Yes, APAC drivers are embracing smarter, safer driving tech – here’s why

As road safety becomes a bigger priority worldwide, innovative technologies like intelligent speed assistance (ISA) and advanced driver assistance systems (ADAS) are transforming the driving experience.

In India, Thailand and Australia, drivers show strong interest in these life-saving advancements. According to the latest HERE survey, titled “Safer cars, safer roads,” the appetite for safer, smarter driving tools is rising.

To better understand these trends, we spoke to drivers in each region about their experiences and perspectives on adopting these cutting-edge technologies.

India

Driving in India is a unique and often chaotic experience. Roads are shared by all kinds of users—cars, bikes, buses, pedestrians and even animals—making every journey unpredictable. Drivers often deal with narrow streets, unmarked intersections and unexpected obstacles, relying on their instincts and experience to safely navigate the 360-degree traffic.

While advanced driver assistance systems are designed to make driving safer, they need to be adapted to India’s challenges. Features like lane-keeping or collision warnings don’t work the same way when lanes aren’t clearly marked, or when vehicles and pedestrians move haphazardly.

In India, these systems need to support drivers without replacing the quick thinking and flexibility that are so important for getting around.

“The way we drive here relies heavily on experience,” said Natarajan Naidu, an IT Test Engineering Team Lead from Mumbai. “I’ve logged almost 100,000 kilometers on my motorbike. If I’m bored at night, I’ll often explore the city streets just for fun. Over time, I’ve learned alternative routes, so if I’m in the same area during my daily commute, I already know the best ways to avoid traffic or save time.”

Program Manager Shefali Gala, also based in Mumbai, agreed: “I always check real-time maps to see the day’s traffic, but experience has taught me that sometimes the longest route is actually the fastest. There’s no point in taking a shorter route if you already know it’s full of potholes or other obstacles.”

Culture clash

Nearly half (49%) of survey respondents believe Indian roads are relatively safe, yet an overwhelming 98% admit there’s a real risk of crashes. This highlights a clear gap between how secure people think the roads are and the actual dangers they face. According to the survey, the top three causes of crashes are reckless driving—such as speeding and aggressive behavior—poor road conditions like potholes and missing signs, animals and distracted driving.

“Bengaluru may be India’s IT hub, but it’s not unusual to see a dog—or even a cow—wandering across the road while you’re driving at full speed,” said Debashish Das, a Customer Support Manager.

"Indian drivers aren't always as disciplined about staying within lanes, so we have to stay alert. But that's the reality we've grown up with and become accustomed to - it's just a part of daily life here.”

Sagar Hans, a Sales Development Representative Manager who lives in Gurgaon just outside of New Delhi, added: “Road safety in India is not just about following traffic rules; it's about cultivating a mindset of responsibility, respect and care for every life on the road.”

Life on two wheels

India’s traffic is hectic, and two-wheeler riders often face the worst of it. Our survey found that 91% of people rely on mopeds and motorcycles, but 80% don’t feel safe on the roads, surrounded by unpredictable traffic and pedestrians. It’s no surprise—data from

India’s National Crime Records Bureau shows two-wheelers are the riskiest way to travel, with the highest fatality rates.

“The mix of unruly traffic and rash driving makes riding a two-wheeler too dangerous—that’s why I stick to driving a car. It just feels safer,” said Gala.

“Still, if my navigation app shows heavy traffic, I’ll sometimes opt for my bike,” said Shilpa Karnik, a Lead Technical Project Management Specialist in Mumbai. “Switching between my car and bike depending on the situation works best for me.”

Embracing ADAS

Indian roads are full of challenges, but there’s growing awareness of how ADAS can make them safer—especially for vulnerable riders like those on two-wheelers. While 91% of people in a recent survey agreed that ADAS is crucial for road and driver safety, adoption is still slow. Almost half of the drivers surveyed don’t have vehicles with these technologies yet.

That said, there’s plenty of room for change. A promising 82% of respondents said they’d be willing to invest in ADAS-equipped vehicles, showing a strong interest in safer driving solutions. This is a golden opportunity for carmakers to step up and meet the demand, with the potential to significantly improve road safety across the country.

“I recently drove from Mumbai to Jaipur,” said Gala. “It was my first time on those particular highways, and the experience was fantastic. ADAS features like proximity sensors, lane-keep assist and adaptive cruise control made a huge difference. Even the system's ability to analyze my driving and suggest breaks at the right time was incredibly helpful. It’s a game-changer for long trips.”

Thailand

Traffic in Thailand is much like India’s, with a mix of diverse vehicles, erratic road users and widespread safety concerns. Our survey revealed that more than half of respondents had been involved in a crash over the past two years, underscoring the seriousness of the problem.

Although 64% expressed some level of confidence in existing safety measures, a striking 97% remain anxious about traffic accidents, citing issues like reckless speeding and aggressive driving. This clear gap between safety efforts and lingering fears highlights the pressing need for stronger enforcement of traffic laws and a change in driving attitudes.

Every day, Thanyapat Sakunkonchak, a senior account executive based in Bangkok, faces the challenge of commuting 20 kilometers to work. On a typical day, the journey takes just over 40 minutes, but during heavy traffic, it can stretch to as long as two hours. The unpredictability of such long commutes often leads to stress, and for many drivers, this frustration can quickly turn into aggressive behavior.

"Road rage is quite common," Sakunkonchak shared with HERE360. "It's not unusual for people to jump out of their vehicles and start confronting each other."

Out of line

For many Thais, motorcycles and scooters are a go-to mode of transport, but they come with serious risks. A survey revealed that 63% of riders have been in accidents recently, and an alarming 92% feel unsafe on the roads. These figures highlight the vulnerability of riders and the urgent need to improve their safety.

"Bumpy roads and potholes are a major danger when you're riding a motorcycle or scooter," Sakunkonchak said. "With no clear lane separation, bikes and cars are always competing for space, and in the packed traffic, it often feels like a free-for-all out there.

“When I’m driving my car, it’s equally stressful—two-wheelers weave in from both sides, making it challenging to stay focused.”

Speeding up change

Thailand has taken big steps to improve road safety, including introducing a point-deduction system for traffic violations in early 2023. This system is designed to discourage unsafe driving, and it’s already making a difference—76% of drivers say it’s helped improve their behavior.

While this is a good start, there’s growing interest in using technology to make roads even safer. Many believe ADAS could play a key role in protecting both drivers and everyone else on the road.

“My favorite ADAS feature is crash protection—it stops the car automatically if someone suddenly cuts you off. It’s a lifesaver and something every car should have,” shared Sakunkonchak. “I also love adaptive cruise control. It’s a game-changer on long drives, especially in the countryside, letting you relax a bit more while staying safe.”

Echoing Sakunkonchak’s sentiment, around 83% of people surveyed would urge the government to prioritize these advanced safety features in Thailand’s road safety strategy.

He added: "There are so many new electric vehicles on the road now, all packed with the latest safety features, and we're already seeing the benefits. The real challenge is how fast we can replace older cars. In many countries, older, more polluting vehicles face higher taxes. If we did something similar here in Thailand and offered subsidies for newer cars with advanced safety tech, it would make a big difference."

Australia

Driving Down Under is generally safe due to strict traffic laws, good road infrastructure and high vehicle safety standards. However, like any country, there are challenges—such as navigating long, remote roads—that affect road safety.

Still, speed limits are seen as essential. Our survey shows that 88% of Australian drivers believe following speed limits is crucial for improving road safety.

"In Melbourne, people are very mindful of sticking to speed limits," explained Jina Song, a local veterinarian. "The enforcement is quite strict—drivers can even receive a ticket for exceeding the limit by just 5 kilometers per hour."

Mark Hama, a Senior Import Operations Specialist based in the western suburbs of Melbourne, said: “Your GPS will ping you when you’re coming up to a fixed camera, but generally, everyone knows where they are located.”

“We have so many cameras here,” agreed Geoff McInnis, Head of Product Management for a financial services company in Melbourne. “If you speed, there’s a good chance you’ll get caught.”

Additionally, 79% think that driver judgment alone isn't enough to determine safe speeds, particularly when road conditions are changing.

“The speed limit signs on the freeway are all digital and change depending on the time of day or if it’s really windy or rainy,” said McInnis.

High expectations

According to our survey, many Australian drivers are eager to have dependable speed limit information in their cars. Right now, almost half of them, about 44%, don't have any system for this data. When such a system is available, 74% of drivers expect it to be accurate. However, among those who do have it, only 48% find the information reliable.

"Overhead signs on highways are reliable and well-placed," said Hama. "When there's an accident, they'll adjust the speed limit on those signs, which is really helpful for staying informed while driving.

"My GPS is good to have, but I don’t depend on it," Hama added. "There have been plenty of times it tells me the limit is 100 km/h when a sign clearly says 80."

Aussie Aussie ISA

After finding out about Intelligent Speed Assistance (ISA) features like speed limit warnings and automatic speed limiters, 70% of people think these tools can help cut down on speeding and make roads safer. Many drivers are also in favor of certain measures: 66% support getting alerts when they go 6-10 km/h over the limit, and 60% are for using speed limiters when speeding by 20 km/h or more. This shows that Australian drivers are open to both gentle reminders and stricter actions for those who speed significantly.

"Having a feature like ISA would be incredibly useful," said Song. "It would help in those moments when you're unsure about the speed limit, especially as you enter a built-up area where the limit suddenly drops."

People think Intelligent Speed Assistance (ISA) could make a big difference in dangerous areas like school zones, shopping areas, and construction sites.

“Here, the school zone speed limits only apply between certain times, so it isn’t always apparent,” said McInnis.

Hama agreed: “There are too many instances of speeding in school zones. At my kids' school, the police had set up a speed trap and the number of drivers caught was mind-boggling.”

There's a lot of interest in having Intelligent Speed Assistance (ISA) in future cars. About 74% of people think ISA is a useful feature, and 56% want it included in their next vehicle. Additionally, 51% believe the Australian government should require ISA in all new cars, indicating a strong push for rules to make this safety feature more common and help cut down on accidents caused by speeding. Our Australian panel felt the same.

"Absolutely, I think it's time for the government to consider making ISA mandatory in cars," Song suggested. "It could significantly enhance road safety and reduce accidents related to speeding."

Hama added, "As a passive system, ISA is a great idea, provided it's regularly updated. Most drivers might not mind its presence, and if mandated, it would just become a standard feature. However, those determined to speed might still ignore it, but for the majority, it could be a useful safety net."

Looking ahead

As we survey the roads of India, Thailand, and Australia, it's clear that ADAS and ISA are not just futuristic add-ons, but practical tools that can make our daily commutes safer and less stressful.

For our friends Down Under, ISA can be that gentle nudge reminding you to slow down, especially when traveling through school zones or when you are coming near cameras.

In Thailand, where traffic can sometimes feel like a high-stakes game of dodgeball, the integration of these systems can provide a much-needed sense of calm and control.

ADAS features can even help you weave through India's bustling streets—giving you a second pair of eyes so you can better handle all those unexpected surprises. But not everyone sees the bumper-to-bumper gridlock as a burden.

"I've made peace with the traffic," laughed Hans. "I know I’ll face traffic almost every day, so it’s up to me how I deal with it. And honestly, as long as I've got my favorite playlist, I'm ready to tackle whatever the road throws my way."