Once clear of the current market slump, the European automotive navigation market will steer toward integration and innovation, and eventually, integrated infotainment platforms. Increased participation from consumer electronics vendors will force automakers to keep pace in terms of product innovation.
New analysis from Frost & Sullivan (automotive.frost.com), Strategic Analysis of the European Market for Low Cost OEM Navigation Systems, estimates the market to be worth 0.15 million in terms of unit sales in 2009 and predicts it to reach 1.83 million by 2016. Fixed in-dash, mobile phone and integrated personal navigation device (PND) systems, proposed as a standard feature in select vehicle models, will drive this market expansion.
"Low cost OEM navigation will usher in the era of infotainment integration and eventually lend a new lease on life to the telematics industry", notes Frost & Sullivan Research Analyst Vishnu Muralidharan. "PNDs have long dominated the market and will continue to challenge automakers in providing a short-term low cost solution. However, automakers have already embraced low cost OEM navigation and in-car navigation will become ubiquitous in the future."
Renault has paved the way in offering dedicated in-dash systems as a standard feature. Within four years, dedicated in-dash systems will prevail as a standard feature and will come to dominate the low-cost OEM navigation systems market.
The biggest challenge facing the market is the dramatic slowdown in Europe. Automakers have been focusing more on fuel efficiency while consumers have been reluctant to dig deeper in their pockets for a fixed navigation system when portable units are available at a nominal price. Eastern European markets have been particularly hard-hit.
"This recession stuck the navigation market, which was expecting an upswing in the European markets, at a particularly inopportune time," explains Muralidharan. "The current situation will force many vehicle manufacturers to postpone their plans."
Nevertheless, the more developed European markets will likely rebound once government measures address consumer concerns and create a favourable climate for sales. To maximise growth opportunities, automakers should use navigation as a differentiating factor to sell vehicles.
Currently, with the rapid growth of the GPS-enabled mobile handsets segment, it is ideal to use these devices and bundle them with a service package provided by telecom operators. This model has proved to be highly successful in Asian markets.
"Auto manufacturers should segment navigation into two distinct categories during these difficult times; one, a low cost portfolio based on GPS-enabled handsets and fixed in-dash for low segment vehicles and the other, a high-end, premium, feature-rich embedded package, for high-end vehicles," advises Muralidharan. "The low-cost portfolio should be managed by a partnership between auto manufacturers and navigation providers."
Strategic Analysis of the European Market for Low Cost OEM Navigation Systems is part of the Automotive & Transportation Growth Partnership Services programme, which also includes research in the following markets: Comparative Analysis of the European, North American, Chinese, South Korean and Indian Telematics Markets, European Aftermarket for Vehicle Access and Security Systems, Strategic Analysis of European Market for eCall and bCall Systems, Strategic Analysis of European Market for Stolen Vehicle Tracking Systems, An Update of European Market for Telematics Based Pay As You Drive Insurance Systems, and Executive Update of European Passenger Vehicle Telematics and Infotainment Markets. All research included in subscriptions provide detailed market opportunities and industry trends that have been evaluated following extensive interviews with market participants.
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Strategic Analysis of the European Market for Low Cost OEM Navigation Systems / M3CF