Urban NOA Lite: Innovation and Application of Mid to High level Intelligent Driving Products
From December 3rd to December 4th, 2024, the 5th International Summit on Intelligent Connected Vehicles and Autonomous Driving Innovation was held in Wuhu, Anhui Province. With the theme of "AI Big Models Empowering: Innovation and High Quality Development of Intelligent Vehicles", the conference gathered numerous participants from the global automotive industry to explore the latest trends, technological innovations, and development paths in the field of intelligent driving vehicles.
Lu You, Products General Manager of Horizon Continental Technology, delivered a forum speech on the theme of ‘Urban NOA lite: Innovation and Application of High-Level Intelligent Driving Products'. The speech took the trend of the intelligent driving market as the starting point, pointing out that the pace of the global intelligent driving market is not yet unified, and overseas markets are still upgrading around smart camera. As the forefront of automotive intelligence, the penetration rate of NOA in the Chinese market is continuously increasing, and models with a price of over 250K yuan have become standard for many brands. At the same time, the emergence of the ultimate cost-effective solution has also promoted the installation of NOA in 100K yuan vehicle models, and it is expected to become the final point of China's intelligent driving products by 2025, accelerating the penetration of NOA from early adopters to mainstream users and achieving the comprehensive popularization of NOA.
The market positioning of the L2+product in Horizon Continental Technology is based on user scenarios, which are mainly divided into short-term commuting, long-term commuting, all high-frequency scenarios commuting, and all scenarios commuting. Short term commuting is mainly used in urban areas of 3-5 kilometers, and simple straight driving and lane changing can meet users' intelligent driving needs. Long term commuting is often over 15 kilometers, and users usually have a considerable number of sections on highway that requires highway NOA. In addition to highway, all scenario commuting also involves a large number of urban scenes. However, if further subdivided into urban scenes, it can be found that 90% of urban scenes are mainly high-frequency simple scenes, such as intersection traffic, left and right turns, etc., while the remaining 10% are low-frequency complex scenes, such as ultra wide and multi lane intersections, multi column intersections under elevated bridges, etc. Therefore, NOA in urban areas needs more cost-effective products to meet users' high-frequency and simple scene needs.
The current products mainly include 5V5R driving and parking separation solution, 7V memory driving solution, and 11V advanced solution with LiDAR, but we still find that market positioning space between the three types of products. Firstly, the 5V5R solution is not fully developed in highway scenarios, while the 7V memory driving solution has limited applicability in urban scenarios and has not penetrated through both highway and urban scenarios. Therefore, Horizon Continental Technology has launched the 6V highway NOA and the 11V urban NOA lite solutions, among which the 6V solution provides the ultimate highway NOA experience without significantly increasing costs. 11V urban NOA lite solution, no longer relying on memory routes, achieving 90% high-frequency urban NOA. These two products will meet the main user needs of highway and urban scenarios respectively, achieving scale in a single scenario.
In terms of availablity, Horizon Continental Technology urban NOA lite solution does not require prior memory of routes and can achieve point-to-point navigation. At the same time, 90% of high-frequency scenes are covered by the system, and the scene experience is comparable to that of high-end urban solutions. 10% of low-frequency complex scenes are silk smooth human-machine co driving, achieving optimal function, performance, and cost.
At the end of the speech, Lu You also announced the commercial progress of Horizon Continental Technology. Currently, Horizon Continental Technology has obtained four OEMs mass production projects, and they will be launched one after another in 2025. In the future, Horizon Continental Technology will use leading intelligent driving technology and products to assist OEM customers in creating globally leading intelligent driving solutions, allowing more users to enjoy the safety, comfort, and convenience brought by intelligent driving.
