ADAS has moved from 'nice-to-have' to 'expected' across India's flagship models and select mainstream cars in just a few model cycles. Level 2 ADAS partial automation systems are rising rapidly, with many new vehicles proactively offering ADAS as a market differentiator rather than responding to regulatory requirements.
Mahindra's early introduction of ADAS in the premium SUV segment, combined with digital cockpits, has set consumer expectations across India. Advanced Human Machine Interface (HMI) featuring large screens, connected services, and safety/semi-autonomous driving has become a key differentiator, expanding beyond luxury models to mainstream brands.
Level 2 ADAS systems have expanded rapidly in India, growing 70.8% in H1 2025 to capture a 5.6% market share. Meanwhile, Level 1 ADAS—also relatively new to the industry—showed a downward trend, declining to 2.1% share from 2.5% in H1 2024.
Top features like overtaking sensors (9% penetration), collision warning and autonomous lane control (8% each), pedestrian avoidance (7%), and adaptive cruise control (6%) appear on popular models from automakers such as Mahindra and Hyundai–Kia. Most implementations are Level 2 (driver-in-the-loop).
EVs are significantly ahead in integrating ADAS, with a penetration rate of 36.4%. This is a strong indicator that EV manufacturers are prioritising safety and automation as core features. EVs are often designed on modern platforms that support seamless integration of hardware-software, faster feature deployment, and better scalability for future autonomous driving capabilities. This makes them ideal for tech-forward innovation.
ADAS adoption is price-sensitive, but also segment-driven. In the sub-₹1.0 million (<US $11K) category, ADAS adoption is minimal—just 1.4% in ICE vehicles and 0% in EVs—highlighting affordability constraints and limited availability of advanced features in entry-level models.
In the ₹1.0–₹2.0 million (US $11K-$23K) price segment, ICEs dominate ADAS adoption at 55% versus 11.8% in EVs. However, in the premium segment above ₹2.0 million (US $23K), the trend reverses, with ADAS penetration soaring to 88.2% in EVs compared to 43.6% in ICEs, showing premium EVs are positioned as tech-rich offerings. As EV prices continue to fall and technology becomes more accessible, we may see ADAS trickle down into more affordable EV models too.
Many new vehicles launched with ADAS tech, growing from 241 versions in H1 2024 to 434 versions in H1 2025—an 80.1% increase. SUVs lead the expansion with 14 new models, and this segment grew 29.9%, followed by sedans at 19.5% growth led by Honda City and Amaze. Premium hatchback and Mini MPV segments also expanded with new models including MG Windsor and KIA Carens Clavis with ADAS capabilities.
ADAS adoption is rapidly expanding across price segments. The ₹2.0–₹2.5 million (US $23K-$25K) range saw a 146% surge in volume share, with versions jumping from 44 to 157. The ₹1.5–₹2.0 million (US $17K-$23K) category nearly doubled its ADAS-equipped offerings, signalling deeper market penetration. Even the premium >₹3.0 million (>$34K) segment saw modest growth.
Mahindra emerges as the fastest scaler, achieving 28% penetration (+192.4% YoY), proving ADAS success with the launch of Thar ROXX to XUV 3XO, mass-market SUVs. Mainstream Korean OEMs Hyundai and Kia with 13.6% and 10.2% share shrank, with declining penetration of -18.3% and -15.2%.
Honda (42.6%) remains the top leader in the sedan segment, but growth declined by -13.7%. Jeep enters strongly at 26.5% penetration from volumes from Meridian, Wrangler and Grand Cherokee. MG (16.7%) expansion is driven by Windsor and Hector, however it contracts despite early adoption. Tata (2.3%), Toyota (1.6%), and Volkswagen (1.3%) remain laggards during the same time.
Hyundai Creta leads India's Level 2 ADAS market in H1 2025 with a 16.6% share. Over 60% of its ADAS-equipped versions fall in the ₹1.0–₹2.0 million (US $11K-$23K) range, balancing affordability and tech. Meanwhile, Thar and XEV9E debut strong, targeting premium buyers. Models like Seltos, Elevate and City have seen steep declines in ADAS market share.
Consumer preference for ADAS models differs from region to region. In China, ADAS expansion with Navigation on Autopilot (NOA) rises as consumers want ADAS to help in traffic assistance, while consumers in Europe look for ADAS for highway driving.
India's road environment is dense, diverse, and often under-marked. This means ADAS here will not (and should not) copy-paste Western or Chinese playbooks.
Indian use cases for ADAS are still in early stages. Tech-savvy consumers focus on feature-rich and tech-forward vehicles and often compare them with global products. This technology is expected to enhance highway driving for convenience and safety. However, OEMs need to increase awareness of this safety system and how to use it properly.