These 12V Categories Will Rise or Fall in 2021

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The Consumer Technology Association (CTA)  recently released its forecast for wholesale shipments of aftermarket car audio products for 2021.

Most 12 volt categories will fall slightly or remain flat this year with the exception of Aftermarket Advanced Driver Assistance Systems (ADAS) and rear cameras as well as dash cameras, predicts the CTA.

Part of the reason for the flat sales is the impact of the pandemic in the first half, said the CTA.

“The aftermarket automotive electronics industry helped consumers upgrade aging vehicles in 2020 as they put the brakes on car purchases, but supply chain disruptions and economic factors weighed heavily on the segment. There will be some headwinds in the first half of 2021, resulting from consumers living less-mobile lifestyles as the pandemic lingers. The second half should see an uptick in shipments as people get back on the road,” said the CTA’s Rick Kowalski.

Here’s the CTA forecast for 2021:

Head units with video screens (non-navigation): Forecast 2021– Flat in units and down 1 percent in dollar sales to dealers to $309 million (vs $351 million in 2019).  Estimate for 2020: down 11 percent in dollars.

Fixed navigation devices of any type: Forecast 2021: Down 10 percent in units and down 13 percent in dollars to $53 million.  Estimate for 2020: down 7 percent in dollars.

Head units without screens: Forecast 2021: Up 2 percent in units and down 2 percent in dollars to $194 million (compared to $234 million in 2019).  Estimate 2020: down 16 percent in dollars.

Amplifier shipments: Forecast 2021: Down 3 percent in units and down 6 percent in dollars to $143 million in 2021.  Estimate 2020: down 2 percent in dollars.

Speaker sales: Forecast 2021: Down by 2 percent in units and down 3 percent in dollars to $202 million (compared to $242 million in 2019).  Estimated 2020: down 14 percent in dollars.

Marine audio has remained relatively flat in dollars over the past few years at $51 million.

ADAS systems including blind spot systems:  Up 5 percent in units and up 4 percent in dollars to $376 million.  This doesn’t include vehicle security which should fall by 5 percent in units this year and 8 percent in dollars to $164 million (down from $206 million in 2019), according to the CTA.

Rearview camera shipments: Forecast 2021:  Up 5 percent in units this year and up 2 percent in dollar sales to $73 million.

 

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3 Comments

  1. with new car prices getting more expensive the used car market is flourshing whch means more people will need upgrades. This is what driving the market inside US vs other countries.
    i see this will continune for 2021 with COVID19 stifeling new car purchases because uncertainey of jobs. just my observation

  2. While I appreciate the CTA and their projections; we choose not to accept any “down” numbers in dollars or products in ANY category. We will continue to kickazz and take names. 2021 will be another record year for Soundcrafters. (insert the McDonald’s advertising closing verbal melody here) Barum-bum-de-dum!

    1. MINDSET, MINDSET, MINDSET! It’s all about MINDSET! You have a great mindset, and you will have a great 2021 because of it!

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