The number of cars, trucks and crossovers sold with in-vehicles navigation systems will quadruple in North America by 2019, according to a new study, growing to nearly 13 million new systems annually.
But that may not be as good news as it might seem for traditional navi system suppliers, such as Denso, Harman or TomTom, cautions Boston-based Strategy Analytics, Inc. It warns that high-tech firms, such as Apple, Google and Microsoft, are “beginning to battle for share” as they grow their own automotive business.
The good news is that future navigation systems, whoever supplies them, will likely be less expensive and offer significantly more features. Price, even more than functionality, has been a barrier to entry for many consumers – or led them to go with aftermarket devices that can be purchased at a Costco for $100. And now, potential buyers have the opportunity to go with smartphone navigation apps.