s Smart Mobility Practice, suggested that the future of India’s ADAS journey will be influenced by the democratization of features, regulatory influences, and OEM-driven product differentiation.
