Market entry strategy for aerospace data recorders into automotive market

Abstract

The penetration of Event data recorder (EDR) also called as Crash data recorders and its close cousin the Vehicle data recorder (VDR) given the rapidly growing size of the Indian automobile industry is almost non-existent. Event data recorders, world over are a kit consisting of the Event Data recorder device that is integrated into the automobile s electronics along with tools for accessing and downloading data from the EDR. The EDR is a device that records several parameters, such as vehicular roll, harsh acceleration, harsh deceleration, sudden or harsh breaking along with the status of deployment of the ABS, air-bags, brake and pedal position status along with other parameters during the process of occurrence of an event such as a crash or collision with an obstacle. The approach of several manufacturers globally has been to provide the EDR as a feature fitment in their marquee brand cars as well as certain other car models in their portfolio. The drive for a regulatory mandate given the ever rising events of accidents caused due to any number reasons has caught speed and is favorably looked upon by the National Highway Traffic Safety Association (NHTSA). We have looked at the evolution of the concept of data recoding and logging in a vehicle which took life in the 1970 s with limited information being gathered to its existence in its current form today. We were cognizant of the need to define the concept and develop it while testing its relevance and awareness with the various stakeholders in today s automotive industry environment. For this study we have used several ways to understand the awareness and gauge the relevance of the EDR to the Indian automobile market. The methodology followed consisted of surveying consumers all of whom owned one or more four wheelers. The survey results and discussion with the surveyed people preceding the actual survey is part of the Appendix at the end of study. It was also followed up with interviews with dealers with whom we had previously interacted while purchasing four wheelers and the accessory shop within the dealership.