Garmin 2010 Annual Report Download - page 29

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 Wal-Mart—the olds lagest ass etaile; ad
 Wynit—a large distributor who sells to a wide range of dealers.
Gais Euope, Middle East, Austalia/Ne Zealad ad Afia osumer product sales are handled
through our in-out susidiaies o loal distiutos ho esell to deales. Wokig losel ith Gais i-
house sales and marketing staff in the U.K. and U.S., these in-country subsidiaries or independent distributors are
esposile fo ieto leels ad staff taiig euieets at eah etail loatio. Gais Taia-based
aketig tea hadles the Copas Asia sales ad aketig effot.
Gais etofit aiois ad aiatio potale poduts ae sold through select aviation distributors
aoud the old ad, i the ase of aiatio potale poduts, also though atalogs ad pilot shops. Gais
lagest aiatio distiutos ilude Aiaft Spue & Speialt Co., Spotsas Maket, TGH Aiatio, Sarasota
Avionics and Elliott Aviation. Avionics distributors have the training, equipment and certified staff required for at-
aipot istallatio of Gais aiois euipet.
In addition to the traditional distribution channels mentioned, Garmin has many relationships with original
euipet aufatues OEMs. I the osue aket, Gais poduts ae sold globally to automotive
and motorcycle OEMs, either directly or through tier 2 sourcing. These OEMs include Chrysler, Toyota, Suzuki,
Volkswagen, Harley-Davidson, Ford, BMW and BMW Motorrad, Honda, Mercedes Benz, Smart Car, Peugeot,
Hyundai, Kia, Mazda, Nissan, Volvo, Bombardier, and Polaris. In 2010, Chrysler introduced Garmin navigation on
the 2011 Jeep Grand Cherokee and also announced Garmin navigation on their new uConnect Touch system in
partnership with Panasonic, which will launch on select 2011 models. In addition, Garmin continues to sell
poduts ad appliatios to Keood fo udlig ith Keoods OEM poduts. Gai also has relationships
with certain rental car companies including Dollar/Thrifty, Enterprise, Avis, Budget, National, Europcar, Alamo, and
Hertz (Europe). Garmin has also developed promotional relationships with certain automotive dealerships in
certain couties iludig BMW, Southeast Toota, Peske, Mazda, Saa ad Fod. Gais poduts ae also
standard equipment on various models of boats manufactured by Ranger Tugs, Cutwater Boats (a Division of Fluid
Motion, LLC), Bayliner Boats (a division of Brunswick Corporation), Bavaria Yacht, Broom Boats Ltd., Chaparral
Boats, Inc., Andros Boats, Inc., Edgewater Boats, LLC, Bennington Marine, LLC, Cigarette Racing Team, LLC, Cobalt
Boats, LLC, G3 Boats (a division of Yamaha Motor Corp.), Gulf Craft, Inc., Fairline Boats, Ltd. and Regal Marine
Industries, Inc. and are optional equipment on boats manufactured by Tiara Yachts, Inc., Grand Banks Yachts, Ltd.,
Luhrs Corp., Maritimo Offshore Pty Ltd., Mastercraft Boat Company, LLC, Yellowfin Yachts, LLC, Sea Ray
Corporation, Scout Boats, Inc., The Hinckley Company, Hunt Yachts, Inc. and Zodiac Hurricane Technologies, Inc. In
the aiatio aket, Gais aiois ae either standard equipment or options on various models of aircraft built
by Bell Helicopter Textron, Inc., Cessna Aircraft Company, Cirrus Aircraft, DAHER-SOCATA, Diamond Aircraft
Industries, Inc., Embraer SA, Eurocopter, an EADS Company, Hawker Beechcraft Aircraft Company, Piper Aircraft,
Inc., Quest Aircraft Company, and Robinson Helicopter Company.
Competition
The market for navigation, communications and information products is highly competitive. Garmin
believes the principal competitive factors impacting the market for its products are design, functionality, quality
and reliability, customer service, brand, price, time-to-market and availability. Garmin believes that it generally
competes favorably in each of these areas.
Garmin believes that its principal competitors for portable automotive products are TomTom N.V. and
MiTAC Digital Copoatio MiTAC hih distiutes poduts ude the ad aes of Magella, Mio, ad
Navman) and Navigon AG. Garmin believes that its principal competitors for outdoor/fitness product lines are
Magellan, a subsidiary of MiTAC, Lowrance Electronics, I., a susidia of Naio Loae ad Deloe ad
that its principal competitors for fitness products are Nike, Inc., Polar Electro Oy, Suunto Oy, Timex Corp. and
Bryton Corp. For marine chartplotter products, Garmin believes that its principal competitors are Raymarine Inc.
Raaie, Fuuo Eletoi Copa Fuuo, ad Siad ad Loae susidiaies of Naio. Fo