The writing has been on the wall for US aftermarket in-car entertainment for some time. As the complexity of systems and the quality of OEM products have increased over recent years, the aftermarket has largely been left to the devices of enthusiasts and audiophiles, for whom the OEM quality is not up to par.
Aftermarket in-car navigation units continue to struggle against the ubiquity of cell phones and OEM navigation systems. Given the quality and cost, which is almost always nothing, of cell phone navigation systems like Google Maps, Apple Maps and Waze, in-car navigation units are struggling to find a narrative to explain to consumers why they should pay more for a product that often does less.
The aftermarket industry was able to avoid the first round of tariffs in the US-China trade dispute that began in 2017. However, as the tensions have heightened and measures on both sides grown more severe, this has not remained the case.
Garmin is still the clear leader in in-car navigation, selling nearly four times as many units as the rest of the industry combined. Even so, 2019 was not the best year for the company as its sales markedly declined.
Kenwood and Pioneer continue to lead aftermarket in-dash media players in terms of volume sales, although both saw declining sales and share in 2019. This is not surprising as most firms continue to shift their focus to OEM production.
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This industry report originates from Passport, our Consumer Electronics market research database.