HERE Retains Lead Among Location Platforms as Competition Intensifies

AI-powered location intelligence is continuing to transform the global location platform industry and how vital location intelligence is becoming to not only automotive and transport & logistics but also a wide range of enterprise and consumer applications, according to Counterpoint Research. HERE Technologies is ranked as the overall industry leader – the ninth year in succession that HERE has topped Counterpoint’s Location Platform rankings.

Competition is strong, however, with HERE followed closely by TomTom, Google and Mapbox. All four players have wide-ranging capabilities and strength in depth, but they are all different, which makes for a vibrant landscape. “Location platforms are evolving rapidly due to the influence of AI. They’re moving from map-centric solutions to AI-powered intelligence platforms that are capable of supporting real-time contextual awareness, which will become increasingly important as agentic AI matures and becomes embedded in the way people and applications interact,” said Peter Richardson, Research Vice President at Counterpoint Research.

The report highlights how the industry is investing in multiple new areas, including AI-enabled mapping workflows, real-time data orchestration, and software-defined vehicles (SDV). Location players are increasingly differentiating through AI integration, cloud-native platforms, developer programs and tooling, and ecosystem partnerships. HERE maintained its leading position due to key strengths across the full location ecosystem, including enterprise and automotive partnerships, geographic reach, and its continued investment in AI-enabled mapping technologies. Counterpoint identified HERE’s momentum in SDV enablement, cloud collaboration initiatives and location-aware AI services as particular strengths. 

“HERE continues to demonstrate strong execution across automotive, transportation and enterprise verticals through its broad platform capabilities and accelerating AI innovation strategy. Its investments in automation, real-time map intelligence and AI-assisted experiences continue to strengthen its competitive positioning,” said Murtuza Ali, Senior Research Analyst at Counterpoint Research.

TomTom is also recognized in the “Leaders & Pacesetters” category thanks to its continued innovation in developer-centric tools, navigation applications and next-generation mapping technologies, including its Orbis map for 3D visualization and AI-ready map architectures. TomTom’s focus on modular software platforms, rapid deployment capability and interoperability continues to resonate with automotive OEMs and developers seeking flexible mapping solutions.

Google earned its ranking as a “Leader & Pacesetter” thanks to its vast reach across its consumer ecosystem, map freshness, extensive crowdsourced data assets, and the integration of Gemini and other AI capabilities into its mapping and discovery experiences. Mapbox’s position as a “Leader & Pacesetter” recognizes its ability to differentiate through a customizable, developer-first platform approach, offering flexible SDKs. As a result, it is often the go-to choice for users and application developers who prioritize customization and visualization. Baidu and Amap were categorized as “Challengers,” reflecting their formidable platform capabilities combined with their strong regional concentration but narrower enterprise-scale relative to the market leaders. Baidu and Amap maintain a powerful influence within China’s mobility and local services markets.