Users Still Want In-Dash Navigation, But…

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Pioneer AVIC-8100NEX

Drivers are using in-dash navigation more than ever, even while usage of navigation apps is on the rise.

One doesn’t appear to be cancelling out the other in terms of usage or enjoyment, according to a new study by Strategy Analytics.

“We’ve seen more usage across the board,” said analyst Chris Schreiner, noting, “There’s still a need and a desire for navigation on the vehicle display, on the center stack, in the instrument cluster, that for many, having Google Maps or Apple Maps on a phone doesn’t satisfy.”

In-dash navigation remains popular because, “When they are following navigation directions and the phone is in the cup holder or on the other seat, it’s not the same, or if they don’t know how to pair it or they are having the sound come through the phone while the radio is going. It’s not as optimal an experience as when integrated,” he said.

In the US, 89 percent of users of OEM embedded navigation are satisfied or very satisfied with their systems and 87 percent are satisfied with their mobile navigation apps.

But this is expected to change as Apple CarPlay and Android Auto gain a foothold in the factory dashboard. One or two years after CarPlay/Android Auto is available in a new car model,  it will start to take away sales from embedded navigation in that model, said Schreiner.

“Right now it’s lifting all boats, but at some point, people will realize they don’t need both.”

Both the aftermarket and OEM sectors will be affected.   CarPlay and Android Auto “will satisfy the need of showing that map and providing that visual guidance to consumers in the center stack….for OEMs and the aftermarket, if they want to keep their own proprietary navigation, they have to find some way to differentiate it either by tying it into OBD2, into safety, or doing contextual awareness better than Google. They have to do something or CarPlay and Android Auto will be good enough for consumers,” said Schreiner.

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