Mahindra is poised to expand the integration of Advanced Driver Assistance Systems (ADAS) across its SUV range, capitalizing on the positive response garnered by the XUV700’s ADAS features.
ADAS technology has gained considerable traction among Mahindra SUV buyers, particularly within the XUV700 customer base. Although the exact numbers remain undisclosed, a significant portion of the over 100,000 XUV700 customers have chosen to equip their vehicles with ADAS capabilities. The XUV700’s ADAS suite encompasses functions such as lane keep assist, front collision warning, smart pilot assist, automatic emergency braking, adaptive cruise control, high beam assist, and traffic sign recognition.
Surprising Demand for XUV700’s ADAS
Rajesh Jejurikar, executive director and CEO of Mahindra’s automobile business, expressed his surprise at the popularity of the XUV700’s ADAS features. He highlighted that the top-tier XUV model has experienced remarkable success, with customers attributing their purchase decisions to ADAS. Jejurikar emphasized that ADAS aims to enhance customer comfort and safety, serving as a driving force for customers willing to invest in this technology.
It’s important to note that ADAS is not sold as a separate add-on; instead, it is bundled exclusively with the top-spec AX7 variant. This bundled offering could be influencing the demand for ADAS, as customers often lean towards fully loaded versions. Similarly, other automakers like Honda report high adoption rates for ADAS versions of their vehicles. However, in Mahindra’s case, as ADAS becomes more affordable and accepted, it is anticipated to feature in more of the company’s SUV offerings.
Expanding ADAS Implementation
Jejurikar expressed confidence in the future demand for ADAS technology, even in challenging Indian road conditions. Mahindra intends to incorporate ADAS into other vehicles in its portfolio, including upcoming models like the Scorpio N, the pickup version of Scorpio, the XUV300, and XUV400. Moreover, Mahindra hints at future SUVs being compliant with Level 2 Driving Automation standards as defined by the Society of Automotive Engineers (SAE). These standards mandate features such as brake, accelerator, and steering intervention, lane centring, and adaptive cruise control, while requiring driver supervision.
Challenges and Prospects for ADAS in India
ADAS technology, initially prominent in luxury cars, is gradually permeating mainstream vehicles. Despite enthusiastic customer adoption, seamless integration in India faces challenges due to chaotic traffic conditions and road infrastructure. Issues like recalibration and user misunderstandings are prevalent. Mahindra acknowledges these complexities, which extend to systems from various manufacturers, including their own.
While ADAS technology may not be flawless, when used correctly, it can contribute to making vehicles safer, even in the intricate traffic landscape of India.