Overselling driver assistance tech endangers brand reputation—and lives

The arrival of Advanced Driver Assistance Systems (ADAS) has transformed the automotive industry. Where once such seemingly simple safety innovations as the airbag and the seat belt were regarded as little more than optional extras, today’s technological advancements have seen growing adoption rates of electronic safety systems. However, while over the last decade this progress has been positive, the rate at which the industry is evolving is creating an uncomfortable environment.