Approaching ADAS: From Customer Perception to Customer Experience
It’s no secret that vehicles equipped with Advanced Driver Assistance Systems (ADAS) are available on dealership lots nationwide. However, while the industry keeps innovating and releasing more available features, consumer acceptance isn’t happening as quickly as one may think. Which begs the question – how do drivers actually feel about ADAS?
While the growing list of available safety features is sought by over half of drivers, many have a complicated perception of ADAS and its benefits. In fact, as many as 70% of drivers even disable them.
These statistics, along with the newly conducted consumer research detailed in CCC’s 2021 Crash Course Midyear Report, give auto manufacturers a great deal to consider.
Despite the many drivers who wanted ADAS features when purchasing their current vehicle, only 20% begin the buying process seeking out an ADAS equipped vehicle. And while an overwhelming 84% of drivers feel all ADAS features promote safe driving, many also feel that certain features can actually increase the chance of an accident.
This may point to a challenge many OEMs could face – as they invest in building and improving safety features for their vehicles, how do they convey their value? Of the drivers that turn off their features, the top reasons for doing so include a belief that the features were not working properly, the noises/lights were distracting or that the technology was simply not needed – each a factor to address.
CCC research also revealed that it is not uncommon for there to be some level of resistance to a new feature or technology. The seatbelt is an example of this hurdle. It took years, many public safety campaigns, and the passage of state laws to get the majority of drivers to reach for the seatbelt every time they entered a car. Should some ADAS features become regulated in the future, it’s important to understand driver concerns sooner rather than later. A clear understanding of customer mindset is key to building the trust necessary for adoption.
CCC’s in-depth look into driver perception can help inform auto manufacturers’ decisions about how they communicate with their drivers regarding included safety features and optional add-ons, as well as how to ensure they are allocating the appropriate amount of resources and budget to future development.
Connected technologies can also play a key role in understanding ADAS usage and impact. The ability to constantly capture and share actionable insights with OEMs can offer a window into how people drive and how ADAS affects collision frequency and severity. Benefits can extend to the insurer side where more visibility, including better ability to determine if features are active or turned off at the point of collision, can provide additional clarity during the claims process. And with a unique set of ADAS features present in a variety of vehicles, quote-seeking drivers may also find it helpful to share specific vehicle details with an insurer in hopes of securing a lower insurance premium. OEMs who see the value in facilitating this data share may find it becomes yet another opportunity to enhance the customer experience for their drivers.
Beyond this, in the event of a crash, the presence of ADAS has added a new layer of complexity to repairs. As more technology is embedded into cars, the cost of the average repair goes up. This means fender benders are no longer just that. Damage to a bumper could require a backup camera replacement, or damage to a sideview mirror may impact blind spot detection capabilities.
This complexity creates a unique post-collision moment of opportunity for the manufacturer. As shown in this infographic, not only can connected technologies allow a manufacturer to offer support in the difficult moments following an accident, but they can help simplify a customer’s next steps – from initiating a claims process with their insurer to helping navigate the path to repair.
The technology exists for OEMs to extend a branded, individualized approach to the repair experience and help their drivers locate nearby repair shop options, which could include certified repair facilities.
Selecting a repair facility is a simple decision with major impact since when it comes to ADAS, high customer expectations cannot be ignored. When features are impacted after a small collision, 81% are likely to bring their vehicle in for repairs, and proceed with those repairs even if it results in higher costs. Quality and reliability are high on the list with nearly three-quarters of drivers expecting ADAS to work just as well as it did pre-collision.
Repair complexity is also having an impact on connected diagnostic scanning. According to Statista, the average vehicle generates more than 100M lines of code. Since 2017, CCC has seen a 900% increase in repair facilities’ use of Diagnostics scans. This technology – and the ability to access OEM repair methods easily in the cloud – is becoming critical to help simplify scans and help technicians properly analyze and assess ADAS repairs.
ADAS is impacting decision making for both OEMs and their customers. It’s changing experiences both on the road and within the vehicles themselves. It’s amplifying the need for precise data analysis and clear communication. There is much to be gained as OEMs continue to learn the broad impact of ADAS and the opportunities surrounding it. The time is now to develop more positive experiences and meaningful engagement, helping contribute to increased lifetime value and brand loyalty.
Insights and analysis on the impact of ADAS within the industry can be found in CCC’s 2021 Crash Course Midyear Report at cccis.com/crash-course-2021.
Learn how CCC can help OEMs at cccis.com/auto-manufacturers.