Insurance Australia Group (IAG) has launched a landmark research project with Queensland University of Technology (QUT) and the iMOVE Co-operative Research Centre to investigate why Advanced Driver-Assistance Systems (ADAS) are not delivering their full potential to reduce crashes on Australian roads.
While ADAS technologies such as autonomous emergency braking (AEB) and lane-keeping assistance are proven to reduce collisions globally, IAG’s new study will explore behavioural factors limiting their effectiveness locally. The project aligns with the Australian Government’s National Road Safety Strategy, which aims to significantly cut road fatalities and serious injuries by 2030.
IAG Research Centre Head, Shawn Ticehurst, said the project will deliver unique insights into how Australian drivers interact with ADAS in real-world conditions.
“IAG’s research project will gather unique insights through observing Australian drivers while they’re operating ADAS safety features and identify behavioural barriers or knowledge gaps which could be addressed through greater driver education,” Mr Ticehurst said.
Recent IAG consumer research reveals a major disconnect between technology capability and driver understanding.
- 60% of drivers admit to turning off their vehicle’s ADAS safety features.
- 80% say they’ve learned to use these systems through trial and error.
- 70% would welcome more education on how to get the most from ADAS.
Mr Ticehurst said understanding why many drivers disable these systems is key to improving safety outcomes.
“We are seeking to understand why 60% of Australian drivers surveyed admit to actively turning off the ADAS safety features in their cars, and what might encourage a behavioural shift to help in reducing preventable accident rates.”
Professor Sebastien Glaser, from QUT’s Intelligent Transportation Systems program, said the study is vital as ADAS adoption accelerates. Around 40% of vehicles on Australian roads are forecast to be ADAS-enabled by 2031, according to Austroads forecasts.
“Right now, all new vehicles in Australia are equipped with different ADAS features, but we are yet to see their life-saving potential realised. This research project seeks to understand why,” Professor Glaser said.
“By investigating the potential impacts of specialised ADAS education on driver behaviour, this research aims to establish an actionable road map towards accident reduction in Australia.”
iMOVE Managing Director Ian Christensen added that effective use of driver-assist technologies depends on driver confidence and understanding.
“While driver-assist technologies have been shown to reduce accidents and save lives, the safety potential is reduced if drivers lack confidence in using them. To secure the benefits from their deployment, iMOVE is pleased to be working with IAG and QUT to explore the nature of this challenge and deliver better outcomes for the whole community.”
The study will include extensive field trials at the RACQ Mobility Centre in Brisbane, observing drivers using ADAS in real-world conditions. It will also explore:
- How ADAS performance changes over the vehicle’s life;
- The extent to which specific crash types can be prevented through correct use;
- Whether radar sensors can be safely reused after a collision.
The research findings will be published in 2026, providing an evidence-based roadmap to strengthen driver education and maximise the benefits of ADAS across Australia’s fleet.
The project’s timing also coincides with new national regulations. Under the Australian Design Rules, all new vehicles sold in Australia must include car-to-car autonomous emergency braking from March 2025, and car-to-pedestrian AEB from August 2026.
For fleet operators and road safety professionals, IAG’s research underscores the importance of not just specifying vehicles with advanced safety technology, but ensuring drivers are trained and confident to use it correctly—turning innovation into measurable safety outcomes.
