Advanced driver assistance system (ADAS) functions are usually first used in luxury cars, and as costs decrease, they will gradually enter mass production vehicles after a few years.
But PSA Peugeot Citroen has not adopted this business model. Although this is a French company, PSA has an American-style originality and found a cheaper and creative solution to the problem instead of waiting for the market to specify the answer. For several years, PSA has proven that it can develop cheap ADAS solutions in ways that other brands have not used.
Because OEMs usually package driver assistance systems with other functions, it is really not easy to calculate the prices of these systems. Luxury car manufacturers can charge extra fees, knowing that their customers will definitely pay. In addition, most driver assistance systems must communicate and interact with other automotive systems, brakes, collision avoidance systems, and driving systems, further blurring the cost line.
That said, when PSA chose its driver assistance system, it was clearly intentional to drive down its costs.
Start
From the beginning, PSA emphasized low cost and put performance in a secondary position. For example, the infrared lane departure warning system was used instead of the camera-based system.
PSA chose to use infrared for two reasons. First, it claims that unlike cameras, infrared performs well in harsh environments such as nighttime, foggy weather, and heavy rain, although the system does not work when the road is covered by snow or ice.
However, the real reason is cost. Infrared sensors are cheaper than camera-based systems, which not only contain sensors, but also software with complex algorithms and additional electronic control elements. These factors make the already high system cost further increase.
Ironically, although this solution is not expensive, it is not seen in other cars. PSA owns the intellectual property rights of the system and has not provided authorization to other car manufacturers.
Go hand in hand
Another example of PSA's innovative ADAS products is the Peugeot Distance Alert system.
Adaptive cruise control (ACC) is one of the more expensive driver assistance systems on the market. Traditional ACC includes radar, additional ECUs, software, and communication capabilities with other automotive systems such as acceleration and braking. The anti-collision system adds another layer to the cost of the system.
PSA once again saw the opportunity, the company wanted to provide customers with a system similar to ACC, and its price is lower than the general ACC. The company chose a middle way to provide similar functions, but did not apply automatic control to the driver. When the distance is less than the safe distance set by the driver, the system will warn the driver.
Similar to the infrared system, more recent creative examples can be found on the new Citroen C4 car. For the first time, PSA will equip cars with blind spot detection.
To avoid the additional cost of adding radar sensors, PSA partnered with Bosch to switch to ultrasonic sensors. As mentioned earlier, radar sensors are very expensive. Bosch installed a sensor on the side mirror and a rear panel of the car, forming a detection range of 9.8 feet (3 meters) on the side and back of the car. It can work at speeds of 6 to 87 miles per hour (10 to 140 kilometers per hour).
ADAS is for all cars
ADAS was previously only available in luxury cars, and even ultrasonic parking systems initially appeared in luxury cars. But as usual, after reaching economies of scale, the price of these systems has dropped, and driver assistance systems have begun to enter large numbers of cars.
Take Ford as an example, the new Ford Focus fully adopts ADAS technology. This was difficult to achieve five years ago.
A considerable number of car manufacturers and suppliers have said that if the price of radar sensors drops to more than $ 100, various cars will use these sensors. In fact, these sensors are now beginning to appear in high-volume cars, even if it takes a long time. Depots know that time is not their friend, and most customers want new technology to be used immediately in their cars, especially when it comes to safety. Patience is not an advantage at this time.
As far as PSA is concerned, the company can't wait and noticed the customer's voice. PSA did not wait for the slow spread of technology, but took the initiative and found creative solutions, which won praise for it.
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