Russian navigators lead the market
What's in the shower and wallet
The rise in popularity of domestic products is commented on by Svetlana Zavyalova, manager of the SmartMarketing analytical group:
- The most inspiring fact: devices of domestic companies in popularity dominate over foreign ones. Look, the share of navigators of the famous brand Garmin sold in Russia, which was among the undisputed market leaders 1.5 years ago, has declined. What are the explanations. They began to lag behind the Russians in terms of characteristics and quality of cartography. Also, prices, not quite adequate to the post-crisis purchasing opportunities of our citizens, played their role.
The Russian products are already losing the widely recognized international brand Mio (two years ago it occupied the third place in our market), as well as Navigon (in Europe it is considered one of the strongest).
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Domestic companies have gained superiority, primarily due to the wider product portfolio, adequate prices and the fact that the mentality of our user is most accurately taken into account in the devices.
If in 2010, the top ten manufacturing companies achieved 70.5% of sales, in the first half of the current year it is already 88%. But now, in the Top 10, the vast majority are “Russians”. An analysis of the tactics of all competitors leads to the forecast: the share of Russian brands will still grow.
Take off in the lead
The leader of the list - Prestigio entered the car navigation market two years ago, in 2009. Then the share of the novice was 5-6% of total sales. Now, every fourth satellite orienteer purchased in the country is of this brand.
