Autonomous Emergency Brake (AEB) is a vehicle safety technology which has the potential to prevent a crash or reduce the impact speed of a crash. The technology can alert a driver to an imminent crash and help them use the maximum braking capacity of the car. AEB comes in three categories namely low speed, higher speed and pedestrian system. The pedestrian AEB system detects pedestrian movement in relation to the path of the vehicle to determine the risk of collision. AEB systems are designed to support the driver only in emergency situations and that the driver remains responsible for the vehicle at all times. The main aim of this study is to determine understanding of citizen in Malaysia and their willingness-to-pay for pedestrian AEB system to fit in their vehicle. The result of this research will find the willingness of Malaysia citizen to purchase with affordable range price of pedestrian AEB system and their understanding it function and the importance of this system nowadays. From this study, it can encourage car manufacturers in Malaysia to produce vehicles that fitted with pedestrian AEB system on their car as standard of ASEAN NCAP in the future.
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