New Delhi, May 12, 2026: India’s Advanced Driver Assistance Systems (ADAS) market is at an inflection point. Even as 70% of consumers report improved safety and 65% cite enhanceddriving convenience from ADAS, the technology’s path to mass adoption is being blocked not by a lack of awareness, but by a crisis of trust.
The CMR ADAS Survey 2026 — based on the voices of over 1,000 car owners and prospective buyers across India’s major metros — finds that nearly 70% of consumers believe current ADAS systems do not perform reliably in Indian driving conditions. In a market defined by unstructured traffic, poor road markings, and unpredictable environments, this trust gap is emerging as the single biggest barrier to scale.
According to Sourabh Pandey, Analyst – Industry Consulting Group (ICG), CMR, “Consumers clearly recognise what ADAS offers — improved safety, greater convenience, and a more confident driving experience. But recognition has not translated into trust. 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.”
Here are some key highlights of the study:
• Limited understanding remains a major barrier: Nearly 48% of consumers lack a clear understanding of how ADAS functions, weakening purchase confidence.
• Indian road conditions continue to challenge adoption: More than 50% believe existing ADAS systems are not fully suited to Indian driving conditions.
• The awareness-to-value conversion gap is significant: While awareness stands at 80% and purchase intent at 75%, only 15% are willing to pay a premium for ADAS features.
• Usage remains confined to controlled environments: Around 45% primarily use ADAS on highways, while only 20% actively use it during city driving.
• Perceived value and retail experience remain weak: 55% believe ADAS does not justify its additional cost, while 45% report never receiving a dealership demonstration of ADAS capabilities.
Despite these headwinds, the market trajectory remains strong. CMR’s Q1 2026 Passenger Vehicle Market Review reports that ADAS-equipped cars grew 49% year-on-year (YoY), with 91% featuring Level 2 systems and 4% advancing to Level 2+. Level 2 requires the driver to remain engaged at all times; Level 2+ allows limited hands-free operation under supervised conditions. CMR projects ADAS penetration to reach 10–15% by end-2026, driven by rising consumer expectations and a growing OEM focus on active safety.
“The next phase of India’s ADAS journey will be driven by feature democratisation, regulatory nudges, and OEM-led differentiation. ADAS will no longer be a premium add-on — it will become a core purchase consideration. Sustainable adoption will be determined by consumer trust in real-world performance — underpinned by cost rationalisation as ADAS cascades to mid-segment vehicles, and road infrastructure that the technology can actually read.,” added Shipra Sinha, Senior Analyst – Smart Mobility Practice, CMR.
