《2025城市NOA产研报告》：Momenta市占率超60%

Core Insights - The domestic urban NOA market has officially transitioned from "production accumulation" to "scale explosion" as of January 2026, marking a critical phase in its development [1] - The market concentration among third-party intelligent driving suppliers is increasing, characterized by a "high concentration competitive pattern" dominated by a few suppliers [1] Market Data - From January to October 2025, the total installation of urban NOA hardware in domestic passenger vehicles reached 2.392 million units, representing a year-on-year growth of 62.8% compared to the same period in 2024 [1] - The penetration rate of third-party intelligent driving solutions surged from 5.3% to 24.2% between 2023 and October 2025, indicating rapid market evolution [1][3] Competitive Landscape - Momenta holds approximately 60.2% market share, maintaining its position as the market leader for three consecutive years, while Huawei's HI model follows with about 20.6% [1][3] - Together, Momenta and Huawei account for over 80% of the market share, solidifying a "dual-strong" competitive landscape [3] Strategic Trends - Automakers are increasingly opting for strategic partnerships with third-party suppliers as the mainstream approach for rapid urban NOA mass production, reflecting a trend of resource integration [1] - The focus of competition is shifting from "whether functions are implemented" to "experience as king," emphasizing the importance of user experience in the development of third-party urban NOA solutions [3][4] Future Directions - The year 2025 is identified as a pivotal point for urban NOA, transitioning from "usable" to "user-friendly," with a core goal of creating safer and more reassuring high-level intelligent driving experiences [4] - The competitive focus is moving from the number of cities opened to the depth of experience, with the ability to create a seamless experience that surpasses human decision-making becoming a key differentiator for success in the intelligent driving sector [4]