The rapid advancement of Advanced Driver Assistance Systems (ADAS) is reshaping the future of mobility by offering potential improvements in safety, efficiency, and driving experience, yet consumer acceptance remains uneven across regions. This study addresses the gap in knowledge and trust by examining how Hungarian drivers, as part of the Central and Eastern European context, perceive and adopt ADAS technologies. To achieve this, we conducted two expert in-depth interviews to refine the research instrument, followed by an online survey of 179 drivers. Using k-means cluster analysis, we identified three distinct consumer segments: Conservative Controllers, who demonstrate low levels of trust and willingness to adopt ADAS; Cautious Adopters, who weigh costs and benefits carefully; and Pragmatic Innovators, who are open to experimentation and display the highest acceptance and willingness to pay. The results reveal that awareness and familiarity strongly influence acceptance, highlighting the role of consumer education and transparent communication in shaping adoption. The findings suggest that manufacturers, driving schools, and policymakers can accelerate the diffusion of ADAS by developing targeted strategies tailored to different consumer groups. Strengthening knowledge and trust in these systems will not only support their market success but also contribute to safer, more sustainable transportation.

Advanced Driver Assistance Systems (ADAS) are increasingly shaping urban mobility and road safety, yet their benefits depend not only on technical performance, but also on driver acceptance. This study examines how Hungarian drivers perceive and evaluate key ADAS functions, Adaptive Cruise Control (ACC), Lane Keeping/Centering Assist (LKA/LCA), and Forward Cross Traffic Alert (FCTA), in urban driving contexts. The research is based on qualitative focus group discussions conducted in Győr, Hungary, involving drivers aged 20–50 from different age cohorts. Data were analyzed using thematic analysis. The findings show that the acceptance of ADAS is strongly context-dependent and function specific. ACC was perceived primarily as a comfort-enhancing tool, especially on longer or more monotonous routes, while LCA was often regarded intrusive and less reliable in urban conditions due to poor road markings, potholes, and frequent stop-and-go situations. On the contrary, blind spot and cross-traffic-related functions were evaluated more positively due to their direct safety benefits. Trust, perceived risk, and control emerged as key dimensions of acceptance, with many participants emphasising the importance of warning-based support rather than a strong autonomous intervention. In general, the study concludes that urban acceptance of ADAS is shaped by the interaction of infrastructure conditions, perceived usefulness, and driver trust, highlighting the need for more transparent, context sensitive, and user-centered system design in support of safer urban mobility.