Unpacking the rise of Navigation on Autopilot

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"This is not something that should be sitting low on the priority list," said Gino Ferru, Senior Vice President at HERE Technologies, underscoring the urgency for automakers to accelerate the adoption of Navigation on Autopilot.

The dream of full autonomy has captured imaginations for years but delivering it at scale remains a major challenge. While the industry works toward higher levels of automation, a more practical and immediate innovation is gaining speed: Navigation on Autopilot (NOA).

This technology is rapidly changing the driver experience by merging the familiar comfort of in-car navigation with the advanced capabilities of driver assistance systems.

NOA represents a substantial step forward, offering a seamless, hands-off driving experience for long stretches of a journey. Yet, its take-up is not uniform across the globe. Chinese automakers are deploying NOA at an impressive pace, while their European and North American counterparts risk falling behind.

"Chinese automakers are ahead of the game because their road infrastructure and approach to deploying new technologies allow for much faster and broader implementation," Ferru told HERE360.

For automakers looking to compete, it's time to hit the gas.

What is Navigation on Autopilot?

NOA links a car’s navigation route as defined by detailed digital maps with systems like adaptive cruise control and lane-keeping, bringing them together in a smarter, more coordinated way.

Think of it as an intelligent co-pilot. In a typical car with driver-assistance features, you might use lane assist or cruise control on the highway, but you’re still making all the navigation decisions yourself. With NOA, the car follows its planned route and can automatically handle lane changes, manage interchanges and adjust speed for upcoming curves, all while you stay in charge and keep an eye on the road.

Unlike higher-level autonomous systems (Levels 3 and 4), which allow drivers to take their eyes off the road in specific, mapped-out areas, NOA is an eyes-on, hands-off system that offers a more consistent and practical experience. Currently, Level 3 systems can also feel stop-start, switching on and off as conditions change, while NOA focuses on making everyday driving smoother and less stressful.

"Drivers want hands-off support for the whole trip, not a system that keeps cutting in and out every few minutes," said Ferru.

NOA focuses on what's achievable today. Ferru continued: "Perfect is the enemy of good—we can deploy NOA affordably and at scale right now, offering most of what L3 promises without waiting years for clean-sheet solutions."

China is fully embracing NOA adoption, setting the pace for the global automotive industry.

A tale of two speeds

Chinese automakers are leading the charge in the global rollout of NOA, making it a standard feature in many new vehicles. By unifying navigation and automated driving (AD) technology, these systems can be integrated more quickly and cost effectively than other solutions.

“The trend towards NOA is moving the industry in the direction of HERE’s ‘sweet spot’—the place where our unified layers of location data, including accurate, regularly updated and high-definition digital maps come together with automated driving systems,” explained Ferru.

By 2030, analysts expect the penetration rate for NOA systems in China to surge from 10% to 25%. This rapid adoption is redefining what consumers expect from their vehicles.

Though forecasts for Europe show a climb from just 1% NOA adoption today to 7% by the end of the decade (and for the US, from 6% to 13%), these regions are still lagging behind China. While these regions are behind, the gap is not insurmountable.

The know-how behind NOA

At the heart of a reliable and safe NOA system are two core technologies: highly accurate, lane-level maps and sophisticated artificial intelligence (AI).

Regular navigation maps are fine for getting you from place to place, but NOA needs a lot more detail. It relies on maps that know exactly how lanes curve, where speed limits change and how steep or twisty the road ahead is.

"The role of the map has changed dramatically. It now has to work hand-in-hand with a perception stack of sensors, cameras and AI models to deliver situational awareness in real time," said Ferru.

AI is what brings it all together. It takes in massive amounts of information from the maps and the car’s sensors and makes split-second driving decisions, helping the vehicle respond quickly, smoothly and safely. "You need models that are trained to handle NOA-enabled scenarios in a very safe way, making hands-off driving a day-to-day reality," said Ferru.

Full throttle

For carmakers across Europe and North America, catching up means changing the way their ways of working. The old approach of slow development cycles, teams working in isolation and an attitude of “if we did not invent it, we will not use it” no longer works. Today, collaborating and using technologies that are already proven in the market is the only way to move forward.

"Automakers are not alone and we are here to help," Ferru said.

HERE is uniquely positioned to guide automakers through this accelerated journey:
• Flexible, advanced mapping: The role of the map is no longer one-size-fits-all. HERE provides flexible mapping solutions such as the HERE ADAS Map and HERE's unified live map that adapt to each vehicle’s sensor set, chipset and model—delivering the right data without over-engineering.
• Cutting-edge software and tools: With our new cloud-based SDV Accelerator developed with AWS, HERE helps automakers compress development timelines from years to months—offering ready-to-use software architecture and code.
• Deep ecosystem partnerships: HERE works closely with autonomous driving platform providers, AI specialists and chipset vendors, ensuring technologies are optimized for seamless integration. "Collaboration is how we stay closely connected with the ecosystem and move faster," Ferru said.
• Proven experience: With decades of experience supporting leading automakers and technology in a vast percentage of cars on the road today, HERE understands automakers' challenges and can guide them in maintaining safety while embracing rapid innovation.

The push to create smarter, more capable cars is well under way. Navigation on Autopilot is more than just a new feature; it shows which automakers are leading the way in innovation. For carmakers in Europe and North America, success does not mean starting from scratch. It means being smart, moving quickly and picking the right partners to work with.