strategy & tactics
Advanced Driver Assistance Systems Enter a New Era How can businesses further expand into ADAS technologies, or add safety categories to their list of offerings? As the industry invites discussion, retailers discuss raising consumer awareness and finding a client base. WORDS BY ROSA SOPHIA
In mid-June, the first ever Live Across America: SEMA Detroit Virtual ADAS Forum and Vehicle Review took place online. Three hundred and fifty people attended the 2.5-hour conference. Attendees were invited to learn more about ADAS technologies—Advanced Driver Assistance Systems—and to address any issues or challenges related to this category. Safety organizations also took a big step in May to agree to common terminology for ADAS, bringing these technologies into a new era. John Waraniak, Vice President of Vehicle Technology with SEMA, said that until now, there were no common terms. Instead, he explained, “There were hundreds of terms just for lane departure warning, and hundreds of sensors that each of the OEMs were branding around what they wanted to call it. Each company branded safety because they saw it as a positive.” This continues to open up many opportunities for the aftermarket, Waraniak added. As these systems become required in vehicles, 12-volt shops can further expand the category—or begin expanding if they haven’t done so already—in order to ensure another revenue stream.
46 Mobile Electronics June 2020
Of the 280 million or so vehicles in the U.S. on the road today, 60 million of them are eligible for ADAS upgrades through the aftermarket, according to SEMA.
“Backup cameras are mandated,” he pointed out. “Of the 280 million or so vehicles in the U.S. on the road today, 60 million of them are eligible for ADAS upgrades through the aftermarket.” New Opportunities for 12-Volt Businesses Many businesses have remained open throughout the pandemic because they provide essential services. Not only is safety performance becoming a prerequisite, Waraniak said, “But from a SEMA perspective, it becomes a ‘cool factor.’ As people buy into ADAS systems and rely on them, it makes their vehicles much safer. It’s like the old racing adage: What was your best race? Often the next one.” One example of a “cool factor,” Waraniak noted, might be customized lane departure warnings. Instead of a dash indicator, a blue LED light can be
integrated with the side mirrors. These technologies have emerged from the racing world, according to Waraniak, who has over 25 years of experience in aerospace, as well as the automotive, racing and performance industries. Tomas Keenan of Top Class Installations, based out of Long Island, N.Y. decided to focus entirely on ADAS and fleet work. The company is remote-based and installs dash cameras, GPS tracking and backup cameras, with their main focus being Mobileye installations. “We head out and service the customer at their location,” Keenan said, “which is one of the reasons we’ve sustained and survived through COVID-19.” Keenan said now is a good time to get into the category. “I think it will continue to grow,” he added. “Especially since the new Mobileye is coming out. It’s a different program with different calibration.
