Motorcycle Advanced Rider Assistance System Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

The Motorcycle Advanced Rider Assistance Market was valued at USD 90.6 billion in 2020, and it is expected to reach USD 178 billion at a CAGR of 12% during the forecast period (2021-2026).

COVID-19 had a severe impact on the industry. The sales of motorbikes in different countries taking a nosedive at about 9 million units of lower sales compared to that of 2019 indicate the reduced market value of the industry. Additionally, the social distancing and lockdown restrictions across the world meant no travel or commute activity took place, which meant no market for either new systems to be installed or aftermarket replacements.

• Motorcycle advanced riding assistance system (ARAS) is specifically designed with a safe human-machine interface that helps in increasing the safety of the rider and the motorcycle. Motorcycle Advanced Rider Assistance System (ARAS) Market supports and assists the rider in reducing vehicle handling stress and providing comfort to the rider. It provides a combination of comfort and safety functions with the objective of accident avoidance.
• Asia-Pacific is leading the ARAS system largely due to a large number of motorcycles manufacture in the region. India also accounts for the highest number of motorcycles on the road. As a result, countries such as India and China are promoting ARAS technology to benefit motorcycle riders by offering various features, like automation, adaptability, enhancement of safety, and better riding experiences.
• Companies also are making riding considerably safer with assistance systems, such as anti-lock braking system (ABS) and motorcycle stability control (MSC). A combination of a radar sensor, brake system, engine management, and HMI (Human Machine Interface), is improving technology in the motorcycle-developed assistance market. For instance, in 2019, Ducati announced the development of a radar system for motorcycles. The advanced rider assistance systems (ARAS) in motorbike uses sensors and radar to warn the riders (using an advanced user interface) of any vehicle in the rider's ‘blind spot’ to avoid collisions. Ducati mentioned that the system is expected to make its way to the production models by 2020.

Key Market Trends

Growing Motorbike Recreational Travel

Constantly rising recreational activity and travel via motorbike is an immense opportunity for the rider assistance system market. Motorcycle travel is on the rise in several countries like Italy, Slovakia, France, among few others. The countryside roads present in these places offer excellent riding pleasure to the motorcyclists and are a huge factor contributing to the sales of high-end motorbikes. Manufacturers like Aprilia, Piaggio, BMW, Ducati, Yamaha, etc., are providing numerous rider assistance and safety systems as standard equipment across their motorbikes product range.

Japan recorded a huge number of 333,740 units of motorcycles production only in the category of over 250 CC (Cubic Capacity) engines in 2019, indicating the high demand for performance bikes in the country. The demand for high-performance bikes is an indicator of increased demand for safety and rider assistance systems installed in these vehicles.

The United States is another huge market for motorbike sales, and consequently, the Rider Assistance systems sales as the majority of vehicles sold in the country are equipped with the latest technology and features in terms of safety and assistance systems. Harley-Davidson recorded the highest unit sales in the United States in 2020, among other makers like Honda, Yamaha, Kawasaki, etc.

Asia-Pacific Is Expected To Witness Higher Growth

With the increasing awareness and acceptance of safety technology by governments and customers, the automotive industry in India is evolving faster than before, with active mandates on safety features. For instance, India is a huge market for motorcycles due to the consumer preference for fuel-efficient motorcycle riding over four-wheelers.

The majority of motorcycles used in India do not possess any assistance systems for rider safety. The new emission standards set by the Indian government and increased awareness of rider safety among the buyers is an important growth factor for the rider assistance market in India. Also, the high figures of domestic motorcycle sales at 17.42 million units in FY2020 and 15.12 million units in FY2021, indicate the huge potential in the Indian market.

China is the world's largest automobile hub and recorded immense motorcycle and scooter sales figures in both 2020 and the beginning of 2021. The sales went up to 3.7 million units of motorcycles in just the first quarter of 2021, indicating the huge demand for safety and rider assistance systems in the Chinese national market.

On the other hand, Japan is home to some of the biggest two-wheeler brands like Honda, Suzuki, Yamaha, and Kawasaki. The high-performance motorcycles manufactured by these brands are major users of different rider assistance systems provided by manufacturers, worldwide.

Competitive Landscape

The motorcycle advanced rider assistance market is dominated by various international and regional players, such as BMW Group, Continental AG, Honda Motor, Robert Bosch, and ZF. Although to have the edge over its competitors, the major companies are investing in launching newer products. For instance, in 2020, Kawasaki announced the introduction of radar-based safety technology in its upcoming MY 2021 line-up. Additionally, Bosch has developed advanced rider assistance system technology. It offers adaptive cruise control, forward collision warning, and blind-spot detection. High-end touring bikes, such as the Ninja H2 SX, Ninja 1000 SX, and Versys 1000, are most likely to be accommodated with the new feature. ZF offers its Continuous Damping Control (CDC) system for motorcycles to assist the rider at turns and braking, along with increased stability at all lean angles and speeds.

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