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Cyber Navi AVIC-VH9000: The removable main unit allows drivers
to bring driving plans prepared on a home PC, information from
the Internet, audio data and more into their cars.
Air Navi AVIC-T10
Annual Report 2008 9
JAPAN
Car Electronics Market in
Japan is a major market for car navigation systems—
total sales account for more than 80% of the country’s
consumer car electronics market. By producing solid
results in the Japanese car navigation systems market,
we aim to enhance the overall profitability of our Car
Electronics business in Japan.
Convergence of Communications and
Navigation Functions
The key for Pioneer to achieve future growth in
this market, where products evolve at a
breathtaking pace, is to continuously provide
new forms of value. We will work to expand our
market share by further fusing communications
and navigation functions.
Specifi cally, based on our proprietary Smart
Loop Concept for sharing knowledge among
users over a network, we will develop systems
that provide even more accurate traffi c and
positioning information by allowing drivers to share
an immense amount of data gathered by linking
car navigation systems over a network. In addition,
we will create services that allow drivers to obtain
a variety of information when needed, such as
weather updates for their destinations and
descriptions of nearby shops and restaurants.
Building on these measures, in the fi eld of
car navigation systems with built-in audio/video
(AV) functions, we will concentrate our efforts not
only on user interfaces and navigation functions,
but also on responding to the emergence of
terrestrial digital broadcasting and enhancing
internal AV functions. These efforts will be made in
line with the respective brand concepts of Cyber
Navi, our top-of-the-line model, and Raku Navi,
which combines functionality with usability. In this
manner, we aim to maintain a leading position in
this fi eld. Turning to the portable navigation devices
fi eld, we launched the new Air Navi AVIC-T10 car
navigation system in June 2008. This revolutionary
product offers sophisticated communications
functions with outstanding basic performance in a
conventional price range for portable navigation
devices. With this product, we will work to capture
new customer segments with the aim of
expanding overall earnings from the consumer car
navigation systems market.
OEM Car Navigation Systems
Initiatives
In the growing OEM business, we aim to expand
business further by winning more orders for a
broader range of models from both automakers
and car dealerships. This will be done by
leveraging our competitiveness in consumer
markets and collective capabilities in AV and
navigation functions. We will also steadily
respond to demanding
customer requirements
while working to enhance
profi tability by reducing
development costs.
* Japan Electronics and Information Technology Industries Association
■ Fixed Navigation
Systems
■ Portable Navigation
Devices
’06 ’07 ’08 ’09 ’10
0
2,000
4,000
6,000
(Thousands of Units)
(Calendar year)
Data: JEITA*
Demand in the Japanese Car Navigation Systems Market