Zhong Guo Jing Ji Wang·2026-01-15 02:12Core Insights - 2025 is identified as a critical year for the commercialization of urban NOA (Navigation Assisted Driving) in China, with a projected market scale growth [1] - The report indicates that from January to November 2025, the cumulative sales of passenger cars equipped with urban NOA reached 3.129 million units, with a penetration rate of 15.1%, an increase of 5.6 percentage points compared to the entire year of 2024 [1] Industry Background - NOA technology is seen as a key driver for smart connected vehicles, bridging advanced driver assistance and fully autonomous driving, which is crucial for enhancing user travel experience and asserting China's competitive voice in the global automotive industry [3] - The report highlights that among the passenger cars sold with urban NOA, domestic brands accounted for 2.5373 million units, representing 81.1% of the total, showcasing innovation and competitiveness in the smart connected vehicle sector [3] Market Dynamics - The current market for urban NOA is characterized by a dual-driven model of self-research by car manufacturers and collaboration with third-party suppliers [5] - Major players in self-research include Tesla, NIO, Xpeng, Li Auto, Xiaomi, and others, while approximately 29 brands collaborate with third-party suppliers [5] - The third-party supplier market is dominated by two key players, Momenta and Huawei, which together hold about 80% market share; Momenta's urban NOA installations reached 414,400 units, accounting for 61.06% of third-party suppliers, while Huawei's HI model accounted for 19.76% with 134,100 units [5] Technological Advancements - The rapid iteration of technology and market competition is driving systemic changes in smart driving technology, core architecture, and industrial ecology [9] - The report emphasizes that end-to-end large models are becoming the core engine for NOA technology iteration, facilitating a shift from modular architecture to integrated systems [10] - New energy vehicle manufacturers are building technological barriers through full-stack self-research, while traditional automakers are accelerating technology deployment through partnerships with third-party suppliers [10] Future Outlook - The report anticipates that by 2030, urban NOA will become a mainstream feature in both assisted and autonomous driving [10] - Recommendations for enhancing the high-quality development of NOA include improving top-level design, strengthening technological innovation, enhancing industry collaboration, and exploring global competitiveness for supply chain enterprises [11]