NPD: Garmin Stays On Top In PND Share
By Amy Gilroy -- TWICE, 2/11/2008
PORT WASHINGTON, N.Y. — Garmin remained the leader in PND market share in the fourth quarter in units and dollars but lost share to rivals TomTom and Magellan, both of which bolstered their unit and dollar shares, The NPD Group found.
In units, Gamin's share for the quarter slid by 14.2 percentage points, though it still ranked first despite a TomTom surge of 13.2 percentage points. Magellan's unit share grew 3.8 percentage points.
In dollars, Garmin's share fell 11.2 percentage points, but the company remained the market leader by a wide margin with 45.4 percent in dollars, compared with second-ranked TomTom with 23.6 percent dollar share. Magellan came in third with 15.4 percent dollar share.
TomTom attributed its rise to "aggressive advertising and marketing efforts as well as competitive pricing," said a spokesperson.
Marketers pointed out that TomTom advertised leader products commonly at a $149 street price during the holidays while Garmin maintained a street price of $199 for its popular entry product, the Nuvi 200.
Explained NPD VP Steve Baker, "Garmin considers itself to be the premium player, and they want to get a fair [price] for what they have. And it's not an unreasonable thought process. I don't think Garmin will be whittled away. I think they'll probably maintain being a top brand."
| Brand | Rank | Q4 2007 | Brand | Rank | Q4 2006 |
| Retail-Level Dollar Share | |||||
| Garmin | 1 | 45.4% | Garmin | 1 | 56.6% |
| TomTom | 2 | 23.6% | TomTom | 2 | 14.6% |
| Magellan | 3 | 15.4% | Magellan | 3 | 11.5% |
| Retail-Level Unit Share | |||||
| Garmin | 1 | 36.6% | Garmin | 1 | 50.8% |
| TomTom | 2 | 26.9% | Magellan | 2 | 14.8% |
| Magellan | 3 | 18.6% | TomTom | 3 | 13.7% |
| TableSource: The NPD Group/Retail Tracking Service © TWICE 2008 |
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