Just got back from the Automotive Testing Expo in Stuttgart, where we had a pretty busy three days. As I expected, our increasing focus on ADAS probably took up 50% or more of the conversations we had on the stand. It’s got me thinking about just how the manufacturers market their new models these days.
It wasn’t too long ago that just about every advert you saw for a new car – TV or print – concentrated on speed and handling. Excitement. Sportiness. But that’s all changed, partially through legislation and political correctness, but also because the sheer volume of regulations – each generating a new acronym – that must be adhered to when developing a new car. Given that we sell equipment for developing the systems that keep people alive, either by accident avoidance or crash protection, we need to be ahead of the curve. Or at least on it.
Stuttgart was full of the current buzz acronym: AEB. Autonomous Emergency Braking. It’s not all that new in terms of concept or even practical application, but the reason so many test engineers mentioned it to me is because of the forthcoming NCAP star rating itinerary. For 2014 there’s going to be a new generation of cars being launched, all with AEB, because Euro NCAP won’t hand out five stars unless they have it. Next year AEB is only necessary for collision mitigation, but for 2016 it will also be for pedestrian protection.
The full NCAP ratings report can be found here.