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HERE Maintains Lead in Map Data Licensing for In-car Navigation

  • / Team Counterpoint
  • Europe’s in-car navigation sales saw a modest growth of 5% YoY in 2022.
  • HERE continued to lead the European built-in car navigation map data licensing market in 2022.
  • Google’s automotive foray challenges the position of players like HERE and TomTom.
  • New players like Mapbox and What3word are bringing unique aspects to in-vehicle navigation.

Beijing, New Delhi, London, San Diego, Buenos Aires, Hong Kong, Seoul – September 1, 2023

European in-car navigation sales saw a modest growth of 5% YoY in 2022, according to the latest research from Counterpoint’s Global Embedded Navigation Sales Tracker. The increasing adoption of electric vehicles (EVs) and advanced driver assistance (ADAS) features is driving the growth of built-in navigation systems in cars. Navigation helps EV drivers plan the optimal route by considering battery range and charging station locations. Besides, navigation helps ensure safety by giving drivers information about the weather, speed limits and traffic conditions.

In terms of sales volume, Germany, the UK and France are the leading countries in built-in car navigation. But in terms of the share of such cars in total car sales, Norway leads, followed by the Netherlands and Germany. Volkswagen Group, Stellantis and Renault-Nissan are the top three automotive groups in terms of built-in car navigation sales. EV players like Tesla, NIO and Xpeng offer navigation on all models.

Commenting on the market dynamics, Research Analyst Mohit Sharma said, “Almost 50% of cars sold in 2022 had built-in navigation. HERE is leading the European market in terms of licensing its map data.”

HERE, with a strong presence in the automotive industry, has a 66% share in Europe’s built-in car navigation map data market. The company licenses its map data to other companies to build applications and services.

HERE offers its navigation services to OEMs like BMW and Mercedes. Chinese brands such as FAW Hongqi and SAIC, which are expanding their sales into Europe, have partnered with HERE for navigation data.

Commenting on HERE’s performance, Vice President Peter Richardson said, “HERE is well-positioned within the automotive sector by working in partnership with automakers to address their technological challenges, like those related to EVs and adoption of autonomous driving. HERE is one of the enablers for automakers in launching new technologies like Level 3 autonomous driving.”

TomTom is in the second position in the European market with a 22.1% share. Last year marked the company’s second pivotal year after 2009, when it decided to sell its navigation services to automakers directly after the decline of its GPS standalone device business. In 2022, the company announced a new map platform besides rebranding itself.

TomTom has long-standing partnerships with Stellantis, Renault and other car manufacturers. The company has also signed a fresh deal with Hyundai Motor Group for licensing its map data and traffic services to all brands of the group, including Genesis for the European market. Another notable win for TomTom is a partnership with the Foxconn-led MIH Consortium to increase its presence in next-generation smart mobility vehicles.

Google’s share in the in-car navigation map data licensing market continues to increase, reaching 7% in 2022. Sharma added, “Google’s entry into in-vehicle navigation services has enlivened the competition in the European market. For years, the market has seen the duopoly of legacy players HERE and TomTom. Google is trying to catch up with traditional navigation providers as it continues to expand its automotive offerings like EV routing and HD maps.”

Further, new players like Mapbox and What3words are bringing unique aspects to in-vehicle navigation.

A chart Showing Europe Built-in Car Navigation & Map Data Licensing Shares By Company 2022

Source: Global In-Car Navigation Tracker, Q1 2021- Q4 2022

Note: The above chart has been updated to represent the competitive landscape of the extent of maps data licensing across several cars in Europe. Going further will we do a comparative analysis of the navigation software and services landscape with tier 1&2 suppliers supplying or integrating the map data with navigation software and services as part of our Global Smart Automotive Maps, Navigation and Services Tracker across geographies.

Commenting on the market forecast, Vice President Neil Shah said, “The in-car navigation market is expected to see a growth of 10%-15% in 2023 as most automakers will look to comply with new ISA regulation while moving towards electrification and more intelligent driving.” He further added, “Maps will play a crucial role in achieving highly automated driving (Level 4-Level 5) and we will see new collaborations flourishing not only between OEMs and map players but also between self-driving chip manufacturers like Qualcomm and map players.”

We will do a separate insight release on navigation software to provide more clarity on the navigation software and services.

The comprehensive and in-depth ‘Global In-Car Navigation Tracker, Q1 2021-Q4 2022’ is now available for purchase at report.counterpointresearch.com.

Feel free to reach us at press(at)counterpointresearch.com for questions regarding our latest research and insights.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) 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.

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Counterpoint research is a young and fast growing research firm covering analysis of the tech industry. Coverage areas are connected devices, digital consumer goods, software & applications and other adjacent topics. We provide syndicated research reports as well as tailored. Our seminars and workshops for companies and institutions are popular and available on demand. Consulting and customized work on the above topics is provided for high precision projects.
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