NOVELIC
NOVELIC is a Serbian mmWave radar technology company that designs and sells radar sensors (24/60/79 GHz), power electronics for micromobility, and embedded engineering services to automotive OEMs, Tier 1 suppliers, and industrial and medical customers worldwide.
- Company typePrivate
- Founded2013
- HeadquartersBelgrade
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What NOVELIC does
NOVELIC is a Serbian mmWave radar technology company founded in 2013 and headquartered in Belgrade, with subsidiaries in the USA, China, Mexico, and India (Chennai, established April 2026). The company designs and produces radar sensors across 24 GHz, 60 GHz, and 79 GHz frequencies, organized around platforms including ASPER (79 GHz automotive radar with 180° field-of-view consolidating multiple ADAS functions into a single chip), ACAM200 (60 GHz in-cabin monitoring with child presence detection), AGERA (79 GHz ultra short-range), RIOT100 (24 GHz human presence detection), and ZORM (60 GHz industrial safety). Underlying technology combines proprietary radar architectures, antenna design, and embedded signal processing, supported by semiconductor IP products (hypr_risc Radar DSP Accelerator, hypr_gate High Speed Data Logger, Aurora Interface for Power HIL).
NOVELIC operates a hybrid B2B revenue model combining hardware sales of proprietary radar sensors and power electronics (On-Board Chargers, Battery Management Systems, and Vehicle Control Units for micromobility) with multi-disciplinary engineering services spanning embedded systems, FPGA design, AMS/RF/mmWave IC design, automotive validation, sensor fusion, ADAS/SDV services, and automotive cybersecurity. Customers are enterprise accounts across automotive OEMs and Tier 1 suppliers (ZF, named Premium OEM, Commercial Vehicles OEM), industrial and autonomous mobility (Liebherr, Fernride), smart lighting (Firefly), and medical robotics (Interventional Systems). Go-to-market is direct enterprise field sales supplemented by industry events such as CES, content marketing through case studies, and partner-led distribution via semiconductor ecosystems including Infineon (Preferred Partner), Analog Devices, Texas Instruments, and Lattice Semiconductor. The company holds ISO 9001 and ISO 14001 certifications and is currently transitioning ASPER into mass production.
NOVELIC firmographics
Firmographics- Name
- NOVELIC
- Legal name
- NOVELIC LLC BELGRADE
- Website
- https://novelic.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- NOVELIC is a Serbian mmWave radar technology company that designs and sells radar sensors (24/60/79 GHz), power electronics for micromobility, and embedded engineering services to automotive OEMs, Tier 1 suppliers, and industrial and medical customers worldwide.
- Ownership category
- akta.pro rank
NOVELIC industry classification
Industry- Product category
- Automotive mmWave Radar Sensors and ADAS Perception Platforms
- NAICS
- Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511), Instrument Manufacturing for Measuring and Testing Electricity and Electrical Signals (334515)
- SIC
- Search, Detection, Navagation, Guidance, Aeronautical Sys (3812), Instruments For Meas & Testing Of Electricity & Elec Signals (3825)
- akta.pro primary industry
- Active Safety Sensing Hardware Manufacturing (Radar/LiDAR/Cameras/Ultrasonic) (IMACAMAF)
- akta.pro secondary industry
- Microwave & RF Signal Chain ICs (Mixers/Detectors/Attenuators) (HDAHAMAL)
Keywords
Where NOVELIC is headquartered
LocationHeadquarters
- HQ city
- Belgrade
Offices2 records
Markets served
NOVELIC business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Technology or R&D, Operations, Infrastructure, Marketing or Sales
Revenue model
- Radar Sensor Hardware Sales: Sale of proprietary radar sensors including ASPER 79 GHz platform, ACAM200 in-cabin sensors, RIOT100 human presence sensors, and ZORM industrial safety sensors. These are sold to automotive OEMs, commercial vehicle manufacturers, industrial automation companies, and building automation providers.
- Product Engineering Services: Multi-disciplinary engineering services including embedded systems development, hardware/software development, HIL & SIL testing, FPGA development, medical electronics, and mechanical engineering (CAD design, GD&T, stress/CFD/thermal simulations).
- Semiconductor Design Services: IC design services including AMS, RF & mmWave IC design, high-voltage IC design, FPGA design, and semiconductor IPs. Also includes proprietary products like hypr_risc Radar DSP Accelerator and hypr_gate High Speed Data Logger.
- ADAS/SDV Services: Services for automated driving and software-defined vehicles including automated annotation, sensor fusion, ECU development, automotive testing and validation, automotive cybersecurity, and AURIX development and testing.
- Power Electronics Solutions: Sale of power electronics products including On-Board Chargers (6.6 kW and 11 kW), Battery Management Systems for micromobility, and Vehicle Control Units for two-wheelers.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
NOVELIC product offering
Product offeringCore offering
NOVELIC designs, develops and manufactures proprietary mmWave radar sensors (24/60/79 GHz), radar perception platforms (ASPER, ACAM, AGERA) and complementary power-electronics units (on-board chargers, battery management, vehicle control units) for automotive, industrial, and medical applications. The company also licenses semiconductor IPs and offers end-to-end embedded engineering services covering radar design, characterization, and testing.
Product overview
NOVELIC offers a comprehensive portfolio of mmWave radar-based perception solutions for mobility and industrial applications. The core product line includes the ASPER 79 GHz automotive radar platform and AGERA 79 GHz ultra short-range radar platform, both designed for automotive ADAS and safety applications. Supporting these platforms are specialized sensors including the ACAM200 60 GHz in-cabin monitoring sensor for driver monitoring and child presence detection, alongside radar sensors for two-wheelers and commercial vehicles. The industrial portfolio features the RIOT100 24 GHz human presence detection sensor and ZORM 60 GHz industrial safety radar for building automation and industrial safety. Power electronics offerings include on-board chargers (6.6 kW and 11 kW), battery management systems, and vehicle control units for electric mobility. Engineering services cover mmWave radar development, automotive testing, and radar characterization. Semiconductor IP includes the hypr_risc radar DSP accelerator, hypr_gate high-speed data logger, and Aurora interface for power HIL applications. This integrated approach enables automakers to reduce component count while meeting regional safety assessment protocols.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Reduce vehicle component count by consolidating multiple sensors into single radar chip
- +2 more outcomes
Companies that use NOVELIC
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
NOVELIC technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
NOVELIC partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- InfineoncoreInfineon Preferred Partner - NOVELIC is recognized as an Infineon Preferred Partner, indicating a strategic technology collaboration for radar and semiconductor solutions.
- Analog DevicescoreTechnology partnership with Analog Devices for radar and mmWave solutions, leveraging ADI's semiconductor portfolio for NOVELIC's perception systems.
- Texas InstrumentscoreTechnology partnership with Texas Instruments for mmWave radar solutions, utilizing TI's analog and embedded processing technology.
Scale indicators3 records
Recent moves8 records
Expansion highlights5 records
NOVELIC competitors and assessment
Company assessmentDirect peers
- Arbe Robotics: Israeli 4D imaging mmWave radar company targeting automotive ADAS and autonomous vehicles. Direct competitor to NOVELIC's ASPER platform in the automotive imaging-radar category with similar go-to-market through Tier 1s and OEMs.
- Vayyar Imaging: Israeli mmWave radar sensing company with in-cabin monitoring (child presence detection, occupant monitoring) and ADAS offerings. Closely overlaps NOVELIC's ACAM200 in-cabin and broader radar platform strategy.
- Uhnder: US-based developer of digital mmWave radar SoCs for automotive safety. Competes directly with NOVELIC's silicon-and-module approach in 79 GHz automotive radar.
- Smartmicro: German mmWave radar sensor maker for automotive and industrial applications. Direct peer to NOVELIC across both mobility and industrial/building automation radar segments.
- indie Semiconductor: US-listed fabless semiconductor company offering mmWave radar ICs and ADAS solutions for automotive. Competes with NOVELIC's IC design services and radar module offerings.
Broad incumbents
- Bosch: Global automotive Tier 1 with broad mmWave radar portfolio across passenger and commercial vehicles. Competes as a vertically integrated incumbent offering radar plus full ADAS stack.
- Continental AG: Major automotive Tier 1 with established short-, mid-, and long-range radar product lines. Overlaps with NOVELIC in 77/79 GHz automotive radar but at much greater scale and with broader portfolio.
- Aptiv: Global automotive technology company with radar, sensor fusion, and ADAS compute offerings. Broader portfolio incumbent competing for the same OEM platform sockets NOVELIC targets.
Others
- Texas Instruments: Core silicon partner to NOVELIC and also a competing mmWave radar IC supplier through its own reference designs. Acts both as enabler and adjacent competitor.
- Infineon Technologies: Preferred silicon partner to NOVELIC and a leading merchant supplier of 77/79 GHz automotive radar MMICs. Functions as both a critical enabler and a potential competitor if Infineon expands downstream.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks3 records
Key highlights6 records
Customer concentration
NOVELIC social profiles
Digital presenceNOVELIC compliance and trust
Trust signalCompliance2 records
NOVELIC financial estimates
Financial estimateRevenue estimate
Valuation estimate
NOVELIC leadership team
Management profileNumber of profiles
NOVELIC subsidiaries and ownership
Company hierarchySubsidiaries1 record
NOVELIC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NOVELIC M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NOVELIC
What does NOVELIC do?
NOVELIC designs, develops and manufactures proprietary mmWave radar sensors (24/60/79 GHz), radar perception platforms (ASPER, ACAM, AGERA) and complementary power-electronics units (on-board chargers, battery management, vehicle control units) for automotive, industrial, and medical applications. The company also licenses semiconductor IPs and offers end-to-end embedded engineering services covering radar design, characterization, and testing.
Is NOVELIC a public or private company?
NOVELIC is a private company. It is classified as unknown and is currently operating.
When was NOVELIC founded?
NOVELIC was founded in 2013. It employs 101 to 250 people.
Where is NOVELIC based?
NOVELIC is headquartered in Belgrade.
How does NOVELIC make money?
Five revenue lines are on record. Radar Sensor Hardware Sales are the primary driver. The others are product Engineering Services, semiconductor Design Services, ADAS/SDV Services and power Electronics Solutions.
Who are NOVELIC's main competitors?
Direct peers on record are Arbe Robotics, Vayyar Imaging, Uhnder, Smartmicro and indie Semiconductor. Broad incumbents are Bosch, Continental AG and Aptiv. Others are Texas Instruments and Infineon Technologies.
Does NOVELIC have an API?
No public API is recorded for NOVELIC.
What industry is NOVELIC in?
NOVELIC's product category is Automotive mmWave Radar Sensors and ADAS Perception Platforms. Its primary akta.pro industry code is IMACAMAF, Active Safety Sensing Hardware Manufacturing (Radar/LiDAR/Cameras/Ultrasonic), with a secondary code of HDAHAMAL, Microwave & RF Signal Chain ICs (Mixers/Detectors/Attenuators). Its NAICS code is 334511 and its SIC code is 3812.