Update on GSR Compliance for DMS
The July deadline for advanced driver distraction warning has passed, and some OEMs clearly had a more orderly compliance run-in than others.
Visual evidence on YouTube shows a dramatic rise in European vehicle models at start-of-production fitted with a driver monitoring system (DMS). After working through scores of videos, it is clear the largest DMS software suppliers had a record quarter for cars-on-road in the period April to June.
Even specialist, low-volume, models must now have DMS installed, and the evidence supports this has happened. Shown below is the 2026 Maserati Gran Cabrio.
Source: YouTube
However, some OEMs clearly had an orderly run-in to the July deadline, and others look much more disorderly. GSR now requires every vehicle with four or more wheels to be compliant with advanced driver distraction warning (ADDW), but the visual evidence gathered for passenger cars across many models and for many brands would suggest otherwise.
This clearly doesn’t mean those brands and models don’t have DMS. It means in some cases the installation plan went right to the wire on the deadline date, rather than a gradual install over, say, one or two quarters. This implies the July to September quarter will post delivery numbers even larger than we are set to see reported during this month (for April to June), which sets the scene nicely for the November results and continued growth in DMS shipments.
Let’s take a look at the ten largest OEMs selling passenger cars in Europe. As ranked by the ACEA, that is (in order): Volkswagen Group; Stellantis; Renault Group; Hyundai Group; BMW Group; Toyota Group; Mercedes-Benz; Ford; Volvo Cars; and SAIC Motor (MG).
Together these ten OEMs accounted for about 85-90 percent of the approximately 13 million passenger cars sold in Europe last year, so it gives a very good guide to how events are progressing.
Research for the September release of the “Forward Share Estimates of the European Automotive Driver Monitoring Systems Market” is underway, which will provide forward estimates of market shares for 2027. There are two reports coming, one covering Tier 1 suppliers, and one covering Tier 2s (DMS algorithm developers).