70 pc Indian drivers say ADAS improves safety: Report

A CMR report found that while awareness and interest in Advanced Driver Assistance Systems remain high among Indian consumers, concerns over reliability in Indian driving conditions and limited understanding of the technology are slowing wider adoption despite growing focus on vehicle safety

New Delhi: Around 70 per cent of Indian respondents reported improved safety and 65 per cent cited enhanced driving convenience from Advanced Driver Assistance Systems (ADAS), even as a crisis of trust, rather than lack of awareness, is preventing mass adoption of advanced driver assistance systems, a report has said.

Nearly 70 per cent of consumers said current ADAS systems do not perform reliably in Indian driving conditions, the report from CMR said.

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The firm projected ADAS penetration to reach 10–15 per cent by end-2026, driven by rising consumer expectations and a growing OEM focus on active safety.

The survey, based on over 1,000 car owners and prospective buyers across major metros, found that awareness stood at 80 per cent and purchase intent at 75 per cent, but only 15 per cent were willing to pay a premium for ADAS features.

Nearly 48 per cent lacked a clear understanding of how ADAS functions, weakening purchase confidence.

In a market defined by unstructured traffic, poor road markings, and unpredictable environments, a trust gap is emerging as the single biggest barrier to scale, the report noted.

“Consumers clearly recognise what ADAS offers — improved safety, greater convenience, and a more confident driving experience. But recognition has not translated into trust,” said Sourabh Pandey, Analyst – Industry Consulting Group (ICG), CMR.

“In India’s complex and unpredictable driving environments, consumers remain genuinely uncertain about how these systems will respond in critical moments. That uncertainty is the industry’s most pressing challenge,” he added.

Around 45 per cent respondents primarily use ADAS on highways, while only 20 per cent actively use it during city driving.

Around 55 per cent respondents believe ADAS does not justify its additional cost, while 45 per cent report never receiving a dealership demonstration of ADAS capabilities.

Shipra Sinha, Senior Analyst – Smart Mobility Practice, CMR said that the next phase of India’s ADAS journey will be driven by feature democratisation, regulatory nudges, and OEM-led differentiation.