China's intelligent cockpit supply chain is entering a new phase of scale adoption and value upgrade, with head-up displays (HUDs) becoming a mainstream feature, according to a new ranking from Gasgoo Auto Research Institute, as reported by D1EV. The data covers installations in the domestic passenger-car market from January to August 2026.
Cockpit domain controllers: a fragmented field
Desay SV led the cockpit domain controller segment with 943,118 units installed, capturing a 14.9% market share. Huawei Technologies followed with 470,854 units (7.4%), narrowly ahead of Bosch's 460,805 units (7.3%). Ecarx ranked fourth with 421,205 units (6.6%), while SV Auto and Cheliantianchi took fifth and sixth with 338,207 and 333,814 units respectively, each holding 5.3%.
The top ten also included Pegatron and Quanta (supplying Tesla), Harman, Huayang Universal, and Flextronics. The mix of domestic and international suppliers highlights the market's diversity, with local players occupying four of the top six spots. As cockpit domain controllers take on more computing and system integration tasks, competition is expected to center on technology integration, cost control, and automaker partnerships.
Chip market: Qualcomm's dominance
In the cockpit domain controller chip segment, Qualcomm was the clear leader with 4,573,313 chips installed, representing a 70.6% share. Huawei Technologies came second with 499,284 chips (7.7%), followed by MediaTek with 366,046 (5.6%), and SiEngine Technology with 348,792 (5.4%). AMD ranked fifth with 321,889 chips (5.0%).
Beyond the top five, no other supplier exceeded 2% market share, underscoring a "one superpower, many strong" structure. Local firms Huawei and SiEngine showed competitive strength, but the market remains heavily concentrated. Future competition will likely focus on computing performance, platform integration, cost, and automaker project support.
HUD and AR-HUD: head-up displays go mainstream
In the overall HUD market, Huayang Multimedia led with 862,687 units (29.2%), followed by E-LEAD Electronic with 295,415 (10.0%) and ZEJING with 290,305 (9.8%). Crystal Optech took fourth with 259,964 (8.8%), while Denso, Future Tech, and FinDreams Precision ranked fifth through seventh with shares of 7.3%, 6.6%, and 6.0% respectively.
For AR-HUD (augmented reality head-up display), E-LEAD Electronic topped the list with 218,466 units (18.8%), ahead of Huayang Multimedia's 197,540 (17.0%) and ZEJING's 149,417 (12.8%). The rankings reflect a market where domestic suppliers are gaining ground, though international players like Denso remain competitive.
The data, compiled by Gasgoo Auto Research Institute and published by D1EV, indicates that intelligent cockpit features are becoming standard differentiators for automakers, with HUDs transitioning from luxury options to mass-market equipment.
