About The ADAS Review
I finally started writing...!
I have the unusual combination of working in the automotive industry and genuinely loving to drive. I’m not an engineer — but I work closely with the engineers and product teams developing the latest ADAS and autonomy systems across OEMs and Tier 1s. Outside of that, I’m an enthusiast: I enjoy road trips, I care about the driving experience, and I’ve rented a lot of cars.
This blog sits at the intersection of those two things. Over the past decade, I’ve watched ADAS features proliferate from premium segments into mainstream vehicles across almost every brand. The technology has advanced considerably — but the gap between what these systems can do and how well they communicate that to the driver remains significant. I’ve experienced unexpected interventions that ranged from surprising to genuinely unsettling. Consumer acceptance of safety-critical systems is not a soft metric — it directly affects whether those systems fulfil their safety function in the real world.
This blog is written primarily for the UX designers, function owners, systems engineers, and product leads who build these systems. It is not a consumer guide and does not constitute a product recommendation or safety warning. My aim is to provide honest, structured feedback from an informed driver’s perspective — with the goal of contributing, however modestly, to safer and more intuitive ADAS.
Disclaimer
All opinions expressed are my own original observations, with a little help from Claude to tighten up the writing, and represent an impartial viewpoint independent of any commercial relationships with AutoSens or InCabin event sponsors and exhibitors. Reviews are intended as constructive user feedback, focused on system behaviour rather than brand critique. Where possible, I will avoid identifying the specific vehicle under review — the point is not to single out any OEM or supplier, but to explore how these systems can be improved across the industry. Those familiar with the space may be able to identify the vehicle; I’d ask that the focus remain on the substance of the feedback rather than the badge on the bonnet.
Join the Conversation
The engineers, product managers, and researchers building these systems are exactly the community that AutoSens and InCabin exist to serve. If any of the observations in this series resonate — or if you disagree — I’d welcome the discussion. You can reach me directly in the comments or at rob@sense-media.com, or connect with the wider ADAS and autonomy community at our events. The best outcomes come from honest dialogue between those who build these systems and those who use them.