After a long, crisis-induced, freeze on car sales, new car registrations started to rise again towards the end of the review period, with this trend set to continue over the forecast period. However, this is not translating into growing demand for in-car entertainment.
The outlook for in-dash media players remains gloomy, with consumers shifting from traditional audio sources towards low-priced video screens (approximately EUR200), which users connect to their smartphones. In line with the emerging consumer trend of “doing everything” in the home via smart TVs, an all-in-one trend is becoming prevalent within in-car entertainment.
In-car navigation retail volume sales continue to face severe pressure from smartphones, which offer a range of navigation apps, with a further decline in demand anticipated over the forecast period. In this context, manufacturers are focusing on added-value variants, such as devices designed specifically for professionals like TomTom’s recently launched device that stores truck dimensions and proposes suitable routes and Bluetooth connected devices for the mirrors of scooters.
Pioneer, which is distributed in Greece by Intersys, leads brand sales within in-dash media players, benefiting from a well-trusted image and widespread distribution via leading consumer electronics specialist retailers. While Kenwood ranks second, the company only has a small presence in speakers as it is stronger within in-dash media players.
In general, economy products from China are increasing in availability and popularity.
The purchase and installation of in-car entertainment devices mainly takes place in specialist shops (under “other” non-grocery specialists), with the installation cost usually being included in the purchase. During the recent crisis, many Greek consumers turned to online stores due to their attractive pricing and wide product variety, either installing products on their own or at a specialist shop in order to save money.
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This industry report originates from Passport, our Consumer Electronics market research database.