A significant decline in sales of both new and second-hand cars during the COVID-19 crisis has had a negative impact on the in-car entertainment category. An expansion in the range of financing available to consumers in an effort to stimulate demand has not translated to higher sales.
Store-based other non-grocery specialists remains the largest distribution channel for in-car entertainment products in the Polish market, benefiting from the added-value it offers consumers through services such as assistance in choosing models and maintenance support advice. Generally, specialists provide large product offers that are inclined towards higher-end products, with consumers in the category appreciating novel, advanced features.
Pioneer is a well-known and trusted brand with proven quality in the Polish consumer electronics market, and is expected to, once again, increase its retail volume share in overall in-car entertainment in 2021. Its in-dash media players and in-car speakers, categories in which it ranks first and second, respectively, are recognised as high-quality products and are often favoured over alternatives.
The increased competition from in-built systems and alternative devices is placing increased pressure on in-car entertainment manufacturers to invest in value-adding product innovation. Top brands such as Alpine are expected to work on new product developments targeting potential opportunities for professional navigation systems, such as times when there is a lack of internet availability.
Over the forecast period, in-car entertainment in Poland is set to witness further decline. The high cost of in-car entertainment and the attractiveness of alternative products are expected to be the key factors driving the fall in sales.
The major audio players are expected to engage in stronger cooperation with car manufacturers to offer more attractive products. Consumers appreciate known brands, perceiving them to offer added-value.
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This report originates from Passport, our In-Car Entertainment research and analysis database.
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