ADASAutonomousConnected Driver

Continental forays into Asian market with new ADAS business unit

Published: September 02, 2016 

Continental develops the necessary components and systems for automated driving all over the world, in Europe and the USA, in Japan and in China – and 2014 saw Continental receive permission to test its automated driving systems on public roads in Japan for the first time. 

Asia remains the number one growth market for the automotive industry – and the numbers are impressive: Over 50 percent of all vehicles produced worldwide come from Asian car manufacturers and approximately 30 percent of all vehicles manufactured worldwide come from Japanese automakers car manufacturers.

Ahead of the 2020 Olympic Games in Tokyo, Japanese vehicle manufacturers are also amongst the automotive companies that are pushing the development of innovations in advanced driver assistance systems (ADAS) and automated driving. The Advanced Driver Assistance Systems business unit of the international technology company Continental is also profiting from the dynamics in Asia.

Continental began research on driver assistance systems 20 years ago – and today the company is ideally positioned thanks to its core skills in assisted and automated driving, such as cameras, radar systems, high-resolution laser sensors, electronic control units and software.


Karl Haupt, Head of the Advanced Driver Assistance Systems business unit, said: 

Advanced Driver Assistance Systems is our strongest growth area. This year we will achieve sales of well over one billion euros thanks to our surrounding sensors. In 2020, we expect to exceed two billion in sales, which equates to a further doubling in just five years. Much of this sales growth is driven by Japanese manufacturers – but we still see strong growth potential in China and with Chinese OEMs. We expect to achieve around one billion in sales with Asian OEMs by 2018.

The company is particularly focusing on strengthening the development of local capacities through the transfer of increased responsibility, competence and know-how. In Japan alone, the number of development engineers has quadrupled in the past three years. All Japanese manufacturers are also managed directly from Japan.

One core element of Continental’s strategy is a high degree of localization – “in the market for the market.” To meet the growing demand of Asian vehicle manufacturers for surrounding sensors, production of short-range radar sensors was launched in Calamba in the Philippines towards the end of 2015. Short-range radar sensors perform functions like Blind Spot Detection, Lane Change Assist and Rear Cross Traffic Assist.

Driving forces include legal requirements, but the customers’ demands for more safety and comfort are also of key importance. Additionally, the production of the Multi Function Camera with Lidar will be launched in autumn this year. The plan is to produce over ten million short range radar sensors and one million camera systems in Calamba in the future.

The key to “zero accidents” is the development from assisted to automated driving. Advanced driver assistance systems are already helping to prevent accidents, or at the very least to mitigate their consequences. They help the driver to perform his driving tasks and assist him in the safe and efficient operation of the vehicle.

Source: Continental


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