Strategy Analytics: In-Vehicle Navigation Sales to Quadruple by 2019

Major technology companies, such as Apple, Google, and Microsoft, are beginning to battle for share of the in-vehicle navigation market, according to the Strategy Analytics report, “Automotive and Portable Navigation: Market Drivers and Forecasts 2011 -2019.” This may spell trouble for traditional tier one navigation manufacturers, like Continental, Denso, Harman, as well as Garmin and TomTom.

“The recent Apple announcement regarding its automotive OEM partnerships and the expansion of Apple’s mapping efforts could significantly change the in-vehicle navigation market. Previously major technology companies largely wrote off automotive markets. However, with a growing emphasis on creating a unified experience across all screens (PC, handset, TV, and in-dash display), the automotive screen is becoming an essential additional battle to win,” said John Canali, Senior Analyst at Strategy Analytics.

Richard Robinson, Director of Automotive and Multimedia Communications at Strategy Analytics, added, “Competing against these new players will be difficult for incumbent suppliers of navigation systems because the new players are so well capitalized and can devote far more to research and development. Incumbent players need to reevaluate their role to demonstrate their worth in the supply chain, while OEMs must weigh what strategic alliances will provide the most benefit to consumers.”

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