Highway Driving Assist Global Market Report 2025

The highway driving assist market size has grown exponentially in recent years. It will grow from $4.47 billion in 2024 to $5.39 billion in 2025 at a compound annual growth rate (CAGR) of 20.6%. The growth in the historic period can be attributed to growing consumer demand for safety, rise of electric vehicles, growing consumer demand for vehicles with connected features, regulatory push for vehicle safety, implementation of regulations mandating advanced driver assistance systems (ADAS).

The highway driving assist market size is expected to see exponential growth in the next few years. It will grow to $11.2 billion in 2029 at a compound annual growth rate (CAGR) of 20%. The growth in the forecast period can be attributed to increasing penetration of semi-autonomous vehicles from luxury to mid-segment, increasing demand for driver safety, increasing attention to autonomous driving, growing investments for technological improvements, increasing traffic congestion. Major trends in the forecast period include adoption of AI and machine learning, enhanced sensor technologies, increasing integration of V2X communication, rising electric and connected vehicles, developments in automotive technology.

The forecast of 20% growth over the next five years reflects a modest reduction of 1.8% from the previous estimate for this market.This reduction is primarily due to the impact of tariffs between the US and other countries. This is likely to directly affect the US through tariffs on radar sensors, lane-keeping processors, and integrated software modules imported from Asia and Europe, disrupting the integration of L2+ ADAS features.The effect will also be felt more widely due to reciprocal tariffs and the negative effect on the global economy and trade due to increased trade tensions and restrictions.

The growth of the highway driving assist market is anticipated to be fueled by the rising adoption of autonomous vehicles. These vehicles, which operate without constant human intervention, rely on advanced sensor technologies, computer systems, and artificial intelligence for navigation and operation. Factors contributing to the increased demand for autonomous vehicles include advancements in artificial intelligence and sensor technology, significant investments from private and governmental entities to enhance transportation safety and efficiency, and a growing emphasis on technological innovation in the automotive industry. Highway driving assist systems play a crucial role in supporting autonomous vehicles by providing additional safety measures, improving navigation and decision-making capabilities, and enhancing overall driving efficiency. For example, projections from the National Association of Insurance Commissioners suggest that there will be 3.5 million autonomous vehicles on American roads by 2025 and 4.5 million by 2030. Additionally, the Institute of Electrical and Electronics Engineers forecasts that by 2040, 75% of all vehicles on highways worldwide will be autonomous. These trends underscore the significance of highway driving assist technologies in the automotive sector.

Leading companies in the highway driving assist market are continuously enhancing their advanced driver assist systems (ADAS) with innovative features to improve safety, comfort, and convenience for drivers. These innovations enable semi-autonomous vehicles to accurately detect and interpret their surroundings, making them safer and easier to operate. For instance, Ford introduced the next-gen Ford BlueCruise 1.2 in September 2022, an updated version of its hands-free ADAS that allows lane changes while driving hands-free. This system ensures safe lane changes by adjusting the vehicle's speed and position and automatically shifting the vehicle to provide more space when passing other vehicles.

In December 2022e, Aptiv PLC acquired Wind River for $3.5 billion, aiming to strengthen its software capabilities and expand its portfolio in autonomous driving and ADAS. Wind River, a US-based company specializing in platforms and tools for ADAS and autonomous driving technologies, adds significant value to Aptiv's offerings in this rapidly evolving market segment.

Highway driving assist is an advanced level 2 driving assistance system (ADAS) specifically designed for use on limited-access highways. This system seamlessly integrates features such as adaptive cruise control with stop-and-go functionality, technology for maintaining safe distances between vehicles, lane-centering assistance, as well as GPS data and route information sourced from the navigation system.

Key components within the highway driving assist market include cameras, radar systems, global positioning system (GPS) technology, and navigation system map databases. Cameras play a pivotal role in these systems by capturing visual data from the vehicle's surroundings. Operational techniques employed by highway driving assist systems encompass automatic emergency braking (AEB), pedestrian automatic emergency braking (PAEB), rear automatic braking, and blind spot intervention. The system offers multiple functions such as adaptive cruise control, lane-keeping assist, lane centering assist, and collision avoidance assist, catering to mid-segment and luxury vehicles. Various applications of highway driving assist systems span across automotive original equipment manufacturers (OEMs), fleet operators, transportation services, and individual consumers.

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report’s Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

The sharp rise in U.S. tariffs and ensuing trade tensions in spring 2025 are placing significant strain on the transport sector, especially in areas such as fleet maintenance and logistics. Increased duties on imported commercial vehicles, tires, and engine parts have driven up operating costs for trucking and freight firms, forcing them to either raise shipping rates or accept lower profit margins. Airlines and maritime operators are also under pressure, as tariffs on aircraft components and shipbuilding materials have pushed capital expenditures higher. Meanwhile, retaliatory tariffs in key export markets have weakened demand for U.S.-manufactured transportation equipment, further squeezing revenues. To cope, the industry is turning to fuel efficiency measures, alternative supply sources, and greater automation to manage rising costs while maintaining dependable service.

The highway driving assist market research report is one of a series of new reports that provides highway driving assist market statistics, including the highway driving assist industry global market size, regional shares, competitors with highway driving assist market share, detailed highway driving assist market segments, market trends, and opportunities, and any further data you may need to thrive in the highway driving assist industry. These highway driving assist market research reports deliver a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

Major companies operating in the highway driving assist market are Toyota Motor Corporation, Honda Motor Co. Ltd., Robert Bosch GmbH, Hitachi Ltd., DENSO Corporation, ZF Friedrichshafen AG, Qualcomm Technologies Inc., Continental AG, Magna International Inc., Aisin Corporation, Valeo SA, Texas Instruments Incorporated, Aptiv, Analog Devices Inc., Renesas Electronics Corporation, Autoliv, ON Semiconductor Corporation, HARMAN International, HELLA GmbH & Co. KGaA, Visteon Corporation, AVL, Veoneer, Mobileye.

North America was the largest region in the highway driving assist market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the highway driving assist market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.

The countries covered in the highway driving assist market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The highway driving assist market consists of revenues earned by entities by providing services such as adaptive cruise control, lane-keeping assistance, automatic emergency braking, and traffic jam assist. The market value includes the value of related goods sold by the service provider or included within the service offering. The highway driving assist market also includes sales of sensors, such as cameras, radars, and LiDAR, control units, actuators, such as steering and braking systems. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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