TomTom Maintains Navigation Software Leadership in Europe in 2024

TomTom remained Europe’s in-vehicle navigation software market leader in 2024 with a 14% share, according to Counterpoint Research. 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 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 in major automotive brands such as Renault, Volvo, Cadillac, and Polestar.

“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,” said Mohit Sharma, Senior Analyst at Counterpoint Research.

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 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, to deliver a seamless, user-centric in-vehicle experience. “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,” said Peter Richardson, Vice President of Research at Counterpoint Research.