IAG has launched a field study on Advanced Driver Assistance Systems (ADAS) to examine how Australian motorists are using in‑vehicle safety features as these technologies become more common across the national fleet.
IAG is conducting the study with Queensland University of Technology (QUT) and the iMOVE Co‑operative Research Centre at the RACQ Mobility Centre in Brisbane. The project follows earlier IAG work exploring why ADAS has not yet produced the level of crash reduction expected by regulators and industry stakeholders. The current phase is intended to observe drivers as they interact with ADAS features in controlled conditions and to identify any behavioural or knowledge barriers that may affect use.
Head of the IAG Research Centre Shawn Ticehurst (pictured right) said the program is focused on how drivers respond when systems are active. “The safety benefits of Advanced Driver Assistance Systems are well established globally, and the Australian government has begun mandating these systems in all new vehicles sold in Australia. However, 60% of Australian drivers tell us they are actively turning off driver-assist safety features in their cars, meaning those people are missing out on realising the safety benefits – and that’s a major concern. IAG’s research seeks to understand what’s preventing Australian drivers from embracing ADAS safety features, what might encourage a behaviour shift, and guide practical solutions to make our roads safer,” Ticehurst said. According to IAG’s consumer research, a significant share of drivers with ADAS‑equipped vehicles are either disabling some functions or are unsure how they work. The study is designed to test whether clearer explanations and supervised trials influence how motorists perceive and use the technology.
The study will involve 60 drivers with differing levels of familiarity with driver-assistance technology. Over several days at the RACQ Mobility Centre, participants will complete driving exercises on a closed track while QUT researchers observe their reactions. Before each exercise, researchers will explain the operation of specific ADAS functions and the conditions under which alerts or interventions may occur. Drivers will then be asked to complete tasks set up to trigger these responses. Data will be collected on how drivers react when systems activate and how their views of the technology change after the session.
The research will look at a range of features, including:
To capture experience across different vehicle types, three models have been selected from distinct segments of the Australian market: the Ford Everest in the large SUV category, the BYD Atto 3 in the electric vehicle segment, and the Mercedes‑Benz GLE in the premium SUV segment. The comparison is intended to show how similar functions may be presented and experienced through different system designs and interfaces.
Sebastien Glaser (pictured left), professor in Intelligent Transportation System at QUT, said driver understanding will be an important factor as ADAS becomes more widespread in the Australian fleet. “We know that 40% of vehicles on Australian roads are set to be ADAS-enabled within the next five years, and it’s increasingly important to explore the effectiveness of these systems, which starts with driver engagement. By investigating the potential impacts of specialised ADAS education on driver behaviour, this research aims to establish an actionable road map towards accident reduction in Australia,” Glaser said. The project will examine whether structured education and practical demonstrations change how drivers configure and rely on ADAS features, including their willingness to leave systems switched on in routine driving rather than overriding or disabling them.
The study is taking place after recent changes to the Australian Design Rules. Since March 2025, all new vehicles sold in Australia have been required to include car‑to‑car autonomous emergency braking (AEB) as standard. By August 2026, AEB capable of detecting pedestrians will also be compulsory on new vehicles. Government statistics indicate that about 1,200 people die and roughly 40,000 are seriously injured on Australian roads each year. Australia has adopted a Vision Zero target to eliminate road deaths and serious injuries by 2050, supported in the medium term by the National Road Safety Strategy 2021–2030, which includes measures related to safer vehicles and technology.
For general insurers, the way ADAS interacts with driver behaviour and regulation has potential consequences for claims frequency, crash profiles, injury outcomes, repair complexity, and pricing strategies. As the proportion of ADAS‑enabled vehicles trends toward a forecast 40% of the fleet by 2031, insights into real-world use are relevant to underwriting, product design, and risk selection. IAG plans to release the findings from the field study later this year. The insurer expects the results to inform the design of driver education initiatives and to feed into policy and industry discussions on the role of ADAS in reducing road trauma in Australia.
