A new study shows that consumers value and want high quality car stereo.
It also reveals OEM advantages and the aftermarket opportunities in car audio.
And it shows which are the most recognized audio brands for the car.
Over 50 percent of new car buyers tend to upgrade to a premium audio system when choosing a car and 65 percent believe it increases the resale value of their vehicle.
Plus a third of new car buyers say the audio brand in their next new car will “have a significant impact” on which car they buy. And half of consumers say the radio brand will influence their car decision if the radio is from a well known brand like Bose, said research firm Ipsos RDA.
The most well-known brands by car buyers are Bose, Sony, Pioneer and Panasonic, as they are recognized by at least 2/3rds of consumers. The next tier includes Alpine, JBL, Infinity, Harman Kardon, BeatsAudio and Fender with 25 – 50 percent awareness.
“The audio brand matters,” said Executive VP of Ipsos RDA, whose study questioned 4,000 consumers in August/September last year.
The study noted that consumer awareness of these key brands is for their general products, not necessarily their car audio products. “When asked about familiarity of brands in the automotive industry, overall familiarity drops below 50 percent, even among the top awareness brands. What should be concerning for both auto and audio manufacturers is that only a dozen brands have greater than 10 percent familiarity as an automotive audio brand,” said Ipsos.
Ipsos also found that 70 percent said their next car purchase decision would be impacted if the car came with a branded Apple or Google system.
Our take: the data shows there’s opportunity for aftermarket Apple CarPlay and Android Auto radios.
Ipsos also noted that the average car owner spends 11 hours per week in their car.
Here is a chart of brand awareness by car buyers.
Ipsos RDA says it is a “top 5” automotive research firm based in Michigan that was founded in 1969.