The North America Automotive Infotainment System market is expected to register a CAGR greater than 6.3% during the forecast period (2020 - 2025).
The North America Automotive Infotainment system can be classified into two types. Firstly, Advanced Navigation comprises of Services included: those that contain regular map updates and information about traffic jams or real-time traffic information (RTTI). Secondly, Comfort Services aims for comfort and personal convenience of the passenger.
The market for Automobile Infotainment Services is worth USD 336.9 million in 2019. The North American market has the largest segment, with a revenue of USD 141.1 million. North America covers a significant share of more than 30% in the rear-seat infotainment system. In 2018, with deployment in luxury cars and semi-autonomous vehicles, the demand for rear-seat infotainment systems had increased over the past few years. Earlier rear-seat infotainment systems were used only in luxury cars. To sustain the highly competitive taxi industry, taxi firms have started incorporating innovative products and services to offer the best service to their customers.
In North America, as of 2020, 85% of vehicles sold in the US had a touch screen, compared to 58% in 2015. With growing smartphone usage and adopting towards ADAS and Autonomous driving technology (self-driving cars), technologies like the Automotive systems the vehicles, especially for passenger seating, have become excessively familiar.
Key Market Trends
Increase Demand for Entertainment and Connectivity
Rise in smartphone functions to be built into in-vehicle infotainment systems and demand for entertainment is on arise. As mobile phone use has risen, the usage of smartphones for the same purposes in their cars has also increased. Car manufacturers are themselves opting for modular hardware design. This helps them reduce the purchase price of infotainment systems. They are working on technology to let smartphone functions to be built into in-vehicle infotainment systems at a low cost. Nowadays, manufacturers are working to combining processing power and competitiveness of their system. The digital services generate large quantities of data sets for car manufacturers to improve the performance of the connected vehicles.
People now do more than just driving their cars; self-driving vehicles have grown tremendously. With upcoming technology, the passenger compartment can be transformed into a cinema, living area, games room, or even a co-working space. Companies like BMW and Audi provide connected services to improve customer relationships and to differentiate their brands from the competition.
With the growing trend of autonomous vehicles, automakers are not only focused on driver assistance systems but also on improve their infotainment systems. These include the rear-seat infotainment system. For instance, Audi A8 is the world's first level-3 autonomous driving vehicle, which went into production featuring the rear-seat infotainment system developed by NVIDIA.
The United States Has the Largest Automobile Infotainment Market Worldwide
The United States has also reported the highest number of the in-car personal assistant system like the Amazon Alexa and other real-time traffic software systems. Companies like the Continental AG and Harman International are working on augmented reality navigation system.
Additionally, in US during 2018 and 2019, vehicle models from GM, Ford, and Mazda were equipped with VOXX Automotive evolution series (EVO) in the rear seat infotainment system. This system uses the Cinemo technology's advanced multimedia framework that helps creates a systematic process for searching, streaming, indexing, aggregating, and playing multimedia content.
In Silicon Valley, improvement in semiconductors in the automotive industry, large scale microelectronic chips have enabled automotive infotainment, which can integrate with smartphones. Most of the largest tech firm like Google, Amazon, and Tesla is developing useful software's in the market of Audio Unit, Display Unit, Navigation Systems, and Comprehensive Systems
For instance, Denso Corp is one of the leading manufacturers of ADAS technology in the United States. It provides automotive infotainment systems such as voice-ADAS, customized touch-screen layout, and the ability to download apps that are used in automobiles such as Ford and General Motor. Alpine Electronics Inc.is from the Alps Group. They develop and manufacture audio products for cars. Its aftermarket segment is widely adopted in the United States. It is compatible with Apple's CarPlay infotainment and has collaborated with media streaming management companies such as Cinemo GmbH, providing advanced infotainment systems.
Competitive Landscape
The North America Automotive Infotainment Market is moderately consolidated with existing players such as Denso, Bosch, Harman International, Delphi Automotive LLP, Delphi Automotive LLP, Continental AG, Panasonic Corp, and Kenwood. As the demand for infotainment is growing in the region, the infotainment manufacturers are trying to have the edge over its competitors by making joint-ventures, partnerships, launching new products with advanced technology.
For instance, in 2020, LG Electronics Inc. and US-based automotive voice recognition solutions provider Cerence Inc.signed a partnership to develop an in-car infotainment system. It took place in Las Vegas, Nevada, at the Consumer Electronics Show. Primarily, LG and Cerence will collaborate and develop the webOS Auto-based IVI system, which will be equipped with voice recognition features. WebOS Auto is a Linux-based automotive infotainment platform specially designed to provide solutions for connected cars.
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