In the first half of 2026, China's passenger vehicle market is set to encounter overall market pressure. However, the adoption of assisted driving technology is experiencing rapid acceleration. Specifically, deliveries of vehicle models equipped with standard NOA (Navigate on Autopilot) as original equipment have surged by 51.23% year-on-year. Meanwhile, deliveries of intelligent driving domain controllers have also increased by 29.07% year-on-year, with a penetration rate reaching 37.21%. This shift has led to a transformation in the demand structure for intelligent driving chips, where low-end ADAS front-view integrated machine chips are gradually being supplanted by medium-to-high computing power intelligent driving domain control chips.

In the comprehensive market for intelligent driving chips in Chinese self-owned brand passenger vehicles, Horizon Robotics and NVIDIA jointly command over 60% of the market share. In the fiercely competitive market for urban NOA chips, NVIDIA holds the top position, Horizon Robotics has risen to second place, and Huawei secures the third spot. Collectively, these three companies occupy nearly 80% of the market. Horizon Robotics' market share growth can be attributed to the mass production of its Journey 6 series, which has also spurred the implementation of integrated software-hardware solutions.

The development trajectories for highway NOA and urban NOA have diverged, with the installation price of urban NOA decreasing. This reduction in cost is accelerating its entry into the 150,000-yuan vehicle segment, with joint venture brands emerging as a new source of growth. It is anticipated that by 2026, deliveries of passenger vehicles supporting urban NOA in the Chinese market will reach 6.5 million units. The competition for intelligent driving chips will extend across multiple dimensions, including chips and algorithms, further cementing the positions of the top two players in the high-end market.