Safety as a Selling Point
In 2025, safety technology has become more than an optional extra — it’s a competitive advantage for automakers and dealerships. As consumers grow more safety-conscious, manufacturers are bundling advanced features into new models, while regulators encourage wider adoption. This version takes an industry-focused look at which safety features are shaping the market and how dealerships are presenting them to buyers.

1. Advanced Driver Assistance Systems (ADAS)

  • Industry Trend: Once reserved for luxury models, ADAS packages are now common in mid-range sedans and SUVs. Automakers promote them as standard features to appeal to safety-conscious families.

  • Why It Matters: Dealerships use ADAS as a differentiator in crowded segments, highlighting crash-prevention benefits in marketing.

2. Autonomous Emergency Braking (AEB)

  • Industry Trend: AEB adoption has accelerated as global crash data shows its effectiveness. In some regions, it’s becoming a regulatory requirement.

  • Why It Matters: South African dealerships increasingly highlight AEB as a feature that reduces insurance claims, making it a selling point for both buyers and insurers.

3. Lane-Keeping Assist (LKA) and Lane Departure Warning (LDW)

  • Industry Trend: Car makers bundle LKA and LDW into ADAS packages, positioning them as essential for long-distance commuters.

  • Why It Matters: With South Africa’s long rural highways, these systems resonate with buyers who prioritize safety for intercity travel.

4. Blind-Spot Monitoring (BSM)

  • Industry Trend: BSM is increasingly marketed as a premium convenience feature, often paired with luxury trim levels.

  • Why It Matters: Dealerships use BSM to upsell higher-spec models, particularly in SUVs and crossovers where blind spots are larger.

5. Rear Cross-Traffic Alert (RCTA)

  • Industry Trend: Automakers package RCTA with parking assistance tech, appealing to urban buyers.

  • Why It Matters: Though not always standard, dealerships emphasize it as a practical solution for congested parking environments in SA cities.

6. Driver Monitoring Systems (DMS)

  • Industry Trend: As global interest in reducing distracted driving grows, DMS is being rolled out in both fleet and passenger vehicles.

  • Why It Matters: South African fleet operators are eyeing DMS as a way to improve driver safety and reduce liability, while dealerships highlight it to private buyers as added peace of mind.

7. Parking Assistance and 360-Degree Cameras

  • Industry Trend: Frequently bundled in mid- to high-end trims, these features are marketed more as lifestyle conveniences than essential safety measures.

  • Why It Matters: Dealerships leverage these to upsell city drivers, particularly in Johannesburg and Cape Town where parking is often tight.

Conclusion: Safety Features as Market Drivers
For the industry, safety features in 2025 are no longer afterthoughts — they’re key marketing tools and value differentiators. From ADAS and AEB as crash-prevention essentials to blind-spot monitoring and parking assistance as lifestyle conveniences, automakers and dealerships are packaging safety as both a necessity and a premium offering. For South Africa, where road safety is a growing concern, these upgrades are influencing not just consumer preferences but also the way vehicles are positioned in the market.