As of 2019, TomTom claimed to have 800 million people using its products across physical hardware and apps using TomTom technology. The same year, TomTom sold its telematics division to Japanese Bridgestone to prioritize business linked to its digital maps, as the brand shifted focus away from consumer devices to software services instead. The brand leveraged its real-time driving and parking data in collaboration with Microsoft and Moovit (a public transport data platform)in 2019, as well as struck map and navigation deals with auto industry tycoons like Nissan, Fiat Chrysler, Porsche, Lamborghini, and Bentley among others. Teaming up with the University of Amsterdam, the partners launched Atlas Lab, a research lab dedicated to AI development to support HD maps to be used in autonomous vehicles. TomTom has also been developing High Definition (HD) maps intended for use in autonomous cars to assist with environmental data where sensors are limited. The company announced in March 2019 that they would supply HD maps to "multiple top 10" auto manufacturers that would provide centimeter accuracy in representing terrain; and announced a new "map horizon" feature, allowing self-driving cars to simulate a virtual picture of the road ahead in real-time. The company partnered with Volvo the same year (2019) to build its own vehicle capable of "level 5" autonomy in hopes of further improving its maps technology. The Volvo XC90 included custom sensing equipment to provide data about the vehicle's surroundings that could be referenced against TomTom's HD maps. TomTom crowdsourced camera data through its partnership with Hella Aglaia, announced in September 2019, to feed into its real-time map updates for ongoing improvement to the new HD maps technology.