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Canada In-car Electronics: Entertainment, Navigation and Audio Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the In-car Electronics: Entertainment, Navigation and Audio market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

This Report covers in-car electronics:

  • In-car electronics: Electronics that are designed to enhance the in-car experience for drivers and passengers. This can include touchscreens, navigation, Bluetooth, audio systems and other electronic technology that is focused on improving the driving experience.

What you need to know

As the wave of technological advancement and connectivity has made its way into the automotive industry, it is important to take stock of what role they play in the market. From the perspective of automakers, the value of in-car electronics is in their ability to influence purchases – whether to differentiate from another brand or to motivate a consumer to enter the market and start shopping for a vehicle. Given the amount of other factors that are present in a car from a consumer’s perspective – gas mileage, safety, cargo space, etc – it is imperative for automakers to understand the role that incar electronics play and the best way to move forward with them.

The primary focus of this Report will be to gain a better understanding of how in-car electronics affect the overall vehicle purchase process, and whether there is opportunity to increase its role. Its findings are based on the results of Mintel’s exclusive research and will help navigate a corner of the automotive market that may not be the primary concern for drivers, but is certainly one of the most fast-paced and exciting areas of innovation in the industry.

Expert analysis from a specialist in the field

Written by Scott Stewart , a leading analyst in the Technology and Media sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

As the wave of technological advancement and connectivity has made its way into the automotive industry, it is important to take stock of what role they play in the market. From the perspective of automakers, the value of in-car electronics is in their ability to influence purchases – whether to differentiate from another brand or to motivate a consumer to enter the market and start shopping for a vehicle. Given the amount of other factors that are present in a car from a consumer’s perspective – gas mileage, safety, cargo space, etc – it is imperative for automakers to understand the role that in-car electronics play and the best way to move forward with them. Scott Stewart
Senior Technology and Media Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • In-car electronics are a secondary consideration
            • Figure 1: Car purchase factors, April 2018
          • Awareness of in-car electronics systems is low
            • Figure 2: Unaware of system, April 2018
          • Consumer reluctance for innovating too quickly
            • Figure 3: Interest in new in-car electronics, April 2018
          • The opportunities
            • Many consumers are considering buying a car
              • Figure 4: Next planned car purchase, April 2018
            • Consumers buying a car soon are more influenced by in-car electronics
              • Figure 5: Aware of system but do not own, those who plan to buy in next six months vs overall, April 2018
            • Current in-car tech can be used to predict future usage
              • Figure 6: In-car electronics currently in vehicle, by age of vehicle, April 2018
            • What it means
            • The Market – What You Need to Know

              • New vehicle sales are increasing
                • People are spending more time in their cars
                  • Hands-free device laws are making in-car electronics more valuable
                    • Smartphone ownership is high
                      • Tech-savvy young consumers will grow the market
                        • Aftermarket manufacturers offer an alternative to built-in systems
                        • Market Factors

                          • New vehicle sales are increasing
                            • Figure 7: New motor vehicle sales in Canada, January 2018
                          • People are spending more time in their cars
                            • Hands-free device laws are making in-car electronics more valuable
                              • Smartphone ownership is high
                                • Figure 8: Smartphone ownership, by age, January 2018
                              • Tech-savvy young consumers will grow the market
                                • Figure 9: Impact of in-car electronics, by age, April 2018
                              • Aftermarket manufacturers offer an alternative to built-in systems
                              • Key Players – What You Need to Know

                                • Apple CarPlay and Android Auto available in most car makes
                                  • OnStar has evolved over the years
                                    • Consumers are skeptical about self-driving cars
                                      • Too many new car features may create noise
                                        • In-car electronics will continue to evolve
                                        • What’s Working?

                                          • Apple CarPlay and Android Auto available in most car makes
                                            • OnStar has evolved over the years
                                            • Challenges

                                              • Consumers are skeptical about self-driving cars
                                                • Too many new car features may create noise
                                                • What’s Next?

                                                  • In-car electronics will continue to evolve
                                                  • The Consumer – What You Need to Know

                                                    • Future purchase intent of vehicles
                                                      • In-car electronics are a secondary consideration
                                                        • Impact of in-car electronics among car shoppers
                                                          • Awareness of in-car electronics systems
                                                            • Finding the right balance for innovation
                                                              • Using current in-car tech to predict future usage
                                                              • Future Purchase Intent of Vehicles

                                                                • Most car owners have a vehicle that’s from 2010 or newer
                                                                  • Figure 10: Age of newest car in household, among households with cars, April 2018
                                                                • A car purchase is in the plans for the majority of consumers
                                                                  • Figure 11: Next planned car purchase, April 2018
                                                              • Car Purchase Factors

                                                                • Purchase decisions primarily focus on gas mileage and safety features
                                                                  • Figure 12: Car purchase factors, April 2018
                                                                  • Figure 13: In-car electronics as car purchase factors, by next planned purchase, April 2018
                                                                • In-car electronics are only influencing a minority of consumers
                                                                  • Figure 14: Impact of in-car electronics, by age of vehicle, April 2018
                                                                  • Figure 15: 2018 Mitsubishi Eclipse Cross: Technology, March 2017
                                                                  • Figure 16: Researching in-car electronics, by age of vehicle, April 2018
                                                                  • Figure 17: Impact of in-car electronics vs horsepower, by age, April 2018
                                                                • Certain demographics are more open to in-car electronics
                                                                  • Figure 18: Impact of in-car electronics, Chinese Canadians vs overall, April 2018
                                                                  • Figure 19: Impact of in-car electronics, fathers vs overall, April 2018
                                                                  • Figure 20: Interest in new in-car electronics, fathers vs overall, April 2018
                                                              • Impact of Electronics Among Car Shoppers

                                                                • Consumers buying soon are more influenced by in-car electronics
                                                                  • Figure 21: Car purchase factors, those who plan to buy in next six months vs overall, April 2018
                                                                • Current shoppers have higher awareness of available systems
                                                                  • Figure 22: Aware of system but do not own, those who plan to buy in next six months vs overall, April 2018
                                                                  • Figure 23: Soccer practice ft. Kathryn Hahn, Chrysler Pacifica S, March 2018
                                                                • Current shoppers more interested in new tech features
                                                                  • Figure 24: Interest in new car features, those who plan to buy in next six months vs overall, April 2018
                                                              • Awareness of In-car Electronics Systems

                                                                • Systems available across makes are the most widely owned
                                                                  • Figure 25: In-car electronics system ownership, April 2018
                                                                • Ford SYNC stands out as a leader in the market
                                                                  • Figure 26: Aware of system but do not own, April 2018
                                                                  • Figure 27: Impact of in-car electronics, Ford SYNC owners vs overall, April 2018
                                                                  • Figure 28: Discover the first-ever Ford EcoSport, February 2018
                                                                  • Figure 29: Ford, Sync Technology, November 2017
                                                                • Auto brands have to choose a strategic direction
                                                                  • Figure 30: Unaware of system, April 2018
                                                                  • Figure 31: Unaware of system, Quebec vs Overall, April 2018
                                                                  • Figure 32: Your Google Assistant on Android Auto: Plan your day, January 2018
                                                              • Finding the Right Balance for Innovation

                                                                • There is a fine line for what new features consumers want
                                                                  • Figure 33: Interest in new in-car electronics, April 2018
                                                                  • Figure 34: TURF analysis – new features in cars, April 2018
                                                                  • Figure 35: Interest in larger display screens, by age, April 2018
                                                                  • Figure 36: Interest in voice control, by age, April 2018
                                                                  • Figure 37: Interest in rear seat display screens, by kids in household, April 2018
                                                                • Interest in progressive innovation is minimal
                                                                    • Figure 38: Interest in new in-car electronics, by age, April 2018
                                                                • Using Current In-car Tech to Predict Future Usage

                                                                  • New tech may follow the same trend as developed electronics
                                                                    • Figure 39: In-car electronics currently in vehicle, by age of vehicle, April 2018
                                                                  • Income impacts some features, but not the emerging ones
                                                                    • Figure 40: In-car electronics currently in vehicles 2016 or newer, by income, April 2018
                                                                    • Figure 41: In-car Wi-Fi and mobile apps currently in vehicles 2016 or newer, by income, April 2018
                                                                • Appendix – Data Sources and Abbreviations

                                                                  • Data sources
                                                                    • Consumer survey data
                                                                      • Consumer qualitative research
                                                                        • Methodology
                                                                          • Abbreviations and terms
                                                                            • Abbreviations
                                                                              • Terms