SEMA News—May 2019
BUSINESS
By Mike Imlay
The ADAS Market
A Look at Who’s Making What in a Dynamic New Category
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Has your business felt the impact of the rapidly increasing number of advanced driver assistance systems (ADAS) coming into the market? If not, it’s just a matter of time, since the OEMs are racing to add a wide range of the safety-performance technologies to their latest platforms.
Consequently, today’s automotive consumers now regularly weigh such factors as active and passive collision avoidance, lane keeping, automatic emergency braking, blind-spot detection, backup cameras and parking assistance when making their purchase decisions. And, while doing so, many are also reflecting on the lack of such functionality in their older rides—creating a major aftermarket opportunity.
“ADAS is certainly an exciting and growing market today,” said Tony Frangiosa, president and CEO of InstallerNet, parent company to American Road Products. “The safety category is projected to be one of the aftermarket’s technology growth categories.”
Founded 12 years ago, InstallerNet is dedicated to the installation of aftermarket technologies for enterprise-level businesses and the development of new aftermarket ADAS products under the American Road brand.
“I think the ADAS category and a lot of its growth and driving definition is the result of several different things happening right now, one being the OEMs talking a lot about the technologies available in the safety space when you buy a new car,” Frangiosa observed. “That exposes the technology at a very high level, and what we’re trying to do is deliver new-car technologies to vehicles that are already on the road today. Several years ago, car ads were about horsepower and performance. Today it’s about technology.”
Frangiosa isn’t alone in his assessment. SEMA Market Research estimates the current value of the ADAS aftermarket at just under $1 billion and expects that dollar value to increase at a 9%–10% compound annual growth rate through 2021, when it will reach $1.51 billion. But with that growth will come challenges, many of which are already being felt by the collision-repair industry in particular.
“The reality is that ADAS is an industry-invented category,” said Ben Johnson, director of product management for Mitchell 1, a provider of information solutions for automotive professionals. “It includes all those things that help keep vehicles safe on the nation’s highways. Blind-spot monitoring, pedestrian detection, adaptive cruise control and emergency braking are just a few features that fit into that category.
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“Those features and the ADAS category have been evolving for more than 10 years. In fact, by 2008, considered to be the older end of the ‘aftermarket sweet spot,’ ADAS-related features were found on some mainstream as well as luxury models from 18 manufacturers. Those systems are already being attributed with having saved tens of thousands of lives through accident avoidance, and consumers generally really like them.”
The problem, said Johnson, is that the presence and positions of radar, lidar, cameras and sensors are highly variable across makes and models. Moreover, seemingly minimal adjustments to window glass, bumpers, wheels and tires and other vehicle assemblies or electronic systems can throw ADAS features out of compliance, exposing drivers and passengers to accidents—and repairers and installers to liability.
“Even unknowingly, a technician may shift a camera or radar unit out of calibration during the course of a component replacement or alignment procedure,” he noted.
Thankfully, suppliers are developing modern, up-to-date scan tools to initiate many of the calibration procedures specified by OEMs.
“In fact, a scan tool that supports ADAS and some time are all you need to calibrate many vehicles on the road today,” Johnson said.
In addition to technological barriers, the aftermarket is also facing marketing hurdles.
“The challenge for the ADAS category continues to be consumer awareness and that ADAS products are available to add to existing vehicles and not just new vehicles that come equipped from the factory,” said Joe Dentamaro, vice president for vehicle security at Voxx Electronics, which strives to continually educate its authorized dealers about the features and benefits of ADAS products.
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Like many of the larger mobile electronics manufacturers that have expanded into the ADAS category, Voxx also supports its dealers with local market awareness.
“We’ve developed new displays to help promote the category and products and have increased our advertising for the category,” Dentamaro said. “We are also a member of the Vision Zero group and continue to support organizations that promote the importance of this category
to consumers.”
The aftermarket currently specializes in passive ADAS technologies—devices that give audible, visual or tactile warnings to help drivers avoid accidents. By contrast, active systems that automatically take control of speed, direction or braking to avoid dangers remain the purview of OEMs—for now. But Shane Condon, Scosche Industries’ manager of automotive product development, expects that this too will rapidly change.
“While there are many segments of the driver-assist categories that appear to be impacted, there is still plenty of room for innovation to create new and improved solutions,” he said. “For example, backup cameras come to mind here—especially with the average vehicle on the road in the United States being 11 years old. Connected devices or driver-assist devices augmented by now-common tech in smartphones are a definite target area, especially with the anticipated emergence of 5G. As technology and electronics continue to mature and evolve, we expect to see more opportunities around OEM integration and add-ons of both passive and active ADAS systems.”
So who are the manufacturers already carving out a place in this dynamic new category? And what solutions are they bringing to specialty-equipment retailers, installers, repair professionals and, ultimately, consumers? In the following pages, SEMA News presents its first-ever safety-performance product guide, providing a glimpse of some of what’s hitting the market along with an expansive roster of who’s who among ADAS suppliers.
American Road Products/Pearl RearVision Backup Camera
American Road Products |
AT&T Harman Spark
AT&T |
asTech Remote Diagnostic Scanner Tool
asTech |
BlackVue DR750X-2CH
BlackVue |
BlackVue DR900S-2CH
BlackVue |
Brandmotion FreedomCharge Max
Brandmotion |
Brandmotion SummitView Jeep Wrangler Quad-Camera with DVR System
Brandmotion |
Brandmotion Transparent Trailer High-Definition Full Video Mirror and DVR
Brandmotion |
Brandmotion Radar Blind-Spot System With Cross-Traffic Detection
Brandmotion |
Brandmotion Trailer Rear Vision System
Brandmotion |
Car Mate USA d’Action 360 Dash/Action Camera
Car Mate USA/RAZO |
FenSens 100% Wireless Smart Backup Camera System
FenSens |
Cobra Drive HD Dash 2316D Dual-View Camera System With iRadar
Cobra Electronics |
Gentex/Voxx Electronics Full Display Mirror (FDM)
Voxx Electronics |
Hudway Glass
Hudway |
Pioneer ND-BC20PA Universal Rearview Camera and Kit
Pioneer Electronics USA |
Pioneer ND-BC2 Universal Rearview Camera
Pioneer Electronics USA |
Mitchell 1 ProDemand Driver Assist Quick-Reference Software
Mitchell 1 |
Rostra 250-8184 180-Degree Camera (With Digitally Corrected Image)
Rostra Accessories |
Rostra Quad-View LCD Monitor
Rostra Accessories |
Scosche 5.8-in. OBD GPS Combo Head-Up Display
Scosche Industries |
Rostra AHD Monitor and Camera
Rostra Accessories |
Scosche OBD-II Plug-and-Play Backup Camera/Monitor Kit
Scosche Industries |
Senzar Blind-Spot Detection Systems Senzar is an ADAS product line sold by Novus Radar Technologies after years of experience in designing, manufacturing and marketing products for automobile, recreational and commercial brands. Senzar systems are simple to install either DIY or through automotive shops. Senzar applications include taillights, motorcycle, recreational vehicle and trailer systems. Blind-spot features include coverage of left and right adjacent lanes, up to 75 ft. of range; automatic activation when the vehicle exceeds 15 mph; automatic lane-change alert when the turn signals are used in vehicles exceeding 15 mph; and alerts of left and right adjacent lanes with an estimated impact in less than 2 sec. Novus Radar Technologies |
Ventra VDR-600 Vehicle HD Dual CH Recorder
Ventra Technology |
Scosche OBD-II Plug-and-Play Backup Camera Kit with License Plate Frame
Scosche Industries |
Voxx Electronics ADVBSD20 Blind-Spot Detection Sensors
Voxx International Corp. |
Whistler D24RS Dash Cam
Whistler Group |
Voxx Electronics ACA800 License-Plate-Mounted Backup Camera
Voxx International Corp. |
Whistler MFU-440 Radar Detector Plus Built-in Dash Cam
Whistler Group |
Whistler WBU-2000 Wireless Front and Rear Auto Camera System
Whistler Group |
Yosky GoNav U08
Yosky Global |
Yosky says that its Q30 represents the newest generation in digital video recording in the form of a replacement rearview mirror. The Q30 offers high-resolution full-screen viewing, with both rear and forward views, as well as significant visibility enhancement in low light or obscured driving conditions. Yosky Global |
The following is a more extensive roster of manufacturers offering aftermarket safety-performance products.
Suppliers At-a-Glance | |
AAMP Global | Accele Electronics www.accele.com Rear cameras and rearview mirror displays. |
AerPro www.aerpro.com Rearview and front cameras. | AirPro Diagnostics www.airprodisagnostics.com Remote post-repair scan tool and ADAS calibration. |
Alpine Electronics of America Inc.
| American Road Products/Pearl Automation Inc. www.pearlauto.com RearVision technology with intelligent visual and audible obstacle alerts. |
asTech www.collisiondiagnosticservices.com Post-repair calibration equipment, including a remote diagnostic tool. | Asuka Autotronics www.asuka-mobile-tv.com ADAS radar sensors for blind-spot detection and telematics systems.https://www.psvt.com.cn |
AT&T | Audionics System Inc./Crux Interfacing |
Autoequips Tech Co. Ltd. | Autostar Electronics/Xiamen Autostar Electronics
|
Auto-i (Canada) Corp. www.auto-i.ca Parking sensors and rearview camera systems. | BlackVue www.blackvue.com Recording dash cameras. |
Brandmotion www.brandmotion.com Radar blind-spot detection, 360-degree cameras and OEM-level rear-vision systems. | Brvision Technology www.brvision.com Backup cameras and parking sensors. |
Cammsys Corp. www.cammsys.net Rearview and 360-degree cameras and ADAS systems, including driver status monitoring. | Car Mate USA/RAZO |
Chainstar Technologies Co. Ltd. www.chainstar.biz Microwave blind-spot detection systems. | Cobra www.cobra.com Radar dash cameras. |
Continental Automotive Systems Inc. www.vdo.com/usa TPMS sensors and service kits. | Cyber Concept Technology Co. Ltd./Cybcar America Drive Assist Technology www.cybcar.us Blind-spot detection systems. |
Denso www.denso.com Supplier of lidar, millimeter-wave radar sensor, surround monitoring ECU, driving assist ECU and ADAS locator technology. | Dynavin GmbH
|
E-Lead Electronic Co. Ltd. www.e-lead.com.tw 3-D around-view monitoring, lane-departure warning and blind-spot alert systems. | Everise Industries www.evervox.net AHD rearview and 360-degree around-view systems. |
FenSens |
|
Global Media Industry Group Co. Ltd. www.rearviewgps.com Car interior rearview mirrors with DVR, reversing display auto-dimming and navigation with iGo Primo. | Grace Tech Unlimited
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Gryphon Mobile Electronics/ Gryphon Electronics www.gryphonelectronics.com PowerAll jump-start power bank and Protruly night-vision safety camera system. | Guangzhou Candid Co. Ltd. |
Guangzhou PJ-AUTO Electronic Technology Ltd./Guangzhou PJ-Auto Electronic Technology Ltd. www.pjauto.com.cn All-round-view and rearview cameras, blind-spot detection systems and parking sensors. | Hanyang Information & Communications Co. Ltd./ADAS One Inc. www.adasone.com Provider of the HM310 camera system with digital tachograph technology. |
Hudway www.hudwayglass.com Head-up displays, both via an app and universal vehicle accessories. | Hyndsight Vision Systems www.hyndsightvision.com Custom-designed HD cameras and monitoring systems. |
Innovative Creations
| Integration Electronic Ltd. (Sintegrate)/Linkswell Automotive www.iekc.com In-vehicle safety, entertainment and integration products. |
JpanVista/JPP www.jpanvista.com Backup cameras and rearview mirrors. | LinksWell Automotive/Integration Electronic (Sintegrate) www.linkswellinc.com Multi-camera interfaces. |
MCY Technology Ltd. www.mcytech.com Surveillance technical systems, including mobile cameras, IP cameras, surround-view monitor systems and anti-fatigue driving systems. | Metra Electronics www.metraonline.com Solutions for adding cameras to factory radio systems. |
Mitchell 1, DBA Mitchell Repair Information Co. LLC | Mito Corp. www.mito-auto.com OE-grade automotive electronics, including Gentex auto-dimming rearview mirrors available with a rear camera and HomeLink displays. |
Mobileye www.mobileye.com Active OEM and passive aftermarket ADAS systems. | Newest One Tech Co. Ltd. www.newest-one.com HD heavy-duty cameras and quad monitors, AHD quad monitors and a radar object-detection sensor. |
Pyle Audio Inc.
| Rostra Precision Controls www.rostra.com Customized and universal electronic aftermarket cruise-control systems and automotive parking assists. |
Rockford Fosgate www.rockfordcorp.com Backup cameras, license-plate cameras, tailgate cameras, wireless backup cameras, blind-spot monitors and park assist systems. | Scosche Industries
|
Shenzhen Aotop Electronic Industrial Co. Ltd. www.aotop.com Onboard monitors, rearview cameras, rearview mirrors with GPS navigators and 1080p HD multimedia playback. | Shenzhen Xiaofeida Electronic Co. Ltd. |
Sony Electronics www.sony.com/xplod Mobile electronics, portable navigation units, car audio and accessories. | Steelmate Co. Ltd. www.steelmateusa.com Car security systems, TPMS, driving video recorders and parking-assist systems. |
Stonkam www.stonkam.com Driver-fatigue monitoring and 360-vision systems. | Thinkware www.us.thinkware.com Dashboard camera technology and related accessories. |
TDJ Australia Pty. Ltd. www.aerpro.com/products Backup cameras and dash cams. | Toppking Electronics Ltd. www.blindspotsolution.com Blind-spot detection systems, parking sensors and car security integration. |
Ultronix Products Ltd. www.ultronix.cn/en/index.asp Parking sensor systems and cameras. | Ventra Technology www.ventrainc.com HD vehicle video recorders and backup cameras. |
Vision Automobile Electronics Industrial Co. Ltd. www.visionsecurity.com.tw Lane-departure warning, parking assist, blind-spot detection and forward-collision warning systems. | Vision Tech America Inc.
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Voxx International Corp. www.voxxelectronics.com Blind-spot detection, wireless cameras, smart rearview mirrors and backup cameras. | Voyomotive LLC |
Waylens Inc. www.waylens.com Waylens Horizon 360-degree dash camera system. | Whistler Group www.whistlergroup.com Radar dash cameras with built-in GPS and Wi-Fi. |
Yosky Global LLC/Yosky www.yoskyglobal.com Electronic automotive mirrors with forward- and rear-facing cameras and articulated DVRs. |