OYSTER BAY, NY -- The global market for auto driver-assist systems is forecast to grow 41% compounded annually through 2020, new research says.

The market for ADAS systems was $16.6 billion in 2012, ABI Research says. The research firm believes the market will top $261 billion by the end of the decade.

“ADAS systems are increasingly being offered by mass-market OEMs such as Ford and Volkswagen,” said Gareth Owen, research analyst. “While the majority are offered in bundles and sold as optional “driver-assist” packages, a growing number of OEMs are starting to fit some ADAS systems as standard equipment.”

ADAS systems are also becoming more sophisticated. For instance, in May Volvo will start offering a system that can stop a vehicle if a pedestrian or cyclist is in its immediate path.

A key catalyst driving the adoption of ADAS systems in Europe over the next five years will be the Euro NCAP specifications. The specifications include three types of ADAS systems: Speed Assistance Systems (SAS), Autonomous Emergency Braking (AEB), and Lane Departure Warning/Lane Keep Assist (LDW/LKA).