These systems use sensors and automatic braking, sometimes called autobrake, to detect and avoid a likely collision. Insurance Institute for Highway Safety research shows that vehicles with these features are less likely to rear-end another car.

Consumers who have been saved from a crash become believers, says Dean McConnell, leader of sales, project management and business development for Continental Automotive Systems.

"This is a case where people see the benefit," McConnell said. "They want to see it work, and they want to have it on all the time."

Acura spokesman Matt Sloustcher says that, among safety systems, collision mitigation especially wins converts. Sloustcher said: "It's a powerful experience for anyone in a car with [collision mitigation] the first time the system deploys."