Assessing the Challenges, Unlocking the Opportunities

ADAS Technology

By Luis Morales

One of the most significant trends shaping the automotive industry today is the rapid convergence of vehicle technology, connectivity, software and automation. While electrification continues to evolve, the industry’s focus has expanded toward artificial intelligence (AI), software-defined vehicles (SDVs), connected services and increasingly sophisticated advanced driver assistance systems (ADAS). These technologies are no longer limited to premium vehicles. They are becoming standard across nearly every segment, creating both opportunities and challenges for the aftermarket.

ADAS refers to a collection of technologies designed to assist drivers and enhance safety.

ADAS refers to a collection of technologies designed to assist drivers and enhance safety. Features such as automatic emergency braking (AEB), forward collision warning (FCW), adaptive cruise control (ACC), lane-keeping assistance (LKA), blind-spot monitoring (BSM), driver monitoring systems (DMS) and rear cross-traffic alert are now common on new vehicles. What was once considered advanced technology has quickly become mainstream.

The conversation around autonomy continues to generate excitement and confusion. Many consumers associate autonomous vehicles with fully driverless transportation. While that represents the highest level of automation, autonomy actually exists along a broad spectrum. The Society of Automotive Engineers’ J3016 framework defines six levels of driving automation, from Level 0 through Level 5. Most production vehicles sold today remain within SAE Level 2, where the driver must remain engaged and responsible for vehicle operation. However, limited deployments of Level 3 and Level 4 technologies are expanding through pilot programs, commercial fleets and automated mobility services.

The technology enabling these systems continues to advance at an accelerated pace. Vehicle manufacturers now utilize a combination of cameras, radar, ultrasonic sensors, high-definition mapping, GPS positioning and, in some cases, LiDAR. The combination of these components is often referred to as the vehicle’s sensor stack. Unlike traditional vehicle systems, where components were relatively isolated, modern ADAS functionality depends on the continuous interaction between sensors, software and vehicle controls.

Modern ADAS functionality depends on the continuous interaction between sensors, software and vehicle controls.

This brings us to another increasingly important industry term: the software-defined vehicle. In an SDV architecture, software drives functionality that historically depended primarily on hardware. Vehicle manufacturers can now add, enhance or modify features through software updates, allowing vehicles to evolve throughout their lifecycle. When combined with AI-powered processing, these systems can rapidly interpret data from multiple sensors and determine an appropriate response within fractions of a second.

Vehicle manufacturers can now add, enhance or modify features through software updates, allowing vehicles to evolve throughout their lifecycle.

The Road Toward Standardization

As these technologies continue to mature, the regulatory landscape is evolving as well. During the early stages of ADAS development, regulators largely allowed innovation to drive progress rather than imposing strict standards. This approach accelerated deployment but also resulted in significant variation between manufacturers regarding sensor placement, software logic and system performance.

That period is beginning to change.

Many safety technologies that started as optional features are transitioning toward industry-wide expectations and, eventually, regulatory requirements. The backup camera provides a clear example. Once considered a premium convenience feature, it became mandatory on all new light-duty vehicles sold in the United States. Today, consumers rarely consider a vehicle without one.

Many safety technologies that started as optional features are transitioning toward industry-wide expectations…

ADAS follows a similar trajectory. Automatic emergency braking is becoming one of the foundational technologies shaping future vehicle safety requirements. At the same time, regulators, consumer safety organizations and global assessment programs continue evaluating additional features, including pedestrian detection, cyclist detection, lane-keeping technologies and driver monitoring systems.

It is important to remember that many of these systems are not passive technologies. Their performance depends heavily on sensor placement, calibration and vehicle dynamics. Even seemingly minor changes to ride height, wheel offset, bumper design, body accessories or lighting configurations can alter how sensors perceive their environment.

Why the Aftermarket Should Pay Attention

For the aftermarket industry, this evolution changes the traditional product-development equation.

Historically, companies primarily focused on fitment, durability, performance and aesthetics. While those factors remain critical, ADAS introduces additional considerations. Vehicle modifications now have the potential to influence sensor visibility, system calibration, vehicle dynamics and overall feature performance.

The collision-repair industry has already experienced this transition. Modern repairs frequently require calibration procedures following the replacement of components located near cameras, radar modules or other ADAS hardware. What was once a straightforward repair may now involve sophisticated diagnostic and calibration processes to ensure proper system functionality.

The same reality increasingly applies to vehicle modifications. Understanding sensor locations, sensor fields of view and vehicle-specific software behavior is becoming an essential part of product design and installation planning. As more ADAS features become standard equipment across all vehicle categories, avoiding these considerations will no longer be an option.

One emerging challenge involves the growing use of hidden and distributed sensor architectures. Manufacturers continue integrating sensors behind grilles, windshields, lighting assemblies, emblems and body panels. The hardware is becoming less visible, but its importance is increasing. This makes understanding vehicle architecture more critical than ever before.

The Search for Solutions

Recognizing these challenges, the SEMA Garage continues expanding its research into the relationship between aftermarket modifications and ADAS performance. Over the past several years, research efforts have grown from exploratory testing into a comprehensive program focused on understanding how vehicle modifications influence safety-system behavior.

Vehicle modifications now have the potential to influence sensor visibility, system calibration, vehicle dynamics and overall feature performance, making education vital.

Multiple vehicle platforms have been evaluated using common aftermarket modifications across categories such as suspension systems, wheels and tires, exterior accessories and other popular upgrades. Testing includes the activation and measurement of various onboard ADAS features under controlled conditions, allowing data comparisons between stock and modified configurations.

The objective is not simply to identify potential concerns but to provide the industry with actionable information. By understanding how modifications may influence system performance, manufacturers can make more informed engineering decisions, develop installation procedures and support products that align with evolving safety expectations.

As vehicle technology continues advancing, collaboration will remain essential. Vehicle manufacturers, suppliers, regulators, standards organizations and the aftermarket all share a common interest in maintaining safety while preserving consumer choice and innovation.

The path forward will not always be simple. Vehicle autonomy, AI-driven decision making, connected vehicle ecosystems and software-defined architectures are transforming the automotive landscape at an unprecedented rate. However, these changes also create opportunities for the aftermarket to evolve, innovate and continue delivering the products and experiences enthusiasts value.

The future of vehicle technology is already here. Understanding it, adapting to it and helping shape it will define the next chapter of our industry.

Facts to Know

• The SEMA ADAS Show section will be located in the LVCC’s Upper South Hall.
• The FutureTech Studio (Central Hall) highlights emerging vehicle propulsion, safety and manufacturing technologies.
• An education stage will present expert speakers on a variety of FutureTech topics throughout Show Week.
• These two Show sections are ideal places to discover new ideas, products and tools to advance and “future-proof” your business.

FutureTech Studio

SEMA Director of Vehicle Technology and Product Development Luis Morales (right) at a panel on the FutureTech Live Education Stage at the 2025 SEMA Show.

The 2026 SEMA Show FutureTech Studio (Central Hall booth #24401) is a SEMA-curated showcase dedicated to the technologies shaping the future of the automotive aftermarket, including ADAS.

FutureTech Studio highlights innovations across:

• Advanced Powertrains, including hybrid, electric, internal combustion and innovative fuel technologies.
• Vehicle Software, including programming, calibration, cybersecurity and software-defined vehicle systems.
• Engineering and AI-Enabled Development, including simulation, validation, design innovation and artificial intelligence.
• Advanced Materials and Manufacturing, including additive manufacturing, metrology, tooling and prototyping.

FutureTech Studio will showcase several jaw-dropping and innovative builds, but it will also offer something even more valuable—relatable displays and practical information to help all SEMA Show attendees take advantage of the latest innovations.

“I want to bring in displays that are going to be more closely relatable to what a lot of our members are doing today,” explains Luis Morales, SEMA director of vehicle technology and product development. “We also want to show connections between what these technologies are and what can be applicable as services and programs through SEMA Garage.”

With locations in Southern California and Detroit, SEMA Garage offers association members access to the high-tech tools and equipment needed for developing and testing automotive aftermarket parts—helping SEMA businesses bring new products to market more quickly.

For companies looking to capitalize on new technology, SEMA Garage can help move products from the drawing board to the production line.

Now in its fourth year, FutureTech Studio has rapidly evolved into a must-see destination at the SEMA Show for all attendees. Last year it featured more than 40 different displays from 32 unique exhibiting companies. As vehicle technology continues to evolve through the convergence of hardware, software, and advanced engineering, FutureTech Studio provides a platform for industry leaders to demonstrate the technologies that are redefining vehicle performance, customization, manufacturing and mobility.

At the center of the exhibit is FutureTech LIVE, an open-format education stage featuring technical presentations, panel discussions, and thought leadership sessions from the companies and experts driving innovation across the automotive ecosystem.

FutureTech Studio is not a conventional trade show booth environment. Rather than a traditional exhibitor program, this SEMA-curated featured area brings together a select group of companies and technologies that are advancing the future of vehicle propulsion, software, engineering, manufacturing and mobility. The goal is to educate, inspire and connect attendees with the innovations that will define the next era of the automotive industry. Next-gen systems and visionary builds are quickly redefining what’s possible. While some business owners are understandably hesitant about the wave of new tech, the SEMA FutureTech Studio was designed to provide the knowledge and insights needed to make informed decisions—regardless of specialty.

Participants have the opportunity to showcase ADAS and other technologies through vehicle displays, products, software demonstrations, engineering exhibits and interactive experiences while engaging directly with industry executives, engineers, media, policymakers and technology decision-makers.