Are we misusing life-saving vehicle technology?

Advanced Driver Assistance Systems (ADAS) are some of the most effective tools we have that make our roads safer. Yet many drivers still don’t know how to use them, creating a missed opportunity to avoid devastating collisions.

Data suggests this problem is one of education, not innovation, with research showing drivers are keen to use technology – and would even pay more to have it.

But somewhere along the way, the message is slipping through the cracks.

What is ADAS and how can it help us?

ADAS refers to a variety of technologies implemented into road vehicles which are designed to prevent or reduce the severity of collisions. These include automatic emergency braking (AEB), lane keep assist (LKA) and driver attention alerts.

Taking the research at face value, the statistics show the safety benefits of these technologies are undeniable.

In 2022, The Parliamentary Advisory Council for Transport Safety estimated that equipping all vehicles in the UK with ADAS and other similar safety features could prevent 1,700 deaths and 15,000 serious injuries saving an estimated £7 billion over a 16-year period.

Clearly these systems are not about unnecessary bells and whistles. Activated and used appropriately, it is potentially life-saving technology.

The issue: education, not access

Unfortunately, despite the promise of ADAS, its potential appears to be undermined by a lack of understanding by the general public.

The Brake and Direct Line Safe Driving Report on Advanced Driver Assistance Systems confirms:

• 58% of drivers did not know what automatic emergency braking was.
• 67% were unfamiliar with intelligent speed assistance.

Further findings from the Brake & AXA UK joint survey in December 2023 revealed:

• Only 36% of respondents knew what safety features their own vehicle had.
• A worrying 41% admitted to switching off safety features because they found them “annoying” or simply did not understand how they functioned.

It is also recognised the vehicle’s interface design can play a role. Modern car touchscreens are often criticised as distracting and complex.

A recent article by The Times stated drivers took up to 20 seconds to perform basic actions like switching off a safety feature or using the in-car navigation. That’s more than enough time for serious collision to occur.

What needs to change?

If we want these systems to live up to their purported potential, education must catch up with innovation. The good news? Many drivers are open to this change.

According to one survey, 83% of drivers said they would expect safety features such as semi automatic emergency braking to be fitted as standard in all new vehicles, and a separate study found more than half (63%) of respondents would be willing to pay more to have safety features in their next car. This shows that, as long as the public understands the technology and its benefits, there is a clear desire for smarter, safe vehicles.

When drivers understand how ADAS works, they’re more likely to trust it, leave it activated, and benefit from safer roads. However, to meet this demand and unlock the benefits of ADAS, we need a greater emphasis on driver education.

Education must be provided at multiple points in the driver’s journey:

• Driving instructors and examiners should include ADAS awareness as a standard part of training.
• Manufacturers and dealerships should ensure drivers are fully briefed on what systems are included and how to use them effectively when they collect a new vehicle.
• Public safety campaigns should go beyond promoting the existence of safety tech and instead focus on practical, accessible explanations.
• Perhaps most importantly, carmakers must prioritise vehicle interfaces that are user-friendly and avoid overwhelming or distracting drivers to the point they switch the technology off entirely.

When these efforts are aligned, we can bridge the gap between innovation and understanding to ensure these life-saving systems fulfil their true potential.

What happens when ADAS is misunderstood or ignored?

Whilst ADAS is there to prevent road traffic collisions, it does not absolve drivers of responsibility.

Even if ADAS is alleged to have contributed to an incident (such as lane-changing technology activating when it was unsafe to do so) drivers are expected to remain vigilant and take control to prevent a collision occurring. This liability position may change when we start to see autonomous vehicles arrive on our roads.

Only in very rare cases where the system fails entirely, and the driver could not have avoided the collision, will the manufacturer be held liable.

Ultimately, despite ADAS being present in vehicle, the driver retains primary responsibility.

Acceptance and education

ADAS technologies are already saving lives and avoiding injury. But they can’t reach their full potential until drivers understand how to use them properly and accept them as a safety tool.

Without widespread acceptance, the life-saving benefits of ADAS are being wasted and without driver education, we won’t have acceptance.

The priority now is clear: more knowledge, more training, and more trust in the systems that are designed to protect us.

If we are to save more lives, education should not be optional, but essential.