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Higher Adoption Rates Hinge on Reducing the Active Steering System Cost
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Dubbed as the next big thing in the automotive industry, active steering solutions failed to live up to the hype. Launched in 2003, BMW’s active steering solution was supposed to be a game changer. With subsequent launches by other original equipment manufacturers (OEMs), namely with rear wheel steering (RWS) and all wheel steering (AWS), the market failed to gain sufficient traction. As of today, most of the OEMs that provided these options are no longer considering active steering solutions as their primary focus and have subsequently exited the market because of the costs associated with it. This private market insight looks into the reason why active steering solutions never gained sufficient traction by investigating consumer needs and pricing considerations, amongst other areas.
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