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Report: Automakers Need Aftermarket Brands

Boston – Automakers could
increase their margins on premium OEM sound systems by aligning themselves with
popular speaker brands, a Strategy Analytics report concluded.

 Aligning with popular speaker suppliers “can
drive profit margins and enhance brand image” while attracting consumers “to
pay a premium for better audio systems,” the report said.

 “OEMs and suppliers need
to address a problem of name recognition,” said Chris Schreiner, director of the Strategy Analytics automotive consumer
“Sony, Pioneer and Panasonic have already extended their greater
consumer electronics reputations into the automotive market. Others, such as
Harman and Bose, are not well-known in the automotive realm or have blind spots
in specific regions.”

 The report also forecast that the premium
OEM audio
system market will double worldwide to 18.8 million units by 2018.

 As part of the study, Strategy Analytics surveyed
vehicle owners in the U.S. and Europe.