IN THE NEWS – Self Drive News
LeddarTech is a global software company founded in 2007 and headquartered in Quebec City, with additional R&D centers in Montreal and Tel Aviv, Israel. It provides innovative AI-based low-level sensor fusion and perception ADAS and AD software technology that generates a comprehensive 3D environmental model from various sensor types (camera, radar and LiDAR) and configurations.
LeddarTech’s solutions are designed to support OEMs and Tier 1-2 automotive suppliers. These solutions provide sensing and perception capabilities that help these companies meet their critical performance, cost and development time requirements. LeddarTech’s disruptive technology not only reduces risks but also accelerates development cycles, enabling faster time-to-market.
The company is responsible for several cutting-edge remote-sensing innovations, and has over 150 patents granted or applied for, all of which enhance ADAS and autonomous driving capabilities.
Self Drive News had a chance to learn insights on the industry with Pierre Olivier, Chief Technology Officer at LeddarTech. Pierre is recognized for his technical expertise as well as his vision. He has decades of experience in the development of high-tech products and is a well-known industry speaker at ADAS and AD technology events and conferences throughout North America and Europe.
What factors are fueling the projected expansion in demand for ADAS solutions?
There are many factors that influence the increased adoption of ADAS features on vehicles. The industry itself is being mandated by governmental legislation such as Euro NCAP 2025, GSR 2022 and NHTSA’s NCAP, and other such programs that are mandating, or rewarding, that vehicles be equipped with safety ADAS features. ADAS technologies enable functionalities such as automatic emergency braking, lane departure warning and blind spot detection, meeting these regulatory requirements. OEMs are also addressing the need to have competitive differentiation by adding more ADAS features, such as adaptive cruise control, which accordingly helps reduce the costs of such technology, making it more accessible across practically all vehicle models.
Consumers are also driving greater adoption as they demand safer vehicles, which can also help reduce their insurance costs as more companies provide incentives the consumer benefits from. Societal influences also affect the greater need for ADAS adoption. Greater safety features compensate for driver distraction and frustration often encountered due to the rise in urbanization, which has led to increased traffic congestion and higher risks of accidents. ADAS technologies help mitigate these risks by providing features like adaptive cruise control and traffic jam assist, making driving safer and less stressful in urban environments.
Advanced driver assistance systems rank as a key influencer in new vehicle purchase decisions. McKinsey values the autonomous driving mobility ecosystem market at US$ 300 – US$ 400 billion in the next decade and beyond. McKinsey Center for Future Mobility Consumer Insights published a report showing that 50% of respondents were willing to pay up to $9,999 for advanced highway autopilot systems. The inclination of consumers to purchase specific advanced driving assistance systems not only influences their initial decision but also affects their repurchase considerations.
At LeddarTech, we believe that ADAS can be even safer and more cost-effective, hence our efforts on developing AI-based low-level sensor fusion and perception software and products that enable OEMs to implement ADAS applications more efficiently, offering higher performance while also reducing hardware requirements.
Could you elaborate on the timeline for the adoption of SAE levels of autonomy (L1-L5 ADAS to AD)
For the past 20 years or more, industry experts have made predictions of when cars would become fully autonomous, and those predictions have not yet come to fruition. As I mentioned above, there are three key elements that drive innovation and adoption: the consumer, government legislation and the costs. Automotive makers must be convinced that the consumer wants and is willing to pay for innovative features, and the costs of the technology must be reasonable enough for them to democratize it across several models for it to be profitable.
We have reached that point; the consumer’s willingness to adopt and pay a premium for electric vehicles clearly indicates that they see value in innovation. As mentioned previously, consumers have now witnessed the benefits of more premium ADAS features and are now willing to pay for them. The next pivotal moment that all companies that develop ADAS and AD technology such as LeddarTech is to never stop making these safer and safer. Through our AI-based low-level fusion and perception software and products, we’re delivering high-performing, robust solutions that lower adoption costs for vehicle buyers and increase their trust and confidence in ADAS technologies, paving the way for enhanced ADAS feature usage in the future.
The demand for Levels 2 and 3 features is today. Strong consumer appetite and regulations are driving ADAS adoption.
How do you foresee the dynamics of the Chinese market evolving?
The dynamics of the Chinese market, particularly in the automotive sector, are undergoing significant transformations. Chinese consumers are demonstrating a strong interest in advanced driver assistance systems (ADAS) and autonomous driving (AD) technologies. Not only are we observing rapid development timelines, but also a swift pace of change in consumer behavior, with a noticeable openness to adopting new vehicle technologies. As a result, Chinese OEMs are introducing new vehicle tech at an increased frequency.
Chinese automotive manufacturers are not only focusing on their domestic market but also increasingly looking to expand internationally. At last year’s IAA Mobility conference in Germany, one of the largest automotive events globally, Chinese manufacturers were notably prominent, indicating their growing influence on the global stage.
See also: Revolutionizing ADAS: LeddarTech’s Latest Release
Furthermore, Chinese manufacturers are emphasizing cost reduction and accelerated time-to-market strategies. These approaches facilitate higher and quicker consumer adoption rates for new technologies such as ADAS and AD. To support this rapid development, companies like LeddarTech are collaborating with industry giants such as Texas Instruments and Arm, as well as local Chinese hardware producers like Black Sesame Technologies.
Together, we’re focused on delivering cost-effective solutions that accelerate ADAS adoption and contribute to enhanced road safety. We offer Chinese and global OEMs AI-based low-level sensor fusion and perception products that shorten development timelines and enable faster deployment of ADAS features.
Overall, the future of the Chinese automotive market looks to be one of continued innovation and expansion, with an increasing influence on global automotive trends.