H1 2026 ADAS Chip Market: Urban NOA Adoption Drives Demand for High-End Chips

In the first half of 2026, against a backdrop of nearly 20% year-over-year decline in domestic passenger vehicle deliveries, deliveries of models featuring factory-installed standard Navigation on Autopilot (NOA) functionality surged by 51.23% year-over-year, significantly boosting demand for intelligent driving domain controllers and high-end chips. During the same period, factory-installed intelligent driving domain controllers in passenger vehicles reached 3.1732 million units, up 29.07% year-over-year, with a penetration rate of 37.21%. In the full-stack intelligent driving chip market for domestic-brand passenger vehicles, Horizon Robotics led with a 31.94% market share, followed closely by NVIDIA at 29.38%, while Mobileye ranked third. Among suppliers of high-end intelligent driving chips supporting urban NOA, Horizon Robotics rose to second place with a 22.82% market share, driven by mass production of its Journey 6 series chips. The market structure has undergone a significant shift—from previously being dominated by low-tier ADAS monocular front-view camera solutions to now being propelled by mid-to-high compute intelligent driving domain controller chips that drive growth across the full-stack market. This transformation has reshaped the competitive landscape among suppliers, where open ecosystems and flexible adaptability have become critical differentiators. Despite overall pressure on passenger vehicle sales in the first half of 2026, the trend toward upgrading to high-end intelligent driving systems continued, with the urban NOA market experiencing rapid growth. The high-end intelligent driving chip market is evolving from a “one dominant leader plus two strong players” structure into a “dual-leader”格局, with NVIDIA maintaining its lead while Horizon Robotics narrows the gap. Horizon’s breakthrough in the high-end segment is primarily attributed to its Journey 6 chip, which has secured定点design wins from over 25 automakers across more than 100 vehicle models, with over 40 models already in mass production. 2026 is seen as a pivotal year for the large-scale adoption of urban NOA. In China, annual deliveries of vehicles supporting urban NOA are expected to approach 6.5 million units, with second-half deliveries roughly doubling those of the first half. Urban NOA is also entering vehicles priced around RMB 150,000, and joint-venture brands are accelerating their deployment—deliveries of joint-venture vehicles equipped with NOA grew 240% year-over-year in the first half of 2026, with scale continuing to expand. Since its launch, Horizon’s Highway & Street Driving (HSD) system has been rapidly implemented and is expected to enter a key volume ramp-up phase in the second half of 2026, with around 20 vehicle models slated for collaboration by year-end. In 2027,配套models are poised for explosive growth.