In-car entertainment volume and current value sales declined consistently over 2014-2019, and the negative trend is expected to persist over the forecast period. Demand for in-car navigation devices will continue to fall due to saturation, cannibalisation by smartphones and the fact that many new cars now come with built-in GPS systems.
Given that many new vehicles sold in France now come with pre-installed GPS and media systems, the fortunes of in-car entertainment are increasingly tied to second-hand car sales. Following a record year in 2017, 2018 saw a significant downturn in used car sales.
With demand for aftermarket in-car navigation devices in long-term decline, recent years have seen more producers diversify into other areas or shift their focus from business-to-customer to business-to-business sales. For example, TomTom now supplies connected car services for Hyundai and Kia vehicles sold in Europe.
TomTom remained the dominant brand in in-car navigation in volume terms in 2019, with Garmin finishing second. While both recorded volume sales declines, their volume shares in the category increased from 2018, as they continued to outperform most competitors thanks to early mover advantages, wide distribution, regular innovations and high levels of brand awareness among consumers.
March 2019 saw TomTom launch TomTom Go Premium. Thanks to built-in Wi-Fi connectivity, this state-of-the-art in-car navigation device can provide constantly updated route mapping services and traffic information, and share the vehicle’s location and expected arrival time with Android smartphone contacts.
Pioneer remained the leading brand in in-car speakers and in-dash media players in 2019. Despite registering volume sales declines, the brand saw its volume shares in both categories increase steadily towards the end of the review period.
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