New Market Research Report: In-Car Entertainment in Italy

The growing popularity of GPS-enabled smartphones and the increasing prevalence of car manufacturers pre-installing in-car entertainment devices are negatively impacting volume sales in in-car entertainment. The specific category that was most adversely affected by this situation in 2015 was in-car navigation, primarily because of the proliferation of smartphones with navigation systems already installed, not to mention the constant improvements in the quality of these devices and software and the wider availability of them. There remain limited numbers of consumers who are willing or able to pay extra for in-car speakers, although this is considered a rather niche category. The general reluctance of Italian people to purchase in-car entertainment products in recent years is due to suppressed purchasing power. The proliferation of pre-installed audio and video devices in new cars and portable media players and smartphones with audio and video functionalities is also adversely affecting sales of in-dash media players.

Full Report Details at
- http://www.fastmr.com/prod/1126669_incar_entertainment_italy.aspx?afid=301

Competitive Landscape

Pioneer Electronics Italia SpA led in-car entertainment in 2015, and recorded the highest increase in volume share, passing from a retail volume share of 14% in 2010 up to 17% in 2015, followed by TomTom International BV with 14% and Sony Italia SpA with 12%. Pioneer’s leading position in the category is derived from its leadership within in-car speakers and in-dash media players, where it held respect of volume shares of 34% and 25% in 2015. Due to its leading position in each of these categories and thanks to its well-known brand name and reputation for product innovation, Pioneer has also been among the companies to suffer the least from volume sales declines in in-car entertainment in general and in in-dash media players and in-car speakers in particular in recent years. In fact, for the above mentioned reasons, the company has been able to register a very marginal growth in in-dash media players, with a retail volume share of 24%, and a 1% growth in in-car speakers in 2015 compared to 2014, climbing from a retail volume share of 31% in 2010 up to 34% in 2015.

Industry Prospects

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