PND brand vendors squeezed by white box devices and in-dash navigation systems in China Tweet

PND brand vendors are seeing tough competition in the China market with white-box devices assaulting the low-end market and more car buyers opting for in-dash navigation systems.

White-box PNDs are typically priced at 400-500 yuan (US$58-73) compared with 1,000-3,000 yuan for low-end models offered by PND brand vendors. Even higher-end 5-inch white-box PNDs with digital TV functions can go for as low as 599 yuan. Though brand vendors still have an edge in product quality, many consumers, especially first-time purchasers, continue to be swayed by the low price tag.

White-box models account for a 60-70% share of China's 3.5 million-unit market, according to sources from brand vendors.

In the premium segment, with the rise of income spurring car sales, many car buyers are opting for in-dash navigation systems. Mainstream navigation options typically come with a 7-inch screen and digital TV features, and display images shot from a connected camera when the vehicle shifts into reverse. Such in-dash system is priced around 3,000-5,000 yuan.

Sales in China represent 10% of the worldwide PND market, the sources said.

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