Advanced Rider Assistance Systems Market

The global Advanced Rider Assistance Systems Market market size is projected to grow from USD 2.17 billion in 2025 to USD 3.86 billion by 2032 at a CAGR of 9.1%. 

Increasing demand for safety and rider protection in the motorcycle industry is the major factor driving the ARAS market. The demand for high-powered motorcycles is growing in developing countries for daily commuting and touring activities. With the growing demand for heavy motorcycles, several motorcycle-related accidents, and unsupportive road infrastructures, the need for ARAS will rise in the forecast period. ARAS utilizes sensors, cameras, radar, and AI algorithms to provide real-time monitoring of the road and surrounding environment, giving highlights such as collision warnings, adaptive cruise control, lane-keeping assistance, and emergency braking. With the use of ARAS, riders shall benefit from an additional layer of protection, helping to reduce accidents caused by human error and environmental factors.

>500 CC will likely showcase faster CAGR in the advanced rider assistance systems market.

ARAS market is categorized into above 500 CC and below 500 CC based on the displacement type. Motorcycles with engine displacements above 500cc dominate the ARAS market, fuelled by a rising preference for premium touring bikes and long-distance adventure riding. Riders of heavyweight motorcycles prioritize progressed safety features like adaptive cruise control, blind spot detection, and lane-keeping assist to enhance highway performance and reduce fatigue. The higher performance characteristics of these two-wheelers, such as higher speeds, more torque, and heavier weight, create elevated safety risks. The deployment of ARAS would effectively address these issues as the additional cost of deploying ARAS represents a smaller percentage of the total price of these premium vehicles. According to the International Motorcycle Manufacturers Association (IMMA), over 60% of modern premium motorcycles sold globally are equipped with at least one advanced rider assistant feature.

Global OEMs are stepping up their investments in rider safety and comfort. For instance, BMW group launched Motorrad's 2025 R 1300 GS Adventure with an optional Riding Assistant package that includes Active Cruise Control (ACC), Front Collision Warning (FCW), and Lane Change Warning. The advanced radar-based system integrates adaptive cruise control and collision avoidance, setting a new standard for touring safety. Furthermore, Ducati's 2025 Multistrada V4 S comes standard with blind spot detection and front and rear collision warnings, reinforcing its appeal in the adventure-touring market. North America and Europe hold promising growth opportunities owing to the higher preference for premium-end two-wheelers. Thus, as city traffic rises, there will be an increasing emphasis on rider safety & performance together that will subsequently drive the adoption of ARAS in the above 500 cc displacement segment. 

The motorcycle segment is the largest in the ARAS market during the forecast period.

Motorcycles dominate the vehicle segment in the advanced rider assistance systems (ARAS) market owing to their higher performance capabilities and premium positioning among all 2-wheeler types. Riders are among the most vulnerable road users, making safety advancements attractive and essential. Motorcycle Industry Council (2024) emphasizes that motorcycles account for 14% of traffic fatalities despite comprising just 3% of vehicles, prompting a surge in demand for ARAS technologies like Adaptive Cruise Control (ACC) and Collision Warning Systems. Motorcycles are also offered at higher price points than scooters or mopeds, which enable OEMs to absorb the costs of sophisticated technologies like radar-assisted cruise control, lean-angle sensitive ABS, and cornering lights. 

Leading OEMs are moving rapidly to implant radar technology into their motorcycles. In 2025, BMW Group (Germany) launched its next-generation Motorrad models integrated with ARAS technologies, including dynamic traction control and cornering ABS, ensuring improved security and refined riding. Further, government safety regulations, such as the European Commission's Vision Zero strategy, are pushing manufacturers to prioritize advanced safety systems. As a result, motorcycles will continue to be the largest and most lucrative two-wheeler type in the ARAS market by 2032.

Asia Pacific to emerge as the fastest-growing region in the ARAS market during the forecast period.

The Asia Pacific region is witnessing the fastest growth in the ARAS market, driven by factors including rapid urbanization, rising disposable incomes, and government-led safety campaigns. The demand for two-wheelers is surging along with an increased focus on road safety in nations like India, China, and Indonesia; this will likely create an opportunity in the ARAS market in the forecast period. According to the Society of Indian Automobile Manufacturers (SIAM), India recorded domestic two-wheeler sales of approximately 17.9 million units in 2024, a 13.0% increase year-on-year. The China Association of Automobile Manufacturers (CAAM) reported 22.5 million motorcycles produced and 20.5 million sold domestically, with electric models making up 30% of total sales. Vietnam continued strong, with an average of 3 million units in sales annually. These three countries dominate nearly 70% of Asia Pacific’s two-wheeler landscape.

Rapid growth is largely fuelled by economy two-wheelers (up to 125cc), which account for over 80% of total sales. Models like Honda's Activa and Hero MotoCorp's Splendor have built up themselves as market pioneers. They are presently being equipped with essential Advanced Rider Assistance Systems (ARAS), such as Anti-lock Braking Systems (ABS) and collision warning systems. These updates are part of a broader industry shift toward improved safety benchmarks in developing markets, making even entry-level two-wheelers more advanced and secure.

At the premium end, a dynamic mid-range expansion is reshaping consumer expectations. Brands like Royal Enfield (India), Harley-Davidson (US), and Triumph Motorcycles Ltd (UK) are aggressively expanding their presence across India, Japan, China, and South Korea. Models like the Triumph Speed 400, Royal Enfield Super Meteor 650, and Harley X440 present features like adaptive cruise control, blind-spot detection, and emergency braking to assist a broader consumer base. A striking advancement is Royal Enfield's declaration to begin with an electric motorcycle, the 'Flying Flea,' set to dispatch in 2026. This move signifies the brand's commitment to integrating advanced technologies and extending its impression within the electric vehicle section.

The Asia Pacific two-wheeler ARAS market is expected to undergo a drastic transformation. With over 40% of two-wheelers expected to be electric, electrification will dominate, providing the perfect platform for more integrated, smarter ARAS technologies. While premium OEMs will continue pushing the innovation envelope, the true revolution will unfold in the economy segment, where factory-fitted features like lane-keeping assist, auto-braking, and vehicle-to-vehicle (V2V) communication will become standard even on affordable scooters and motorcycles.

In-depth interviews were conducted with CXOs, marketing directors, other innovation and technology managers, and executives from various key organizations operating in the ARAS market. The break-up of the primaries is as follows:

• By Company Type: OEMs – 24%, Tier 1 –67% and Tier 2 & 3 – 9%,
• By Designation: CXO – 33%, Managers – 52%, and Executives – 15%
• By Region: North America – 26%, Europe – 30%, Asia Pacific – 35%, and ROW­­-9%

The ARAS market comprises major manufacturers such as Robert Bosch (Germany), Continental AG (Germany), BMW Group (Germany), Ride Vision (Israel), dSPACE GmbH (Germany), Rider Dome (Singapore), and others.

Research Coverage:

The study covers the ARAS market in various segments. It aims to estimate the market size and future growth potential of this market in segments such as Vehicle Type, Displacement, Technology, Hardware, Solution, End Use, and Region. The study also includes an in-depth competitive analysis of key market players, their company profiles, key observations related to product and business offerings, recent developments, and acquisitions.

This research report categorizes the ARAS Market by Vehicle Type (Motorcycles, Scooters/Mopeds, Electric Scooter, E-Bikes, And Three-Wheelers/Quads), By Displacement (Above 500 cc and below 500 ccs), By Technology (Adaptive Cruise Control (ACC), Collision Warning System, Blind Spot Detection, Traction Control System (TCS), Automatic Emergency Braking (AEB), Lane Keep Assist And Anti-Lock Braking System (ABS)), By Hardware (Radar Sensors, Cameras, Lidar, Ultrasonic Sensors, Electronic Control Units And Others), By Solution (Hardware and Software), By End Use (OEM and Aftermarket) and Region (Asia Pacific, Europe, and North America).

The report's scope covers detailed information regarding the major factors, such as drivers, restraints, challenges, and opportunities, influencing the growth of the ARAS market. A detailed analysis of the key industry players provides insights into their business overview, solutions, and services, key strategies, contracts, partnerships, agreements, new product and service launches, mergers and acquisitions, and recent developments associated with the ARAS market. This report also covers a competitive analysis of SMEs/startups in the ARAS market ecosystem.