In-dash mobile nav growth beats portable navigation

Sharon

Sharon Gill

---

24th August 2009

According to market research company NPD Group's retail tracking service, sales of in-dash mobile navigation units grew 26% in June compared with June 2008, while PND unit sales grew only 4%.

In-dash mobile navigation has been showing strength all year, with unit sales up 36% for the period January – June, despite lower-cost options such as PNDs and strong consumer adoption of GPS-enabled handsets.

Further boosting in-dash nav sales is the decline in average price, which has dropped by 26% year-on-year to a June average of around $700.

40% of all in-dash unit sales in June were in the $600-$699 range, up from 15% last year.

Portable nav customers are looking for cheaper options, with 84% of all PND unit sales in June being below $200.

"With consumers seeking greater value in their purchases, aftermarket in-dash navigation units are an attractive option to consumers who want a large-screen navigation experience and advanced multimedia features," said Ross Rubin, director of industry analysis at NPD.

He added that while aftermarket in-dash nav systems still command a significant premium over in-vehicle systems that offer only audio and video capabilities, these navigation products cost significantly less than those offered as factory options from many car manufacturers.