A method, apparatus, and system for planning a deceleration trajectory based on a natural deceleration profile for an autonomous driving vehicle (ADV) is disclosed. In one embodiment, in response to a request for driving in a natural deceleration mode, a current speed of the ADV is determined. A speed guideline is generated based on a predetermined natural deceleration profile associated with the ADV in view of the current speed of the ADV. A speed planning operation is performed by optimizing a total cost function based on the speed guideline to determine speeds of a plurality of trajectory points along a trajectory planned to drive the ADV. A number of control commands are generated based on the speed planning operation to control the ADV with the planned speeds along the trajectory, such that the ADV naturally slows down according to the predetermined natural deceleration profile.