How Fleets Assess Advanced Driver Assistance Systems

You’ve probably heard a lot about Advanced Driver Assistance Systems (ADAS) lately. These safety technologies, like automatic emergency braking (AEB), lane-keeping assist, and blind-spot warnings, are designed to make roads safer and help drivers build better habits.

But not everyone feels the same way about them. While many fleets see ADAS as a smart investment, some drivers aren’t so sure. For example, automatic emergency braking is one of the least liked features because drivers feel it takes too much control away from them.

Still, these systems are becoming harder to ignore. Programs like the FMCSA’s new awareness campaign and potential rules from the NHTSA to require AEB in heavy trucks show just how important this technology is becoming in the industry.

So how do fleets decide if ADAS is the right move for them? Let’s get into it.

Understanding Driver Reactions to Safety Technology

It’s important to remember that, with systems like automatic emergency braking (AEB), the driver is always in control. As Dan Murray points out, drivers can still make the final decision… such as accelerating out of a situation if the truck starts braking unnecessarily.

But how drivers feel about safety technologies depends a lot on the specific system and how much they know about it. For example, most drivers appreciate road-facing cameras but strongly dislike inward-facing cameras aimed at them.

To address these concerns, many companies are reframing how they talk about these systems. Randy Obermeyer, vice president of safety and maintenance at Online Transport, shared that they use terms like "event recorders" to move away from the negative associations with words like "camera" or "video."

“Many drivers believe that the camera systems give the safety and operations departments a livestream look at what they are doing. That is not the case though.” Obermeyer explained. Instead, footage is only accessed in specific situations—like hard braking, unsafe following distances, or mobile phone use—when there’s a clear safety concern.

Interestingly, many drivers only realize their bad driving habits when they start using trucks equipped with safety systems. And one common issue is following too closely.

The Push and Pull of Driver-Assist Technology

When event recorders with in-cab coaching are turned on, frustration can set in quickly. As Randy Obermeyer explains, the constant alerts can annoy drivers—especially when the recorder keeps reminding them to maintain a safe following distance. However, for drivers open to feedback, these systems can encourage safer habits. By adjusting their distance from the vehicle ahead, drivers can reduce the alerts and enjoy a smoother ride.

Many drivers are shocked when they see video footage of their following distances for the first time. “In most cases, the driver had no idea they were that close,” Obermeyer noted. When following-distance alerts are paired with hard-braking alerts, the drivers who struggle most with these behaviors stand out. Fortunately, correcting following distance often naturally reduces hard braking as well.

Still, the demands of the job can make some drivers hesitant to promote active safety systems. Madeline Sullivan of Volvo Trucks North America points out that drivers often feel pressure to meet tight schedules and log as many miles as possible within their 11-hour daily driving limit. This can make them resistant to features that feel like they’re taking control of braking or following distance.

But perceptions are starting to shift. As more drivers experience the benefits of these systems in preventing accidents, the feedback loop improves.

The Current State of ADAS Adoption

The adoption of Advanced Driver Assistance Systems (ADAS) across the trucking industry remains a mixed bag. Dan Murray from the American Transportation Research Institute (ATRI) highlights that while some carriers are eager to share their experiences with safety technologies, others—often those not investing are noticeably absent from surveys and focus groups. With nearly 650,000 trucking operators in the U.S., getting a clear picture of adoption rates is a challenge.

In fact, ATRI is preparing a report on ADAS adoption, expected early next year. Industrywide data is scarce, as technology suppliers keep their sales figures private. Still, anecdotal evidence suggests that the last two years have seen adoption plateau or even decline. According to Murray, the economic recession in the trucking industry has made it harder for operators to justify major investments in safety technologies.

But during economic upturns, Murray predicts many carriers will revisit their technology purchase decisions. To support this, ATRI and other organizations have partnered with the Federal Motor Carrier Safety Administration on a program called TechCelerate Now. This initiative aims to familiarize drivers and fleet managers with safety technologies and includes tools like an enhanced return-on-investment (ROI) calculator.

The new ROI calculator, set to be tested next year, builds on a previous version by incorporating additional factors like opportunity costs and interest rates. It’s designed to provide a clearer picture of how safety technology investments can reduce accident costs and improve overall operations.

The Benefits of Early ADAS Adoption

Larger carriers have an advantage when it comes to adopting Advanced Driver Assistance Systems (ADAS). They can run pilot programs to test out different technologies and systems from various companies. By doing this, they can find the best solution before fully committing, allowing them to work out any issues and reduce costs over time. Smaller carriers benefit too, as they can wait a few years for the technology to improve and become more affordable.

According to Sudhive Nair from ZF North America, safety features like automatic emergency braking (AEB), forward collision warning, adaptive cruise control, and lane-keeping assistance are becoming more popular in the trucking industry. Right now, about 10-15% of trucks have these features, but with new regulations likely requiring AEB, adoption could rise to 25-30% by the end of this decade.

Fleets are looking at the return on investment (ROI) when deciding on these systems. They want to ensure the cost of adding these safety features is worth it in the long run. By preventing accidents, these systems can also help lower insurance costs and reduce overall expenses.