While in-car navigation was already recording a strong downturn in sales prior to the arrival of COVID-19, pandemic-related restrictions in travel have hampered demand further, with people staying at home much more. Moreover, in 2021 in-car navigation faces strengthening competition from smartphones and in-built navigation systems in cars.
Regarded as non-essential items by most Hungarians, in-car speakers and in-dash media players have been deprioritised further by consumers who have had to reduce their spending because of economic downturn caused by COVID-19 lockdowns. Also, with less commuting and general travel owing to the pandemic, usage of these products and therefore the need to replace them has been lower.
COVID-19 has supported the ongoing increase in the share of e-commerce sales within in-car entertainment. Indeed, in 2021 the channel continues to extend its lead over store-based electronics and appliance specialist retailers, having overtaken it earlier in the review period.
Despite travel restrictions being likely to be lowered to a minimum as the number of COVID-19 cases in the country becomes more manageable, in-car navigation is not expected to see significant improvement in its sales performance over the forecast period. In fact volume sales are poised to decline faster than in the review period.
A stronger volume sales decline compared with 2021 is expected among in-car speakers and in-dash media players over the forecast period. This is because both categories will face competition from the improvement of pre-installed speakers and media players in cars, which erode the need to purchase these after-market in-car entertainment products.
With e-commerce likely to keep improving in terms of the ease and convenience with which consumers can purchase items online, the channel is predicted to continue to gain volume share among retail in-car entertainment products over the forecast period. However, growth in share is now slowing and competition from store-based electronics and appliance specialist retailers should strengthen as movement restrictions ease and because many consumers will still prefer to buy these goods in-person.
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This report originates from Passport, our In-Car Entertainment research and analysis database.
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