In 2021 in-car entertainment is set to continue to decline, after already seeing steep declines for many years. Demand fell particularly strongly in 2020 due to the effects of the pandemic, as financial instability was seen amongst consumers and less travelling was undertaken to contain the spread of the virus.
In addition to OEM installed systems negatively affecting sales of in-car navigation, there have been more navigation apps in the market that are free, most notably Google Maps and Wave. These apps have become more advanced, and the Bluetooth capability of many built-in car platforms, such as Android and Apple Carplay, make it faster and more seamless when synchronising users’ phones.
JVC Kenwood Corp retained its leadership within in-car entertainment in 2020, and this is set to continue in 2021, due to its strong position within the largest category, in-dash media players. The company noted that its global aftermarket and OEM business has been impacted by COVID-19, but that both have been recovering in 2021 due to the increase in travel by car and return in auto manufacturing.
The decline that in-car entertainment saw at the end of the review period is set to continue throughout the forecast period. The decline will be driven by the competition from built-in systems in cars and the growing use of navigation and music streaming apps on smartphones.
The innovation that is likely to impact consumers the most over the forecast period is voice assistants. While voice assistants are already available within in-car navigation systems and through consumers’ phones and apps, the development of this feature is likely to continue as the more hands-free driving is, the safer and more efficient the ride can be.
In-car entertainment saw the share of e-commerce within retail distribution spike significantly in 2020, with a doubling of share to account for nearly two thirds of volume sales. E-commerce has taken the most share from store-based channels such as electronics and appliance specialist retailers.
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