China's urban NOA (city advanced driver assistance) market is consolidating rapidly, with a new study showing that Huawei, Yuanrong Xingjin (DeepRoute), and Momenta together control about 87.6% of the front-loading market for self-branded passenger cars. According to the research by EO Intelligence, based on sales data from January to September 2026, Yuanrong Xingjin jumped to second place with a 23.8% sample share, up from a smaller position earlier. The firm received a market certification from EO Intelligence for being among the top three suppliers in this segment.
Urban NOA goes mainstream
The shift comes as urban NOA, once a premium feature, becomes more common in mass-market vehicles. Data from China's Ministry of Industry and Information Technology (MIIT) released in July 2026 shows that in 2026, the penetration rate of new cars with combined driving assistance functions reached 70%, while models with NOA features exceeded 30%. Industry observers see this as a sign that urban NOA is moving beyond high-end models into the broader passenger car market.
This trend demands more from suppliers: not just algorithm and system capabilities, but also cross-model adaptation, vehicle integration, functional safety validation, and continuous software iteration. EO Intelligence's study defined its scope as self-branded passenger cars, front-loaded standard urban NOA, and full-stack solution delivery, focusing on real-world scale deployment.
Yuanrong Xingjin's rise to second place reflects its growing production partnerships. The company has collaborated with several self-owned brands, including GWM (with models under Wey, Tank, Haval, and Ora), Geely (under Galaxy), and Leapmotor. Its solutions cover SUVs, MPVs, and off-road vehicles, showing strong cross-platform delivery capability.
Scale and next-gen tech
As of now, cumulative production vehicles equipped with Yuanrong Xingjin's urban NOA solution exceed 550,000 units, indicating significant mass-production adoption. This scale provides real-world road validation and a data loop for technology iteration. On August 31, the company released DeepRoute IO 4.0, which integrates spatial understanding into production-level assisted driving, expanding the system from mainly driving scenarios to complex spatial control covering front and rear multi-scenarios. Yuanrong Xingjin claims to be the first intelligent driving player to systematically integrate this capability into its assisted driving system.
Industry analysts argue that for urban NOA to be truly useful, it needs stable performance in complex city environments, comfort, and reliable validation under cost constraints. From its second-place sample share to over 550,000 production vehicles, Yuanrong Xingjin is converting its technology into sustainable delivery and everyday user experience. As urban NOA moves toward mass adoption, the challenge is not just single-point breakthroughs but the system capability to bring 'usefulness' to more models at reasonable cost and quality. Those who can sustain this conversion will hold long-term initiative in the leading camp.
