IAG, Australia’s largest general insurer, has launched a major field study to advance its landmark research into why Advanced Driver Assistance Systems (ADAS) vehicle safety technologies are falling short of their promise to reduce road accidents.
IAG has partnered with QUT and the iMOVE Co-operative Research Centre on the project, which comes as forecasts indicate 40 per cent of vehicles on Australian roads will be ADAS-enabled by 2031.
From the RACQ Mobility Centre in Brisbane, 60 drivers will be assessed in real-time test track conditions while using ADAS technology, such as autonomous emergency braking (AEB) and lane keeping assist.
Head of the IAG Research Centre, Shawn Ticehurst, said this first-of-its-kind study 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.
“The safety benefits of Advanced Driver Assistance Systems are well established globally, and the Australian Government has begun mandating these systems in all new vehicles sold in Australia,” he said.
“However, 60 per cent of Australian drivers tell us they are actively turning off driver-assist safety features in their cars, meaning those people are missing out on realising the safety benefits – and that’s a major concern.
“IAG’s research seeks to understand what’s preventing Australian drivers from embracing ADAS safety features, what might encourage a behaviour shift, and guide practical solutions to make our roads safer.”
Pureprofile nationally conducted online research of 2,024 people on behalf of IAG in August 2025. Respondents were aged 18-plus and drive a vehicle enabled with ADAS safety features.
Professor in intelligent transportation system at QUT, Sebastien Glaser, said it’s important for drivers’ knowledge to keep pace with the rapid evolution and penetration of vehicle safety technology globally.
“We know that 40 per cent of vehicles on Australian roads are set to be ADAS-enabled within the next five years, and it’s increasingly important to explore the effectiveness of these systems, which starts with driver engagement.
“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.”
The research project aligns with the Australian Government’s National Road Safety Strategy commitment to deliver significant reductions in fatalities and serious injuries by 2030.
IAG will publish its ADAS research findings later this year.