[hfdgiutdryg]

but i imagine the improvements are marginal at this point

Existing improvements have barely entered the market. Consider what is probably the single greatest innovation since ABS: automatic emergency braking. Having watched quite a number of dashcam videos on YouTube, it is amazing how many people just plough into others, either not braking at all, or not braking at anywhere near the limit of their car.

Here's a great example of automotive innovation saving the day: https://m.youtube.com/watch?v=9X-5fKzmy38

Incidentally, this is the same reason I find those clickbait articles about "what would a self-driving car do if faced with hitting a school bus or running off a cliff". The correct answer is "brake to the full potential of the car and aim straight", since reducing kinetic energy should be the primary focus!