Global Urban NOA Solution Market to Reach USD 30,290 Million by 2031 at 37% CAGR Driven by Tesla and Huawei

The global Urban NOA (Navigate on Autopilot) market is accelerating into a high-growth decade. According to the report Global Urban NOA Solution Market Outlook, In-Depth Analysis & Forecast to 2031 from QYResearch, the market is projected to expand from US$ 3,437 million in 2024 to US$ 30,290 million by 2031, representing a 37.0% CAGR (2025-2031). Growth is fueled by advances in perception-first architectures, lighter dependence on high-definition maps, and significant reductions in sensor and computing costs.

Urban NOA refers to advanced driving assistance tailored for dense city environments, enabling automatic navigation assistance, lane changes, overtakes, intelligent following, and automated parking. Two primary technology routes dominate the landscape: pure vision, as promoted by Tesla and adopted by XPENG in map-free form, and vision plus LiDAR, widely deployed by Huawei and many Chinese OEMs. Since 2023, development has converged on BEV + Transformer architectures, heavy perception with lighter maps, and cost-down strategies that are enabling large-scale commercial deployment in 2025.

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Leading Companies
Tesla
NIO
Li Auto
XPENG Motors
Xiaomi
Momenta
Huawei
Bosch
Horizon Robotics
Zhuoyu
Shenzhen DeepRoute.ai
Baidu

Applications
Passenger Cars
Commercial Vehicles

Classification
Pure Visual Solution
Vision and LiDAR

Latest Data
Forecasted Market Size in 2031: US$ 30,290 million
CAGR (2025-2031): 37.0%
Forecast Units: USD million (value)
Regions Covered: North America; Europe; Asia Pacific; South America; Middle East & Africa
Report Coverage: Revenue and volume forecast; company share; competitive landscape; growth factors and trends

2024-2025 Industry Developments
• XPENG achieved nationwide, map-free City NOA coverage in 2024, expanding to unlimited cities and routes with its XNGP platform.
• Huawei surpassed 1 million installed vehicles using its ADS 3.x smart driving system by mid-2025, with ADS Max and ADS Ultra bringing broader city and highway coverage.
• DeepRoute.ai launched a mass-market urban NOA solution powered by Qualcomm Snapdragon Ride in 2025 and ranked top in IDC's evaluations of urban NOA and lane-change control.
• Xiaomi rolled out City NOA across 10 cities on its SU7 sedan in 2024, with continued OTA expansions in 2025 on its Pilot Pro and Pilot Max configurations.
• Great Wall Motor deployed nationwide, HD-map-free NOA by late 2024, accelerating industry-wide adoption of light-map strategies.
• Horizon Robotics scaled compute power with its Journey 6 series (18-560 TOPS), lowering barriers to mass production of advanced driver-assist stacks.
• Baidu Apollo expanded both consumer-level ANP systems and its Apollo Go robotaxi service, surpassing 9 million cumulative rides by early 2025.
• Tesla advanced supervised city-street features in China and Europe, preparing for regional regulatory approvals and broader rollouts.

Product Introductions
XPENG Motors - XNGP
• Fully map-free nationwide City NOA coverage.
• Built on BEV + Transformer end-to-end architecture.
• Expanded OTA updates enable unprotected turns and urban intersections.
Huawei - ADS 3.x / ADS Max
• Multi-LiDAR and multi-sensor fusion system.
• Installed on over 1,000,000 vehicles by 2025.
• Advanced features include complex roundabouts and multi-level parking autonomy.
Xiaomi - Pilot Max (SU7)
• Powered by dual NVIDIA Orin chips totaling 508 TOPS.
• Equipped with Hesai AT128 LiDAR, 11 cameras, 3 radars, and 12 ultrasonics.
• City NOA active in 10 cities, with continued 2025 expansion.
DeepRoute.ai - Driver 3.x
• Built on Qualcomm Snapdragon Ride compute platform.
• Configurable as vision-only or vision plus LiDAR.
• Top-ranked urban NOA solution in 2025 IDC evaluations.
Baidu - Apollo ANP 3.0 / City Driving Max
• Lightweight mapping and vision-based perception system.
• Integrated with Apollo Go robotaxi service, which reached over 9 million cumulative rides in 2025.
• Features focus on intersections and unstructured road scenarios.

Downstream Customer List
XPENG Motors
Li Auto
NIO
Xiaomi Auto
Great Wall Motor
ZEEKR
BYD
AITO
AVATR
ARCFOX
IM Motors
Jiyue
Voyah
Deepal
Changan Automobile

Market Trend
Map-Free Becomes Mainstream
In 2025, the automotive industry reached a milestone where map-free NOA solutions became mainstream. XPENG and GWM led this transition, offering large-scale, nationwide coverage. Map-free deployments drastically reduce reliance on HD maps, lowering costs and enabling faster geographic expansion.

BEV + Transformer Defines the Standard
The BEV (bird's-eye-view) and Transformer-based perception-to-control pipeline has become the standard framework for urban NOA. This architecture has proven capable of handling complex maneuvers such as unprotected turns and multi-lane roundabouts, increasingly delivered via OTA updates.

Hybrid Sensor Approaches Prevail
While pure vision remains championed by Tesla, many OEMs in Asia prefer vision plus LiDAR for safety redundancy and enhanced low-speed performance. The trend is shifting toward flexible, sensor-agnostic stacks that allow both camera-only and LiDAR-enabled configurations.

Compute Power Scales, Costs Fall
With chips such as Horizon Robotics Journey 6, NVIDIA Orin, and Qualcomm Snapdragon Ride, OEMs can balance cost and performance across different vehicle segments. This scaling has enabled broader adoption of urban NOA in mid-range models.

Large-Scale Deployments
Huawei's 1 million vehicle milestone demonstrates that urban NOA has reached genuine mass-market penetration. Adoption metrics from BYD and others show urban NOA is being increasingly engaged by drivers, although usage still trails highway NOA.

Transition Toward L3 Pilots
Some OEMs have started limited L3 deployments for urban expressways, though most city NOA remains at L2++ supervised levels. Regulatory approvals and hardware redundancy will dictate the speed of this transition.

Robotaxi Experience Shapes Consumer ADAS
Baidu Apollo Go's millions of rides have provided valuable training data and operational expertise, feeding directly into consumer-facing ANP features. This crossover is accelerating progress in urban NOA reliability.

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Global Expansion and Regulation
Tesla is preparing supervised city-street NOA for China and Europe, pending regulatory approvals. Meanwhile, Chinese players such as Momenta and DeepRoute are partnering internationally, highlighting the globalization of ADAS supply chains.

Collaborative Ecosystem Development
Chipmakers, solution providers, and OEMs are working more closely than ever to create reference designs and unified platforms. This collaboration reduces time-to-market and ensures that innovations scale quickly across product lines.

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