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. consumer-spend-insights 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.

C. Lee Smith

C. Lee Smith

CEO and Founder at SalesFuel
C. Lee Smith is the President/​CEO of SalesFuel — a firm he founded in 1989. He was named one of the 14 Leading Sales Consultants by Selling Power magazine in 2018. Lee is the creator of the AdMall® and SalesFuel COACH™ SaaS platforms. He is also a Gitomer Certified Advisor, expert on the Sales Experts Channel and a C‑Suite Network Advisor.
C. Lee Smith


CEO of @SalesFuel | Bestselling Author of "SalesCred" and "Hire Smarter, Sell More!" | Keynote Speaker | Certified Behavioral Analyst | Sales Credibility Expert
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C. Lee Smith