Pioneer 2008 Annual Report Download - page 13

Download and view the complete annual report

Please find page 13 of the 2008 Pioneer annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 72

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72

Annual Report 2008 11
EUROPE
Car Electronics Markets in
Pioneer products on display at a car dealership Car navigation system for Russia
0
10,000
20,000
30,000
(Thousands of Units)
’06 ’07 ’09’08 ’10
Demand in the European Car Navigation Systems Markets
In Europe, Pioneer is actively strengthening initiatives
for establishing sales channels to capture a greater
share of the car navigation systems market, and for
expanding business in Russia and Eastern Europe,
where future growth is expected.
Measures for Establishing New Sales
Channels
The European portable navigation devices market
has grown faster than in North America, driven by
demand spurred by falling prices and a market
characterized by the popularity of small cars.
However, because we believe that it is crucial to
differentiate our products by offering customer
value propositions for enhancing car passenger
cabins, in addition to basic navigation
performance, as the portable navigation devices
market matures, we are concentrating on
enhancing car navigation systems with built-in
AV functions.
Additionally, Pioneer is bolstering dealer option
sales, where car dealerships offer car navigation
systems as options to customers buying new cars.
Pioneer is working to respond to the needs of car
dealerships by, for example, introducing car
navigation systems with enhanced customization
features for displaying the automaker’s logo when
starting up systems and showing the location of its
affi liated repair network on navigation maps.
Going forward, we will strive to reinforce existing
partnerships with car accessories retailers, while
growing sales at car dealerships, with the aim of
expanding business and maintaining profi tability.
An Expanding Russian Market
Russia has been experiencing rapid economic
growth as an oil-producing nation, and
consumers are enjoying strong purchasing
power. The country is expected to enter a period
of full-scale motorization, raising hopes for steady
expansion in its car audio product market and for
growth in its car navigation systems market as
coverage of digital map data increases. Pioneer’s
products have always enjoyed extremely strong
customer support in Russia. By strengthening
operations through its sales subsidiary in
Moscow, Pioneer plans to steadily increase its
market share by catering to local demand. In
Eastern Europe and Turkey, which have strong
growth potential, Pioneer is working to expand
its business through its European regional
headquarters in Belgium.
Data: JEITA
■ Fixed Navigation
Systems
■ Portable Navigation
Devices
(Calendar year)