In an audio market with a very high penetration rate for original equipment, how do vehicle manufacturers try to differentiate themselves?
The increasing amount of information processed by a car, as well as more and more powerful power units has given this Head Unit a fundamental role in the car. The Head Unit has become a multimedia platform, which is processing more and more information. This has lead to an increase of original equipment penetration to the detriment of after-market. For manufacturers, the effects are different depending on vehicle segment. Audio offers can be divided into three categories which address different client needs: • The entry level, where cost is key; • The core-range, in which audio is a differentiating factor and must be able to hold any new format, device, connectivity, communication and navigation needs; • Hi-Fi, i.e. premium sound which is brand driven. What are the manufacturers’ solutions to differentiate themselves? Their real challenge is to offer audio systems that bring a good audio quality to all clients without constraining the project or the cost. The solution is digital sound
