The rising demand for autonomous vehicles is encouraging automakers to integrate new technologies such as ADAS, vision sensors, automotive controls, etc., which will support the North America automotive camera market growth. The increasing government regulations regarding vehicle safety are leading to the adoption of these components. According to the NHTSA, automotive fatalities in the U.S. killed approximately 40,000 people in 2017 (estimated), which is a concerning factor for regional road safety. The U.S. government has mandated the installation of backup cameras in all vehicles from May 2018, which is adding up to the industry growth. The North America automotive camera market is hindered by a high level of thermal noise generated from these cameras deployed in various ADAS applications. High electrical & thermal noise degrades the sensor image quality and reduces system performance.
The autonomous vehicles allow driverless transportation, ensuring the safety and comfort of the users, further supporting the North America automotive camera market growth. For instance, in March 2018, The U.S. Department of Transportation held a session on the self-driving and autonomous vehicles that further supported testing and implementation on the country roads. The new passenger & luxury vehicles are integrated with mono & stereo vision systems for front view, rear view, side view, and interior systems, which will aid drivers to gain better viewing of the vehicle’s environment and eliminate accident possibilities.
The growing implementation of ADAS in autonomous vehicles is an opportunity for North America automotive camera market players. These companies are integrating ADAS and camera modules into vehicles to provide increased safety & comfort to the passengers. ADAS & safety systems are gaining popularity in the commercial vehicles segment owing to the road fatality reduction initiatives in the region.
The major players operating in North America automotive camera market include Denso Corporation, OmniVision Technologies Inc., Aptiv PLC, Continental AG, Clarion, Magna International, Mobileye, and Hitachi Automotive Systems Ltd. These players are adopting various strategies such as mergers and acquisitions, investments in the R&D, partnerships, and collaborations to strengthen their position in the North America automotive camera market. For instance, February 2018, Continental AG announced its partnership with NVIDIA Corporation to create AI self-driving vehicle systems built on the NVIDIA Drive platform.