In 2008, the rapid development of China's automotive electronics industry, but the deterioration of the external environment and many other unfavorable factors make the prospects of the industry in 2009 have attracted much attention. In order to more clearly grasp the development context of China's electronics industry in the context of the 2009 financial crisis, this article invites analysts from well-known research institutes to share their professional analysis and outlook for the automotive electronics industry with readers.

The electronic process of domestic cars will continue to deepen in the industrial storm

CCID Consulting's director of automotive and semiconductor business, Shushu Li

In recent years, besides the increase in production, the Chinese automobile industry has significantly accelerated the pace of product upgrades for passenger cars. During this round of product upgrades, the continuous increase in the electronic degree of domestic cars has become the most significant symbol. In the second half of 2008, affected by the global financial crisis, China's auto production did not break through the tens of millions of preliminaries expected in the industry before, and faced with the industry storm that may continue to occur, together with the “tax reform” plan What direction will China's auto industry develop in 2009, and what impact will China's auto electronics market be affected by?

Judging from the current form, the pace of development of China's auto industry may have to slow slightly, but the industrial crisis triggered by the financial crisis will not have much impact on the automotive electronics market. On the contrary, it may also lead the auto industry. The electronics market has entered a new era.

First of all, in today's economic environment, the competition in the automotive product market is bound to become fiercer. In addition to lowering prices, auto manufacturers will be the most effective means of competition. In the process of adding new products, the ratio of auto electronics will be greatly increased. From the perspective of the auto market in 2008, this “incremental price increase”—even “incremental price reduction” competition has been widely used by many automobile manufacturers, and with the increasingly severe forms of market competition, the more meticulous “ Adding quantity is imperative.

Secondly, if the "fuel tax" is levied, small-displacement cars will become the new darling of the market, and upgrading of small-displacement cars will become the next development focus for the automotive industry. In order to meet the needs of consumers, many electronic products in mid- to high-end automobiles will be transplanted into small-displacement vehicles. In the future, small-displacement cars will be presented to consumers in a complete electronic configuration.

Again, the "fuel tax" levy makes the hybrid car market once again cause everyone's concern. Over the years, a number of auto makers, including Chery, BYD, and other domestic brands, have done a lot of work on hybrid vehicles. The products have become more mature and the cost has been declining. The hybrid vehicle market is expected to be officially launched in 2008. In hybrid vehicles, the proportion of the cost of automotive electronic products generally exceeds 40%, and some even exceed 60%. The development of the hybrid vehicle market will undoubtedly become the new driving force for the development of China's automotive electronics market in the next few years.

In summary, in this industrial storm, the market capacity of some automotive electronic products will slow down from the point of view of auto production alone. However, from another perspective, this industrial storm may become automotive electronics. The market has entered the beginning of a new stage.

The development prospect of car navigation products is infinitely bright

IMS Research analyst Liu Lingqing

If you care about the Chinese auto market, you will find that nowadays car navigation systems have not only appeared in the high-end models of high-end cars. Many family cars that sell for about 150,000 to 200,000 RMB have also launched a navigation version of the navigation system. In addition, as a large number of media propaganda and the hardware and software functions of the navigation system have become more complete, the concept of “navigation with driving” is increasingly being accepted by consumers.

After analyzing in detail the current status and market characteristics of China's car audio, car DVD and car navigation systems, IMS Research has made predictions about the future development of these products, and believes that the car navigation system will be the fastest growing field in these three categories of products.

As the loading ratio of front-loading car navigation systems in the models with displacements of 1.6-2.5L and >2.5L is increasing, it is expected that by 2015, the sales volume of China's pre-installed car navigation systems will exceed US$2.3 billion. At present, China's pre-installed car navigation system market is basically monopolized by foreign brands.

Not only is the front loading market developing rapidly, but the car navigation products that are installed afterwards are also expected to usher in a rapid development period. Different from the situation in which the front loading car navigation system market was monopolized by foreign giants, China's own brand has a considerable market share in the rear loading car navigation product market. The more representative independent brands include good helpers, Tianpai and Huayang. Due to the relatively more competitive price advantage and the support of a relatively complete sales network, the development momentum of China's self-owned brand aftermarket car navigation products has completely overshadowed many well-known foreign brands. However, due to the strong impact of portable navigation devices and navigation mobile phones, the market competition of China's rear-mounted car navigation systems will also become more intense.