AVAS Market by Propulsion Type, Vehicle Type (Passenger Cars, Commercial Vehicles), Electric 2-Wheeler (E-scooter/Moped, E-motorcycle), Sales Channel, Mounting Position (Integrated, Separated) and Region - Global Forecast to 2030
[231 Pages Report] The global AVAS market was valued at USD 1.2 billion in 2024 and is expected to reach USD 1.7 billion by 2030 and grow at a CAGR of 6.4% over the forecast period. The growth of the AVAS market is driven by a rising emphasis on pedestrian and cyclist safety. As electric vehicles are quieter at low speeds they generate low sound at low speeds as compared to ICE vehicles, which pose a threat to commuters. The escalating adoption of electric and hybrid vehicles and the government mandates for the implementation of AVAS in all types of EVs, boost the AVAS market. Further, the rising adoption of electric 2-wheelers fosters the expansion of the AVAS market.
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Market Dynamics:
Driver: Growing adoption of electric 2-wheelers
As the adoption of electric motorcycles, scooters, and bicycles accelerates, especially in urban environments, the need for effective alert systems to enhance pedestrian safety becomes increasingly pressing. Electric 2-wheelers operate much more quietly than their internal combustion engine counterparts. While this characteristic reduces noise pollution, it poses a safety risk for pedestrians and other road users who might not hear these vehicles approaching. Integrating AVAS into electric 2-wheelers addresses this issue by emitting sounds that alert pedestrians to their presence, thereby reducing the risk of accidents. The global market for electric 2-wheelers is expanding rapidly, driven by growing environmental awareness, government incentives, and advancements in battery technology. This growth creates a significant and expanding market for AVAS. Governments and regulatory bodies are increasingly focusing on the safety implications of silent EVs. In several regions, regulations either already require or are considering mandating AVAS for electric 2-wheelers. This regulatory push supports the widespread adoption of AVAS, as manufacturers must comply with these safety standards.
Advancements in sound technology and sensor integration make it possible to develop AVAS specifically tailored to the unique needs of electric 2-wheelers. These systems can be designed to emit sounds that effectively alert pedestrians while remaining pleasant and non-disruptive. Consumer awareness of the safety benefits of AVAS is growing, which is likely to increase demand for electric 2-wheelers equipped with these systems. As consumers become more safety-conscious, manufacturers will be driven to include AVAS as a standard feature in their electric 2-wheeler models. This shift in consumer preferences can drive the market forward, encouraging innovation and adoption of AVAS technologies. AVAS providers such as Continental AG, Hella GmbH & Co. KGaA, and THOR AVAS are actively supplying AVAS for electric 2-wheelers. Ola Electric Mobility Pvt Ltd. (India) and Ather Energy (India), among others, are incorporating AVAS technology into their electric 2-wheelers. The Volvo Car Group (Sweden) and Zhejiang Geely Holding's (China) Polestar 2 also feature AVAS technology.
Restrain: Inconsistent speed range regulation
Different countries and regions have their specific requirements for activating an AVAS, which creates a complex landscape for manufacturers. For instance, while the US requires AVAS to function at speeds up to 19 mph (30 km/h), the EU mandates their use up to 12 mph (20 km/h). This disparity means automakers and AVAS manufacturers must design systems that comply with multiple sets of regulations, increasing the complexity and cost of development and production.
This variability can lead to delays in product launches and additional expenses for testing and certification across different markets. It also complicates the integration of AVAS into vehicle designs, as manufacturers must ensure that the systems are adaptable to the various regulatory requirements without compromising performance or reliability. These differences can create confusion among consumers and stakeholders, potentially slowing the adoption of AVAS technologies. Standardizing these regulations globally could help streamline the market, reduce costs, and accelerate the deployment of AVAS, enhancing pedestrian safety worldwide.
Opportunity: Increasing demand for customized solutions
As technology progresses, there is an increasing demand for AVAS that meet regulatory requirements and offer enhanced and tailored sound features. These advanced systems can be programmed with various sounds that are effective in alerting pedestrians and customizable to reflect brand identity or improve the auditory experience. This customization allows manufacturers to differentiate their vehicles in the market, offering a unique selling point that can attract safety-conscious consumers and enhance brand loyalty. Tailored AVAS sounds can be designed to convey different types of information, such as indicating the speed or direction of the vehicles and improving overall pedestrian awareness and safety. The development and adoption of sophisticated AVAS presents avenues for collaborations between automotive companies and audio technology firms, fostering innovation and potentially leading to the creation of new industry standards. Manufacturers can enhance the safety, appeal, and distinctiveness of EVs with advanced customizable AVAS, driving market growth.
BMW AG (Germany), Mercedes-Benz (Germany), Audi AG (Germany), and Porsche AG (Germany), among others, are incorporating customized sound in their vehicle models. For instance, recognizing the importance of creating a distinctive and brand-specific auditory experience, in 2022 BMW has developed customized AVAS sounds for its EVs. The company enlisted renowned composer Hans Zimmer to produce various sounds for its vehicle models to achieve this.
Challenges: Compliance with sound standardization mandates
Standardizing sounds emitted by AVAS is one of the major challenges automotive OEMs and aftermarket manufacturers face. Some brands count on the sound the car produces after it is started. An entertaining electronic engine sound system can make the EV more appealing to buy and drive. In January 2010, Japan's Ministry of Land, Infrastructure, Transport, and Tourism issued guidelines for hybrid and other near-silent vehicles, indicating that warning sounds similar to traditional engine noises are the most effective countermeasures against accident risks. According to EU rules, AVAS should be a continuous sound that provides information to pedestrians and other road users of vehicles in operation. The sound should be easily indicative of vehicle behavior and similar to a vehicle of the same category equipped with an ICE. Complying with all such mandates to implement AVAS is expected to be a major challenge for automotive OEMs and other aftermarket manufacturers.
Market Ecosystem
The passenger car vehicle segment is estimated to hold the largest share of the AVAS market during the forecast period.
The passenger car segment is expected to represent a significant opportunity for EVs in the automotive industry, which consist of sedans, SUVs, hatchbacks among others. Currently it is the largest vehicle segment and is poised for massive expansion in the near future. The section’s growth mainly driven by the availability of different vehicle models, use of advanced technologies in vehicles, the rising consumer awareness and government incentives such as subsidies as well as rebates on taxes.
As people are opting for EVs, the demand for passenger vehicles has been increased. EVs have shorter wait times compared to traditional gasoline cars in countries such as China. Due to stringent environmental regulations, European countries aim at reducing transport emissions by quite a margin between 2030 and 2035. Further, the US and China aims to electrify 50% of their vehicle fleets by 2030. The quick growth of EV charging stations is also playing a big role in boosting the EV passenger car market. However, due to the silent operation of these vehicles, pedestrians on the road fail to realize the presence of EVs approaching them. Also, as there is no engine noise even at higher RPMs, it becomes difficult to perceive or realize the speed of the moving EV. Many economies, such as Europe and the US, have started mandating AVAS in every EV to counter such situations.
PHEV segment is estimated to hold a significant share of the AVAS market during the forecast period.
PHEVs use rechargeable batteries that can becharged by plugging into external power sources. They have characteristics of both EV and traditional ICE vehicles. They also have a longer electric range than HEVs and they don not cause range anxiety as BEVs often do. PHEVs can be divided into two main categories including series and parallel. The ICE generates electricity for the motor in a series PHEVs, while only the electric motor drives the wheels. While in parallel PHEVs an electric motor and ICE are both connected to the powertrain. An AVAS must be installed in a PHEV due to their silent operation at low speeds while running on battery electric power mode. The AVAS system gets automatically turned off when the ICE engine is running.
Major PHEV manufacturers include BYD, Li Auto, Toyota, BMW, Volkswagen, Mitsubishi (Japan), Honda (Japan), and Mercedes Benz. They have launched several PHEVs that are in high demand in the market. PHEV models such as the Honda Accord and Honda Clarity are equipped with AVAS. The increasing number of charging stations in countries such as China and the US is expected to increase the demand for PHEVs. The demand for PHEVs is also expected to rise due to tax benefits and incentives provided by various governments. However, the demand for PHEVs in Europe is expected to decrease due to stringent BEV targets, while North America and Asia Pacific have supported the growth of PHEVs through vehicle ownership tax reductions, state incentives, charging-based incentives, and a high fuel price difference.
“Asia Pacific is estimated to be the largest market during the forecast period.”
The rapid adoption of EVs in the Asia Pacific countries will require necessary safety measures to avoid accidents caused by the lack of noise emanating from electric and hybrid vehicles. EV manufacturers such as BYD and Zhidou have already installed AVAS to enhance vehicle and pedestrian safety. Also, countries such as China, Japan, India, and South Korea are potential markets for electric scooters that are expected to be equipped with pedestrian warning systems in the future. India is taking concrete steps to adopt EVs with the co-existence of ICE vehicles. The government aims to increase the number of EVs by coming up with initiatives such as the National Electric Mobility Mission Plan (NEMMP) and Faster Adoption and Manufacturing of (Hybrid) and Electric Vehicles (FAME). The Japanese government also aims to develop their EV infrastructure with many OEMs within the country producing BEVs, PHEVs, & FCEVs. South Korea also intends to increase the adoption of EVs in the country, with OEMs such as Hyundai and Kia trying to introduce high-performance EVs in the market. Top automakers from Europe and the US are increasingly supplying EVs to the Asian market. This growing presence is expected to boost EV sales in the Asia Pacific region, which will, in turn, drive the demand for the AVAS market.
Key Market Players
The AVAS market is dominated by major players, including Continental AG (Germany), Hella GMBH & CO. KGAA (Germany), Kendrion N. V. (Netherlands), Harman International (US), and Denso Corporation (Japan). These companies offer AVAS to major OEMs and have strong distribution networks at the global level. These companies have adopted extensive expansion strategies and undertaken collaborations, partnerships, and mergers & acquisitions to gain traction in the AVAS market.
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Report Metric |
Details |
|
Market size available for years |
2020–2030 |
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Base year considered |
2023 |
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Forecast period |
2024-2030 |
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Forecast units |
Volume (Thousand Units), Value (USD Million/Billion) |
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Segments covered |
Propulsion Type, Vehicle Type, Electric 2-Wheeler, Sales Channel, Mounting Position, and Region. |
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Geographies covered |
Asia Pacific, Europe, and North America |
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Companies Covered |
Continental AG (Germany), Hella GMBH & CO. KGAA (Germany), Kendrion N. V. (Netherlands), Harman International (US), and Denso Corporation (Japan) |
This research report categorizes the AVAS market based on propulsion type, vehicle type, electric 2-wheeler, sales channel, mounting position and region.
Based on Propulsion Type:
- BEV
- PHEV
- FCEV
Based on Vehicle Type:
- Passenger Cars
- Commercial Vehicles
Based on Electric 2-wheeler:
- E-scooter/Moped
- E-motorcycle
Based on Sales Channel:
- OEM
- Aftermarket
Based on Mounting Position:
- Integrated
- Separated
Based on the Region:
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Asia Pacific (APAC)
- China
- India
- Japan
- South Korea
-
North America (NA)
- US
- Canada
-
Europe (EU)
- Austria
- Denmark
- France
- Germany
- Netherlands
- Norway
- Spain
- Sweden
- Switzerland
- UK
Recent Developments
- In December 2020, Ford Motor Company partnered with Harman International for its Mustang Mach-E 1400. The vehicle is equipped with Harman's HALOsonic eESS technology, alongside Harman's AVAS speakers.
- In April 2020, Volvo Car Group and Zhejiang Geely Holding collaborated with Harman International for the Polestar 2 car's AVAS technology. It was the Group's first car to feature AVAS technology.
- In February 2020, Hyundai Motor Company and Harman International partnered on the world's first road noise cancellation system. RANC system reduces unwanted noise by up to 50%. It is powered by Harman's HALOsonic suite of noise cancellation technologies.
Frequently Asked Questions (FAQ):
What is the current size of the global AVAS market?
The global AVAS market is projected to grow from USD 1.2 billion in 2024 to USD 1.7 billion by 2030, at a CAGR of 6.4%.
Who are the key players in the global AVAS market?
The AVAS market is dominated by major players including Continental AG (Germany), Hella GMBH & CO. KGAA (Germany), Kendrion N. V. (Netherlands), Harman International (US), and Denso Corporation (Japan).
Which region will have the largest market in the AVAS market?
The Asia Pacific region will have the largest AVAS market due to rising awareness about the pedestrian safety, and rapid EV adoption in countries such as Japan, South Korea, and India
Which country will have the significant demand for AVAS in APAC region?
China will account the significant AVAS market due to rising demand for EVs coupled with the government mandates for the implementation of AVAS in all types of electric vehicles.
What are the key market trends impacting the growth of the AVAS market?
Pre-designed Sound Libraries, Innovative Actuator-based Acoustic Systems, and Digital Signal Processing (DSP) are the key market trends or technologies which will have major impact on the AVAS market in the future. .
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The study involved four major activities in estimating the current size of the AVAS market. Exhaustive secondary research was done to collect information on the market, the peer market, and the child markets. The next step was to validate these findings, assumptions, and sizing with the industry experts across value chains through primary research. The top-down and bottom-up approaches were employed to estimate the complete market size. Thereafter, market breakdown and data triangulation processes were used to estimate the market size of segments and subsegments.
Secondary Research
In the secondary research process, various secondary sources such as company annual reports/presentations, press releases, industry association publications [for example, International Organization of Motor Vehicle Manufacturers (OICA), National Highway Traffic Safety Administration (NHTSA), International Energy Association (IEA)], articles, directories, technical handbooks, trade websites, technical articles, and databases (for example, Marklines, and Factiva) have been used to identify and collect information useful for an extensive commercial study of the global AVAS market.
Primary Research
Extensive primary research was conducted after acquiring an understanding of the AVAS market scenario through secondary research. Several primary interviews were conducted with market experts from both the demand (automotive OEMs) and supply (AVAS providers) sides across major regions, namely, North America, Europe, and Asia Pacific. Approximately 23% and 77% of primary interviews were conducted from the demand and supply sides, respectively. Primary data was collected through questionnaires, emails, and telephonic interviews.
In the canvassing of primaries, various departments within organizations, such as sales, operations, and marketing, were covered to provide a holistic viewpoint in the report. After interacting with industry experts, brief sessions were also conducted with highly experienced independent consultants to reinforce the findings from primaries. This, along with the in-house subject matter experts’ opinions, led to the findings described in the remainder of this report.
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Market Size Estimation
The bottom-up approach was used to estimate and validate the size of the AVAS market. This method was also used extensively to estimate the size of various subsegments in the market. The research methodology used to estimate the market size includes the following:
- The key players in the industry and markets have been identified through extensive secondary research.
- The industry’s supply chain and market size, in terms of volume, have been determined through primary and secondary research processes.
All percentage shares, splits, and breakdowns have been determined using secondary sources and verified through primary sources.
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Market Size Validation
The top-down approach has been used to estimate and validate the size of the AVAS market by mounting position type in terms of volume and value. The top-down approach has been used to estimate and validate the size of the market. In this approach, the global market is bifurcated into mounting position type based on the penetration of each mounting position, which will give the volume of the market by mounting position at the regional level. Further, multiplying the volume by ASP results in the market for mounting position type by value.
Data Triangulation
After arriving at the overall market size—using the market size estimation processes as explained above—the market was split into several segments and subsegments. To complete the overall market engineering process and arrive at the exact statistics of each market segment and subsegment, data triangulation, and market breakdown procedures were employed, wherever applicable. The data was triangulated by studying various factors and trends from both the demand and supply sides.
Market Definition
An AVAS is a sound emitting device assembled in pure electric vehicles and hybrid electric vehicles that produce a lower level sound than traditional ICE vehicles—whenever the vehicle is operating at a low speed—to warn pedestrians and other vulnerable road commuters about the vehicle's presence. Also, the sound rises and drops in pitch to signal whether the vehicle is accelerating or decelerating, respectively.
List of Key Stakeholders
- Acoustic consultants
- Associations, forums, and alliances related to electric vehicles
- Automobile manufacturers
- Automotive sensor manufacturers
- Automotive software providers
- Autonomous vehicle manufacturers
- AVAS manufacturers
- EV component manufacturers
- EV distributors and retailers
- EV manufacturers
- Government agencies and policy makers
Report Objectives
- To analyze and forecast the acoustic vehicle alerting system (AVAS) market in terms of value (USD million) and volume (thousand units) from 2024 to 2030
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To segment the market by vehicle type, mounting position, propulsion type, sales channel, electric 2-wheeler, and region
- To segment and forecast the market size by value and volume based on vehicle type (passenger car and commercial vehicle)
- To segment and forecast the market size by value and volume based on mounting position (separated and integrated)
- To segment and forecast the market size by value and volume based on propulsion type {battery electric vehicle (BEV), plug-in hybrid electric vehicle (PHEV), and fuel cell electric vehicle (FCEV)}
- To segment and forecast the market size by value and volume based on sales channel (OEM and aftermarket)
- To segment and forecast the market size by value and volume based on electric 2-wheeler (E-scooter/E-moped and E-motorcycle)
- To segment and forecast the market by value and volume based on region (Asia Pacific, Europe, and North America)
- To provide detailed information about the factors influencing the market growth (drivers, challenges, restraints, and opportunities)
- To strategically analyze the market with respect to individual growth trends, prospects, and contributions to the total market
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To study the following with respect to the market
- Value Chain Analysis
- Ecosystem Analysis
- Technology Analysis
- Case Study Analysis
- Patent Analysis
- Tariff and Regulatory Landscape
- Average Selling Price Analysis
- Key stakeholders and Buying Criteria
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To strategically profile the key players and comprehensively analyze their market share and core competencies
- To analyze the opportunities for stakeholders and the competitive landscape for market leaders
- To track and analyze competitive developments such as deals, product launches/developments, expansions, and other activities undertaken by the key industry participants
Available Customizations
With the given market data, MarketsandMarkets offers customizations in accordance with the company’s specific needs.
- AVAS market, by electric 2-wheeler, at country level
- AVAS market, by propulsion type, at country level
- Profiling of additional market players (up to 3)
Growth opportunities and latent adjacency in AVAS Market
I would like to know more details about the growth rate of the Acoustic Vehicle Alerting System Market for the next 5 years. also interested to know the top vendors in the Vehicle Alerting System market.