Some time ago, it has been observed that vibrationally highly excited NO͑v͒ molecules ͑with typical vibrational quantum numbers v Ϸ 15͒ lose substantial amounts of vibrational energy when scattering off a Au͑111͒ surface ͓H. Huang, C. Rettner, D. Auerbach, and A. Wodtke, Science 290, 111 ͑2000͔͒. This has been interpreted as a sign for the breakdown of the Born-Oppenheimer approximation due to vibration-electron coupling. It has been argued that this process cannot be understood on the basis of single-quantum transitions which are typical for "electronic friction" models based on a perturbative treatment of weak vibration-electron couplings. Rather, multiple-quanta transitions characteristic for strong nonadiabatic effects are needed according to recent classical surface hopping calculations involving multiple potential-energy surfaces and model Hamiltonians ͓N. Shenvi, S. Roy, and J. C. Tully, Science 326, 829 ͑2009͔͒. Here we address the importance and magnitude of electronic friction for NO@ Au͑111͒ by using fully quantum-mechanical, parameter-free first-principles theories in reduced dimensions. Periodic density-functional theory calculations are performed to obtain a ground-state potential-energy surface along the desorption and NO-vibration coordinates, and coordinate-resolved, finite NO vibrational lifetimes due to vibration-electron coupling. Using this input, the scattering event is modeled by open-system density-matrix theory in the frame of the coupled-channel-densitymatrix method, which allows for the inclusion of energy relaxation of the scattering NO molecules. It is found that within this model at least, electronic friction accounts for the observed vibrational deactivation of NO scattering from gold.