What is the growth trend Continental has witnessed for the demand for ADAS tech in India?
Earlier, vehicles were just a mode of transportation and were only used to commute from point A to point B. Today, vehicles have turned into mobile living spaces, People now expect a lot more from their vehicles when stuck in traffic or during leisure drives. With time, people now expect their vehicles to provide them comfort and safety like their homes which has turned today’s vehicles into ‘computers on wheels’
With greater awareness, the demand for advanced technologies like ADAS has increased in emerging markets like India. Continental has been at the forefront of developing and innovating technologies that cater to the needs and demands of the local market. Keeping in mind the demands of the customers, technological upgradation has become the key to Continental’s growth in the market. The increase in the demand for vehicles incorporated with the latest features and technologies has positively affected the demand for sophisticated technologies like ADAS in the country.
With Continental’s “In the Market, For the Market” approach, Continental is localizing the entire value chain from marketing and R&D to design, according to the requirements of the local population. Our pursuit to improve technology has been consistently on the rise especially pertaining to Anti-lock Braking Systems (ABS) and Electronic Stability Controls (ESC). ADAS is another technology where we are making rapid strides.
ADAS has now trickled down from only luxury cars to mass-market cars to a certain level. Do you think ADAS features will become a norm in entry-level cars in a price-sensitive market like India?
India is a growing automotive hub and is currently the fourth-largest automotive industry in the world. The automobile industry is one of the most important drivers of economic growth of India and one with high participation in global value chains.
Advance Driver Assistance Systems are the future and the automotive industry in the country is working towards developing advanced technologies that can be adapted to the needs of the Indian market. Earlier such technologies were restricted to the premium segment cars but with growing awareness and changes in legislation, people want their vehicles to be safer. Thus, automotive manufacturers should be at the forefront in developing safety technologies for everyone.
Continental believes that safety is for everyone, and the Technical Centre India (TCI) is now working on developing affordable ADAS solutions based on Radar and Camera technologies for emerging markets like India. These solutions enable end users to functions like Parking Assit, Emergency Braking (EBA), Adaptive Cruise Control (ACC) etc that provide safety and comfort features to the driver and are specially designed for Indian roads. These ADAS features have trickled down from luxury cars to mass-market cars in developed economies and India will also experience such technologies in entry-level cars as well.
At Continental, we are optimistic and develop these technologies to fulfill our industry-wide approach of “Vision Zero”, a future with Zero Fatalities, Zero Injuries, Zero Crashes.
What is the next big thing Continental is coming up within the field of ADAS? Are we likely to see ADAS tech in an entry-level passenger vehicle soon?
We are slowly witnessing the entry of ADAS into vehicles beyond the premium segment. The engineers at TCI, our Research and Development center in India, gain hands-on experience with advanced technology, allowing Continental to bring these technologies to India at affordable prices. India is a value-driven market, and exposure to such technologies assists Continental in fulfilling its vision of localization by providing the most advanced technologies to the Indian market that meet its specific requirements. Continental is developing low-cost sensors to ensure safety and comfort for the driver and passengers. Recently, Continental has developed technologies like Radar Sensors, Multi-Function Camera (MFC521) Rear facing cameras (RVS231) that have been molded according to the demands of the local market.
Radar Sensor – Continental’s latest generation Radar portfolio offers best-in-class performance at an affordable price point. These Radars can be mounted anywhere in a vehicle offering 360-degree coverage outside the vehicle. The team from TCI is heavily engaged in product development and also looks towards customizing the Radar solution towards specific and challenging Indian road scenarios.
RVS231 – RVS231 comes with one microcontroller and integrated functions and is mounted in the rear of the vehicle. The digital digicam is pre-established with a software program for emergency braking and pedestrian recognition. This modern product complies with the European NCAP, NHTSA, and IIHS protection standards, covering backwards/opposite driving scenarios, and enables precision braking functionality towards pedestrians to prevent ninety-five per cent of opposite crashes
MFC521 –MFC521(Multi-Function Camera) is a single-box product offering from Continental which has been designed to host multiple front-looking user functions (EBA, ACC, Lane Centering etc.). The Camera is designed to detect, recognize and classify a range of real-world objects like Car, Trucks, Pedestrian, Lane markers, Sign boards etc. which is then used to provide both safety and comfort features to the driver. The team from TCI is heavily engaged in the product development for all user functions for both Global and Indian Markets
How can automated systems, for example, lane change assist, improve safety on Indian roads considering that traffic ethics and sense of road use here are not by the book?
With rapid technological advancements being made in vehicles, the opportunities to reduce car accidents are increasing monumentally. In India, road accidents cause the death of over 1.5 lakh people and cripple more than 3.5 lakh annually and technologies like ADAS can be very beneficial that can automate, adapt and optimize vehicle systems and improve the overall safety of the vehicle.
It informs the driver in case of a problem, undertakes safety measures, takes temporary control of the vehicle if necessary, and has the ability to avert accidents and minimize collisions. Adaptive features can also aid in collision avoidance, integrate sat-nav/traffic alerts, warn drivers about potential obstructions, aid in lane departure and lane cantering, and provide navigational assistance via cell phones, adding to the overall driving experience. ADAS sensors used in Parking Assist enables the driver to park without turning their head back and forth repeatedly.
To strengthen the automated systems, everyone must collectively work towards investing in R&D to implement ADAS in the country. At Continental’s Technical Centre India, we have been rigorously studying Indian consumer insights and roads to further fortify India’s architecture.
Do you think increasing reliance on automated features can promote distracted driving?
ADAS is designed to prevent accidents or, at the very least, alleviate their consequences. The technology helps the driver perform his driving tasks and help him safely and effectively operate the vehicle. When the car is in automated driving mode, these intelligent sensors and detectors help in avoiding accidents caused due to human errors. The vehicle reacts faster than a human driver, and the technology entirely ignores implicit distractions, therefore, driving better than humans. ADAS technology thus aids in one’s driving practices rather than leading to distracted driving.
The endgame for ADAS is to be autonomous driving. Do you see this progression taking place in India as well?
Autonomous mobility is the future, and all automotive manufacturers are working towards it. Globally, autonomous mobility has become a reality but in India, this technology is still evolving.
As the modern car is becoming more and more connected, people have started demanding new and innovative features to make their cars more automated.
India is a cost-effective market, and engineers are working on molding the latest technologies to suit the Indian road architecture to ensure that the cost is not beyond the reach of the majority. Although these technologies are evolving in emerging markets like India, the country has its own set of challenges in terms of the adoption of autonomous technologies, especially for entry-level and mid-segment Indian cars. The development and introduction of affordable radar and camera solutions will pave the way for Continental’s ADAS technologies to penetrate the entry- and mid-segment passenger car market.
ADAS for two-wheelers | Continental TechDrive
ADAS for two-wheelers is an emerging sector. Continental also has tech in this field. What is the demand for ‘automated riding assist’ features? Will these be made available on motorcycles currently on sale in India?
Continental is committed to providing the most advanced safety solutions in India. With India being the largest 2-wheeler market in the world, it holds momentum for growth, and we need higher safety standards as they are more prone to accidents. The demand has grown rapidly for features like Automated Riding Assist (ARAS). At Continental, we have been supporting the demand by providing affordable and dependable safety technologies through our localization strategy. Continental has introduced various technologies for 2-wheeler safety including:
• The Blind Spot Detection (BSD) system uses a radar sensor to keep an eye on the rider’s blind areas in the adjacent lanes and can provide them with visual warnings if any cars are coming. The Lane Change Assist (LCA) feature warns the driver of potentially dangerous lane changes. Radar sensors mounted on the motorcycle’s rear scan the road area next to and behind it, alerting the rider if a lane change is not advised.
• The Forward Collision Warning (FCW) feature alerts the rider by providing a visual/haptic warning when the system detects a high risk of a collision with the vehicle in front using a front radar sensor.
• Rear Collision Warning (RCW) helps the driver avoid rear-end collisions with vehicles approaching from behind. The rear-mounted Radar sensor will alert drivers of following vehicles of the risk of a collision by rapidly flashing the turn signals.
• Adaptive Cruise Control (ACC) enables riders of motorcycles to enjoy a more tranquil and secure ride across long distances. This clever feature maintains a safe distance from the car in front while ensuring a comfortable ride. Even when traveling in an inclined posture, it uses a radar sensor to identify essential items in front of the vehicle and automatically adjusts the motorcycle’s speed.