Securing LiDAR Design Wins in U.S. AV Programs
Methodology
Type of Study
Methodology
Sample Size
Location
Industry
Segment
Sub-Segment
Target Audience
the challenge
A LiDAR and sensor-technology provider needed a clear view of how U.S. OEMs and their ecosystem actually approve a LiDAR “design win”—from early technical evaluation through purchasing sign-off. Internal stakeholders lacked visibility into who truly influenced the decision, what proof points reduced risk, and where deals stalled (e.g., validation, sourcing, contracts, or supplier readiness). Without this clarity, it was difficult to prioritize product roadmap bets, tailor the sales narrative by role, and build a program that supported decision-making across engineering and commercial stakeholders.
Our Approach
InnResearch designed an ad-hoc quantitative study to map the end-to-end decision pathway and quantify the relative weight of technical, commercial, and risk drivers. We structured the survey to isolate: Decision stages (shortlisting → bench/vehicle validation → sourcing → legal/commercial approval) Stakeholder influence by function and seniority Deal-breakers vs. negotiables (performance thresholds, supply commitments, warranty, validation evidence) Proof required to progress between gates (testing artifacts, functional safety alignment, cybersecurity posture, manufacturing readiness) This approach enabled stakeholders to identify the real “moments of truth” in the buying process, align messaging to each gate, and focus enablement on the roles that most often determine the outcome.
Key Insights
The buying journey consistently followed distinct approval gates, and drop-off risk peaked at the handoff between technical validation and commercial sourcing—where “readiness proof” mattered more than incremental performance claims. Influence clustered by stage: engineering roles drove shortlisting and validation criteria, while sourcing and contracts held the strongest leverage during pricing, warranty, and supply assurance—highlighting the need for stage-specific narratives. The strongest accelerators of decision confidence were packaged evidence (vehicle-level test artifacts, safety alignment documentation, and manufacturing readiness indicators), not single metrics presented in isolation. Misalignment between engineering and commercial stakeholders most often centered on supply continuity, total cost of ownership, and liability terms, creating avoidable delays when not addressed early with the right stakeholders.
Impact
The study delivered actionable insights that helped brands prioritize the right stakeholders at each gate, redesign sales enablement around the real approval pathway, and focus proof packages to reduce buyer risk. The results supported decision-making by clarifying which decision drivers were universal versus role-specific, enabling the client to: Streamline targeting for key approval roles and committees Build stage-based messaging (technical validation vs. commercial risk assurance) Strengthen readiness collateral (test evidence, safety artifacts, manufacturability signals) Improve internal alignment between product, engineering, and sales teams
Conclusion
InnResearch quantified how LiDAR design wins are truly approved inside U.S. autonomous vehicle programs and where decisions most often stall. By mapping stakeholder influence and proof requirements across gates, the engagement enabled stakeholders to act decisively, supported decision-making across cross-functional teams, helped brands tailor messaging to the right role at the right moment, and ultimately delivered actionable insights to increase win probability in a complex B2B buying process.