Lidar is a key differentiator for Volvo, a brand that builds a legacy on safety.
Historically, the Swedish automaker has standardized emerging safety features such as the three-point seat belt and side-impact airbags.
Self-driving car sensor startup Luminar Technologies will supply Volvo with its Iris lidar and Sentinel software, which will be integrated with Volvo software in the EX90.
The lidar system, which Volvo says can detect pedestrians up to 820 feet away, even at highway speeds, is part of the EX90’s road-monitoring system, which includes cameras, radars and ultrasonic sensors.
“The difference lidar can make for real-life safety is remarkable,” Rowan said earlier. “Research indicates that adding lidar to a car can reduce accidents with severe outcomes by up to 20 percent, and overall crash avoidance can be improved by up to 9 percent.”
Research firm IDTechEx estimates the automotive lidar market to grow to $8.4 billion in a decade, powered by increased adoption of autonomous vehicles and advanced driver-assistance systems.
Volvo’s decision to bundle the expensive technology as standard equipment also sets it apart in the industry.
Vehicles with Level 2 autonomous capabilities have lidar components starting in the $1,500 to $2,000 range, and lidar for cars with Level 3 capabilities can cost even more.
Despite the high sticker price, Volvo is betting the safety tech will drive the adoption of automated services that the company can charge for.
Luminar CEO Austin Russell has described Volvo’s decision to bundle lidar as a “watershed moment for the industry.”
“You don’t have an option package for airbags. You don’t have an option package for seat belts,” he said. “Why should you have an option package for lifesaving technology?”