Affordable Systems Targeted at Small and Mini Segments are Driving the Market

This research service presents an analysis of the advanced driver assistance systems (ADAS) market in Japan. The market is in the growth phase of development and is expected to see considerable market expansion in future. This research service includes secondary and primary research data from original equipment suppliers, regulation authorities, and distributors. It includes an executive summary, market overview, mega trends and industry convergence implications, the key market drivers and restraints and their explanations, market forecasts and trends by system, market share and competitive analysis, conclusions and future outlook, the last word ,and company profiles of OEMs and suppliers.

Key Findings

Analysis of the advanced driver assistance systems (ADAS) mini, small, and MPV as well as upper-mid, large, and SUV segments suggest that the market is likely to expand in Japan.

1. Awareness campaigns and promotion activities for ADAS technology are driving sales in Japan by improving customer perception of ADAS and highlighting benefits.

2. In 2012, forward collision warning (FCW) systems and adaptive cruise control (ACC) systems are the advanced driver assistance systems with the highest penetration in Japan.

3. The Japanese ADAS market is expected to grow at a CAGR of Xpercent to reach X million units by 2018.

4. The Japanese New Car Assessment Program (JNCAP) is expected to enforce a stringent assessment throughout the forecast period, focusing on pedestrian protection.

5. The high prices of intelligent safety systems, such as night vision (NV) systems, restrict market penetration to smaller segments and limit market size.

6. The launch of affordable ADAS in mini, small, and MPV segments as well as more integrated, multi-modal systems in upper-mid, large, and SUV segments will likely expand the total ADAS market in Japan.

Unit Shipment Forecast

Total ADAS unit shipments are expected to reach almost Xmillion units by 2018 with a CAGR of Xpercent during 2012–2018 due to the increasing demands by customers. ACC and FCW hold more than Xpercent of the total market for each in 2012, followed by LDWS with X percent and BSD with X percent. In 2018, the FCW will likely hold nearly Xpercent followed by ACC, LDWS, and BSD systems that comprise around X percent of the total unit shipments.

Comparison and Future Outlook

• EuroNCAP has a stringent rating program.
• Japan’s New Car Assessment Program (JNCAP) and EuroNCAP publish an overall rating for every vehicle that will cover Adult Occupant Protection, Child Occupant Protection, and Pedestrian Protection.
• In North America (NA) there are two crash testing programs; the federal government National Highway Traffic Safety Administration (NHTSA) NCAP and Insurance Institute for Highway Safety (IIHS).
• In EuroNCAP, the availability of VSC and speed limitation devices is considered, and also new crash avoidance features are monitored by IIHS. Currently, no active safety device fitments are considered in JNCAP.
• TPMS is mandatory in Europe and North America, but there is no enforcement in Japan.
• VSC will be mandatory for both Japan and EU by 2014 (in the US, enforcement began in 2012).

Future Outlook of Japanese Passenger Vehicle Safety System

JNCAP
• Stringent assessment is expected to be enforced throughout the forecast period, focusing on pedestrian protection.

Regulation
• Unlike in Europe and NA, there are no plans to enforce the fitment of TPMS in Japan.
• Vehicles made for each specific region will have different features.
• Automatic emergency brakes will be regulated as ECE and then ISO standards. Also, this regulation will be adapted in Japan after about one year later of ISO adaptation.

Key Conclusions and Future Outlook

Suppliers
• FCW systems are expected to be popular by 2016; accordingly, new suppliers should look to capitalize on the growing interest among OEMs for cost-effective systems.
• Suppliers should look to reduce the price of camera-based/radar, sensor-based systems to enhance penetration of the safety system, which will lead to a higher adoption rate among customers.
• Suppliers with camera and image processing algorithm expertise should look to introduce simpler and lower-cost safety systems in the market.
• Stand-alone user interface manufacturers should partner with the integrator to gain expertise to deliver products to OEMs.

OEMs
• ADAS should be introduced in more vehicle models, not only luxury and large segment but also in mini and small segment vehicles to the demand of customers, which will improve the brand image.
• OEMs should offer more affordable ADAS to the mini, small, and MPV segment; and more integrated multi-modal system to upper-mid, large, and SUV segment.
• OEMs should look at movement of EU/UN standardizing of certain technologies like AEBS (advanced emergency braking system, similar to FCW) because Japanese standards follow ECE standard and then ISOs within one year.

Overall Recommendations
• OEMs and suppliers should focus on increasing the value and reducing the cost of safety systems as customers expect a low price.
• With falling component prices and improved technology, OEMs and suppliers should work towards providing integrated ADAS systems. This will help in overall adoption of technologies.
• For further overall adoption of technologies, OEMs should look to offer their ADAS package by segment. For affordable vehicle models with simpler/more affordable systems, and for luxury models with more integrated high-end systems.

Key Questions This Study Will Answer

• What are the business environment and dynamics of the automotive industry, and what is the impact on ADAS?
• What are the safety strategies, especially advanced driver-assistance system strategies, of key Japanese OEMs?
• What are the key benefits, advantages, and disadvantages of adopting advanced driver assistance systems?
• What are the limitations or drawbacks of adopting advanced driver assistance systems?
• What are the pertinent indices to measure performance of adopting advanced driver assistance systems?

Table Of Contents

Table Of Contents

1. Executive Summary
2. Research Scope, Objective, Background, and Methodology
3. Definitions and Segmentation
4. Market Overview
5. Mega Trends and Industry Convergence Implications
6. Total ADAS Market
- External Challenges: Drivers and Restraints
- Forecasts and Trends
7. Adaptive Cruise Control (ACC) System Segment Breakdown
8. Lane Departure Warning System and Lane Keeping Assist System Segment Breakdown
9. Forward Collision Warning (FCW) System Segment Breakdown
10. Blind Spot Detection (BSD) System Segment Breakdown
11. Night Vision (NV) System Segment Breakdown
12. Parking Assist (PA) System Segment Breakdown
13. Market Share and Competitive Analysis—Total ADAS Market
14. Conclusions and Future Outlook
15. Appendix

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