Under 30% User Retention for Urban NOA as Billion-Dollar Smart Driving Market Faces Implementation Hurdles

At the High-Level Forum on Intelligent Electric Vehicle Development held on April 12, 2026, Zhou Guang, CEO of DeepRoute.ai—a company specializing in intelligent driver-assistance technologies—stated that China's market for advanced driver-assistance systems (ADAS) solutions is expected to exceed RMB 120 billion by 2025. However, the current penetration rate of urban Navigation on Autopilot (Urban NOA) stands at only around 15%, with user retention ranging between 20% and 30%. As one of the most technically challenging ADAS solutions, Urban NOA has yet to be widely adopted by consumers as a daily-use tool, highlighting a significant gap between market acceptance and industry investment.