Aftermarket In-dash Navigation an Attractive Option to Consumers
In-dash mobile navigation is continuing to see growth even as portable navigation (the most popular segment of the market) is taking a back seat in sales. According to leading market research company The NPD Group’s retail tracking service, in-dash mobile navigation grew 26% in units in June 09 compared to June 08, while portable navigation unit sales grew only 4%. In-dash mobile navigation has been showing strength all year. Unit sales from January through June were up 36%, despite lower-cost options such as PNDs and strong consumer adoption of GPS enabled handsets. A decline in average price is helping unit sales of in-dash navigation. The average price of an in-dash navigation unit in June was $701, down 26% from June 08. Forty percent of all in-dash unit sales in June were in the $600-$699 range, up from 15% last year. Portable navigation customers are searching for much more inexpensive options, as 84% of all PND unit sales were under $200 in June. “With consumers seeking greater value in their purchases, aftermarket in-dash navigation units are an attractive option to consumers who want a large-screen navigation experience and advanced multimedia features,” said Ross Rubin, director of industry analysis at NPD. “While aftermarket in-dash navigation systems still command a significant premium over in-vehicle systems that offer only audio and video capabilities, these navigation products cost significantly less than those offered as factory options from many car manufacturers.” Source: Research conducted by The NPD Group, August 11, 2009. Website: www.npd.com.