• Europe’s in-vehicle navigation software market declined by 2% YoY in 2024 due to a slowdown in EV sales.

• TomTom remained in the top position with a 14% market share.

• Google saw the highest growth rate of 34% YoY, driven by new model launches.

• AI integration inside the cabin will be a key enabler for personalized offerings.

London, Beijing, Buenos Aires, Hong Kong, London, New Delhi, San Diego, Seoul, Taipei, Tokyo – April 14, 2025

TomTom remained Europe’s in-vehicle navigation software market leader in 2024 with a 14% share, according to Counterpoint’s latest Europe In-vehicle Navigation Tracker. Joynext and Elektrobit maintained their second and third positions with 13% and 12% market shares, respectively.

While TomTom successfully retained its leadership position, the European in-vehicle navigation market experienced a decline in 2024 compared to 2023. This contraction can be primarily attributed to a decline in electric vehicle (EV) sales across Europe. Electrification is one key driver for the adoption of in-vehicle navigation.

Market leader TomTom experienced a 14% decline compared to 2023, largely due to a 17% drop in sales from one of its major customers in Europe. Nonetheless, the company managed to compensate for this with new design wins in 2024, following the launch of fresh models through its partnership with Volkswagen’s CARIAD division and collaborations with several Chinese automakers.

Google saw a notable increase in its market share, which reached 6% on a YoY growth of 34%. This impressive success was driven by the increase in the number of models featuring Google Automotive Services (GAS) in major automotive brands such as Renault, Volvo, Cadillac and Polestar.

Commenting on the overall market dynamics, Senior Analyst Mohit Sharma said, “While the European navigation software market faced challenging conditions due to the slowdown in EV sales, the number of models introduced with in-vehicle navigation increased. With this, built-in car navigation also trickled down to budget and small cars.”

Market outlook

Europe’s in-vehicle navigation software market is expected to recover gradually as EV sales regain momentum. The increasing demand for connected car features and advanced driver-assistance systems (ADAS) will continue to drive the adoption of in-vehicle navigation.

The market landscape is likely to remain fragmented, with established players focusing on innovation and strategic partnerships to maintain their market share. Meanwhile, new entrants like Mapbox will continue to challenge the status quo through highly modular solutions and faster go-to-market turnaround times.

AI integration in vehicles will continue to rise, enabling predictive EV routing, navigation, and a more personalized user experience, with the goal of delivering a seamless, user-centric in-vehicle experience. Commenting on AI, Vice President of Research Peter Richardson said, “AI integration inside the vehicle will be the next frontier for pure-play navigation players like HERE and TomTom, and Tier-1 players like Harman and Joynext.”

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the technology, media and telecom (TMT) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.