New private car registrations fell by almost 7% in 2018, according to Bil Sweden, the Swedish industry organisation for manufacturers and importers of passenger cars, trucks and buses. Consequently, demand for in-car entertainment is weakening, as reduce car demand has a knock-on impact on aftermarket sales.
In-car navigation saw a continued weak performance in 2019, with sales declining further. This was due to reduced car sales, the increased inclusion of navigation units within new vehicles, and competition from alternatives such as smartphones in a dash-mount.
Despite the potential downsides of using smartphones for in-car entertainment or navigation purposes, substitution of specific-use products by smartphones nonetheless represented an issue. Following a change to legislation in 2018, prohibiting the use of hands to operate a mobile phone while driving, the electronics and appliance specialist retailer Elgiganten reported a 340% increase in sales of mobile holders for cars.
Garmin Nordic Sweden AB consolidated its category lead in 2019, which it maintains thanks to dominance of in-car navigation units. TomTom Telematics BV is Garmin’s only competitor of note within the in-car navigation category, but Garmin’s product range is much more varied.
The competitive landscape for in-car speakers and in-dash media players remained fragmented. Although numerous leading multinational players have an established presence, low volume sales of in-car speakers and in-dash media players mean they tend to have a presence primarily through local distributors such as KG Knutsson, national brand owner of Clarion.
Overall there is growing consolidation in the category. Volumes are becoming concentrated among a select number of brands.
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This industry report originates from Passport, our Consumer Electronics market research database.