Revamped Automotive Unit Lets Panasonic Meet Global Demand

摘要

Matsushita Electric Industrial Co., Ltd.'s Panasonic Automotive Systems Co. is revving up global promotional activities for its three main product groups: car audio, car theater, and car navigation systems. In the first half of this fiscal year, the company has been successful in marketing its car theater-related products. Sales of its car audio products, however, suffered a slump as unit prices continue to fall drastically. Panasonic's share in the U.S. market has declined slightly, but business in the five key European nations remain robust. Its shares in Canada and Russia are growing rapidly: It captured more than 14 percent of the market in both countries in the second quarter of the year. "Judging from Panasonic's technical, brand, and marketing power, the company's position in the aftermarket business for automotive audio and video (A/V) systems is not at all satisfactory," says Yoshihiro Hamada, Managing Director for the Consumer Automotive Systems Marketing & Sales Division, Panasonic Automotive Systems Company. "Our car audio market shares overseas are particularly low compared to other Panasonic A/V products," he adds. Hamada says the company aims to become one of the top three manufacturers.