JLR aiming to increase driver understanding of ADAS systems

23 August 2024

Poll finds some drivers are struggling to keep up with the new technologies with many unaware how their Advanced Driving Assistance Systems (ADAS) work

Survey* by JLR finds 41% of UK drivers are unclear how their Advanced Driving Assistance Systems (ADAS), such as automatic braking, work and can’t locate ADAS sensors on their car
Nearly a fifth of drivers unaware dirt, ice and other obstructions of advanced systems such as autonomous emergency braking and reversing collision detection, reduce effectiveness
DVSA updated its official guidance on ADAS in response to JLR's data**

Gaydon, UK. 23 August 2024: UK car manufacturer JLR is driving ahead with an initiative to increase driver awareness of critical advanced driving assistance (ADAS) systems, after its survey found many drivers are not clear about the technologies.

Latest vehicles are highly technologically advanced and now incorporate more ADAS features than ever before as standard, to support the driver, yet a JLR survey found 41 per cent of respondents are not clear what their ADAS systems do.

The survey also found large numbers of drivers do not realise safety critical ADAS systems, such as autonomous emergency braking or reversing collision detection systems can switch off when their cars’ sensors are obscured by dirt or other debris.

JLR has been working with the Driver and Vehicle Standards Agency (DVSA) to increase awareness and the DVSA has updated its driver guidebooks** and other literature with information about ADAS systems and is issuing public guidance to increase awareness of the issue.

Road safety in Europe has improved significantly in the last decade thanks in part to technological advances such as mandatory fitting of ADAS systems to new cars. However, it is vital that drivers learn about the systems fitted to their cars and how to operate and maintain them so that they work most effectively.

In addition to warnings in JLR vehicle handbooks, we are launching a drive to increase awareness about ADAS systems, and we are pleased the UK Government is taking steps to educate drivers in the UK about ADAS systems.

JLR Executive Director of Product Engineering, Thomas Mueller

Other survey findings include:

36% of UK drivers have experienced their ADAS sensors not working because they are dirty
20% do not plan to clean their car more often, even though it will ensure the ADAS sensors work effectively
22% of drivers do not clean their cars at least once a month

JLR’s next generation electric vehicles will be built on the NVIDIA DRIVE™ software‑defined platform—delivering a wide spectrum of active safety, automated driving and parking systems as well as driver assistance systems. Inside the vehicle, the system will deliver AI features, including driver and occupant monitoring as well as advanced visualisation of the vehicle’s environment.

Further information

Media Enquiries:

JLR Media:

E: jlrmedia@jaguarlandrover.com

T: +44 (0) 2475 361000

David Wrottesley

Global External Communications Manager

E: dwrottes@jaguarlandrover.com

T: +44 (0) 7846091167

Notes to Editors

*JLR commissioned global data and insights company Dynata to survey 2,000 people in the UK in July and August 2023, with a +/‑ 2% margin of error at a 95% confidence level.

Survey Base: UK drivers aged 18+ who have bought/leased a new or used car(s) (£15k+) in the past 3 years with ADAS features fitted (N=2,000).

Top ADAS features fitted according to survey:

Parking Sensors (89%)

Adaptive Cruise Control (75%)

Forward Collision Warning (74%)

Land Departure Warning System (69%)

Collision Avoidance System (65%)

Lane Change Assistance (63%)

**The Official DVSA Guide to Driving and the Official DVSA Guide to Better Driving. To find out more visit the Safe Driving for Life website.

Modern cars have a number of ADAS features fitted as standard to increase road safety including automatic emergency braking, collision warnings, intelligent speed assistance, driver drowsiness warning and lane keeping assistance.

These systems rely on a number of sensors and cameras positioned around the car, which can malfunction if obscured by dirt, ice or any other obstruction.

About the Reimagine Strategy

JLR’s Reimagine strategy is delivering a sustainability‑rich vision of modern luxury by design.

We are transforming our business to become carbon net zero across our supply chain, products, and operations by 2039. We have set a roadmap to reduce emissions across our own operations and value chains by 2030 through approved, science‑based targets. Electrification is central to this strategy and before the end of the decade our Range Rover, Discovery, Defender collections will each have a pure electric model, while Jaguar will be entirely electric.

At heart we are a British company, with two design and engineering sites, three vehicle manufacturing facilities, an electric propulsion manufacturing centre, and a battery assembly centre in the UK. We also have vehicle plants in China, Brazil, India, Austria, and Slovakia, as well as seven technology hubs across the globe.

JLR is a wholly owned subsidiary of Tata Motors Limited, part of Tata Sons.