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Automakers’ marketing and branding of advanced driving assistance systems (ADAS) can inflate a driver’s expectations of what the systems can handle, creating overconfident drivers, according to new research from the AAA Foundation for Traffic Safety.

An ADAS (also known as collision avoidance technologies) monitors a car’s acceleration, braking and steering in order to enhance safety, such as lane-keeping support. But when marketers focus on convenience and capabilities while minimizing a system’s limitations, they may inadvertently create more dangerous roads.

That’s because too many drivers buy into marketing hype. In a previous survey, AAA found that 40% of Americans expect ADAS with names like “Autopilot” and “ProPILOT” to have the ability to drive the car by itself. Neither of these systems have the capability to drive themselves. A driver’s overreliance on non-existent capabilities can lead to fatal car accidents.

The AAA Foundation furthered this research by giving 90 participants a brief overview of ADAS with fictitious names. The group was split between “AutonoDrive,” which had an upbeat overview that emphasized capabilities and convenience, and “DriveAssist” which emphasized the system’s limitations and driver responsibilities.

The study found that participants trained on AutonoDrive came away with more confidence. Forty-two percent of participants said the name AutonoDrive sounded more capable than it is, while only 11% of DriveAssist participants felt the same. AutonoDrive participants also felt more confident driving with distractions like eating (65% vs 27%) and using the phone (45% vs 13%) compared to the DriveAssist participants.

Perhaps even more troubling was the disparity between AutonoDrive participants and DriveAssist participants in collision avoidance. Forty-two percent of AutonoDrive participants believed the system could avoid a crash if another vehicle steered into its lane versus only 4% of DriveAssist participants.

Drivers Need To Understand Vehicle Technology

Drivers need to see beyond marketing hype and get a firm understanding of their vehicles’ ADAS. An overreliance on automated features has concerned other groups, like the Insurance Institute for Highway Safety (IIHS). If drivers don’t understand or don’t take necessary corrective actions, ADAS systems are ineffective.

For example, many cars come equipped with lane-keeping support (LKS) systems, which can help you return to your lane if you drift out of it. An LKS might use a dashboard warning, create a sound, vibrate your seat or steering wheel or gently steer for you. But that doesn’t mean it will actually drive for you.

And an LKS has serious limitations. The feature won’t work if there are no lane markings, if the painted markings have faded or obscured, or if there is snow on the ground.

But it’s not only road conditions that can render an LKS useless. Driver negligence also plays a part. The National Highway Traffic Safety Administration analyzed 5,470 police-reported car crashes and found that 34% of accidents that were caused by lane departures were because drivers were asleep or incapicitated. The IIHS points to this study as evidence of a driver’s limited ability to respond to lane departure warnings and LKS systems.

AAA agrees that drivers need to take a more active role in understanding vehicle technology. AAA Foundation research shows that when drivers receive detailed and comprehensive training on an ADAS, they initially pay more attention to the task of driving.

AAA recommends drivers do the following to avoid overreliance on ADAS:

• Learn the purpose of the ADAS technology by reading the vehicle’s owner’s manual and the manufacturer’s website.
• Understand the limitations. It’s good to not only understand what the ADAS can do, but also what it cannot do.
• Allow time for testing. Allow time for safe on-road testing so you understand how this technology works in real driving situations.
• Do not rely on the technology. Always keep control of your vehicle.

Teens Have More Confidence In Assistance Systems Than Parents

While many adult drivers are susceptible to marketing promises, it may be even more effective on teen drivers. A survey by the Children’s Hospital of Philadelphia shows that 72% of teens believe ADAS has a positive impact on driving versus 61% of adults. The survey also shows that teens felt that ADAS would be useful during inclement weather or while driving drowsy.

That perception does not match with reality. As we’ve seen, LKS systems do not work in the snow nor are they useful if you are sleeping or incapacitated.

But when it comes to learning to drive, teens and parents might find some common ground. The majority of teens (65%) agreed with parents (71%) that teens should learn to drive on vehicles without ADAS.

If you’re teaching your teen to drive, it’s imperative that you familiarize yourself with your car’s safety features before handing over the keys to your teen. If your car comes equipped with safety features like a following-distance indicator, make sure you understand the technology.

A firm understanding of your car’s features will not only help you reduce parent anxiety about teen driving but it can also help keep the roadways safer for everyone.