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US in-car entertainment market dominated by GPS manufacturers Garmin and TomTom

Industry Sector

Consumer Goods


7 November 2012


Matt Bodimeade

Type of News


The US in-car entertainment market has been forecast to witness poor results over the next five years with the industry set to decline at a negative compound annual growth rate (CAGR) of -4%. A market value of US$3.3 billion recorded in 2011, is expected to slip to US$2.2 billion by 2016.

In-car navigation manufacturers Garmin and TomTom International are the dominant forces within the US in-car entertainment market in terms of unit volume share, with seven million and three million units shipped respectively. In-car navigation devices is a tightly consolidated market in the US, with the top two manufacturers and third placed Mitac International Corp collectively accounting for 96% of unit volume.

Within in-dash media players, JVC Kenwood Corp (renamed from JVC Kenwood Holdings Inc in 2011) was the leader with 26% of unit volume. Pioneer Electronics (USA) Inc was second place with 15%, followed by Sony Corp of America and Alpine Electronics of America Inc. JVC Kenwood has retained the number one position in the 12-volt in-dash segment since the 2008 merger between Kenwood USA Corp and JVC Co of America.

Growing penetration of smartphone technology will be the greatest factor impacting in-car entertainment over the next five years. A 2011 study by JD Power and Associates revealed that 86% of smartphone owners use their phone while in the car, and would be interested in automotive-related features such as remote start, blind-spot detection and remote vehicle diagnostics.

Recently, Google-powered device owners have been offered the opportunity to make calls and play audio via Bluetooth when driving. Traditionally, in-car entertainment (ICE) manufacturers power their services with Linux or Windows, but that's all change, as UK-based product innovator Plextek integrates the Android OS into its series of head-units. This is set to offer seamless connectivity with those running on Google-based smartphones and tablets, allowing wireless calls, data access and audio playback while driving.

It has been estimated that by 2016, 23.6 million cars will have Internet access, rising from 8.7 million in 2010. Providing consumer focused synergies between smartphones and in-car technologies will be the premier challenge for aftermarket manufacturers on the US market.

For more information on the US in-car entertainment market, see the latest research: US In-Car Entertainment Market

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