Port Washington, N.Y. - In an odd reversal aftermarket in-dash navigation is now growing faster than portable navigation,
according to The NPD Group.
In-dash mobile navigation grew 26 percent in units in June 2009
compared with June 2008, while portable-navigation unit sales grew only 4
percent. In-dash navigation sales have been healthy all year, growing 36
percent from January to June, despite the availability of such lower-cost
options as personal navigation devices (PNDs) and cellphones with GPS, said
Helping drive sales is a lower average selling price, which in June
fell to $701 for in-dash navigation, down 26 percent from June last year.
Even though in-dash navigation devices are still much pricier
than most PNDs, they are still a bargain compared to the price of a factory
navigation system from a car maker, said NPD.
In June, 84 percent of all PND sales were below $200. For in-dash navigation, the key price points
were $600 to $699 with 40 percent of sales in that range in June, up from 15
percent last year, said NPD.
"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, industry analysis director at NPD.
It should be noted that in-dash navigation is a much smaller
market than PNDs. About 17 million PNDs
are expected to sell in North America in 2009, while NPD estimates only 77,000
aftermarket in-dash navigation units sold to consumers during the first half in
Also, due to lower selling prices, in-dash navigation dollar
volume for the first half was flat, with the first half of last year at about
$53 million, said NPD.