The defining keyword that ran through the U.S. automotive market this year was undoubtedly “restoring balance.”
While the rapid sprint of pure electric vehicles (EVs) temporarily slowed, hybrids (HEV) and plug-in hybrids (PHEV) once again took center stage. At the same time, Advanced Driver Assistance Systems (ADAS) have evolved from being a competitive differentiator for specific brands into a universal safety infrastructure across the entire industry.

Industry observers agree that technological advancements are now spreading evenly to consumers regardless of vehicle price range or segment, ushering in a true era of “upward standardization.”This year, consumers began seeking realistic electrified options rather than perfect EVs. Rising prices due to tariffs, the high cost of battery production, and uneven charging infrastructure, and other concerns weighed heavily on buyers. The practical alternative that emerged was the hybrid.

Advanced Driver Assistance Systems (ADAS) have also moved beyond being exclusive to luxury vehicles and are now regarded as essential equipment. Starting with 2025 models, even entry-level vehicles come standard with sophisticated ADAS. Honda has applied its expanded Honda Sensing 360 suite to mainstream models such as the Accord and Civic, enhancing features like lane-keeping assist, adaptive cruise control, and automatic emergency braking.
Subaru continues to refine its proprietary EyeSight Driver Assist technology, maximizing safety performance.
Tesla made headlines by including its Full Self-Driving (FSD) software as standard on the refreshed Model Y, taking a bold step toward democratizing autonomous driving technology.
Luxury EVs such as the BMW iX have also set trends this year by combining cutting-edge sensors and software to deliver both convenience and top-tier safety.