**The Automotive Electronics Industry Continues to Grow**
The automotive electronics market has become one of the most dynamic sectors in recent years, driven by rising demand for advanced vehicle systems. According to StrategyAnalytics, the market size reached $14.1 billion in 2007, with a modest annual growth rate of around 2-3%. Despite this, it surpassed the desktop computer market in value. The current expansion is primarily fueled by three key areas: car audio systems, portable navigation devices (PNDs), and automotive displays.
**Car Audio Systems Move Toward Integration**
Global semiconductor sales for integrated car audio systems are expected to grow at a compound annual rate of 6.5% between 2005 and 2013. A shift toward centralized, powerful solutions is reshaping the industry, with silicon vendors taking on more system integration roles. This trend is creating winners and losers across both the system and semiconductor levels. Suppliers of basic infotainment systems are no longer dependent on specific car architectures, which could reduce their application sales. Meanwhile, companies in the flash and USB media markets may benefit from OEMs' need to support in-car MP3 playback and replace traditional CD changers. As a result, automakers are seeking chips that combine multiple functions—such as phone connectivity, radio, MP3 playback, and navigation—into a single, efficient solution.
**Portable Navigation Devices (PNDs) Gain Momentum**
PNDs have already proven successful in both handheld and automotive markets, with global semiconductor sales projected to grow at a 38% compound annual rate from 2005 to 2013. Integrated navigation processors will continue to be a major driver of growth for semiconductor suppliers. Although PND sales remain low in key regions like the U.S. and EMEA, the market is expected to exceed $600 million in 2007, up from $380 million in 2006. A significant growth factor is the rise of embedded navigation systems. Sales of wafers used in PNDs by OEMs and after-market suppliers are expected to nearly triple by 2013, increasing from $484 million in 2006 to $1.85 billion.
**China's 999 Alliance Sparks Price War in PND Market**
China’s GPS industry is pushing forward with the 999 alliance, aiming to introduce PNDs priced under RMB 999. Some Taiwanese manufacturers are planning to enter the local market, potentially triggering an early price war. While top-tier brands claim they won’t back down, entry-level models have already dropped below NT$6,000. If mainland products continue to flood the market, the price competition in Taiwan could intensify. Companies like TomTom and Garmin have already entered the market, while Mio and other leading manufacturers are adapting to the new landscape. Despite the pressure, many still emphasize product quality and innovation in software features.
**OCB Technology Emerges in Automotive Displays**
Automotive display semiconductor sales are expected to grow at a 10% compound annual rate from 2005 to 2013, making it a lucrative segment. Among the technologies, OCB (Optically Compensated Bend) LCDs stand out due to their resistance to low temperatures and fast response times. Though slower than VA or IPS technologies, OCB LCDs offer unique advantages in niche applications such as automotive and outdoor displays. Toshiba Matsushita Display Technology (TMD) has been actively developing OCB panels since 2004, incorporating technologies like semi-reverse, black insertion, and LED scanning BLU. These innovations help OCB LCDs maintain performance in extreme conditions, such as sub-zero temperatures, where traditional TN-LCDs struggle.
**Automotive Manufacturing Shifts to Emerging Markets**
The global automotive manufacturing industry is increasingly shifting from traditional markets like Europe, the U.S., and Japan to emerging economies. This shift presents opportunities for countries like Taiwan to expand their automotive supply chains. While these countries may lack advanced technology and capital, they are leveraging low-cost production to gain access to international manufacturing knowledge. At the same time, they are investing in their own automotive industries to maintain independence. Although Taiwan does not yet have a full-scale vehicle export business, companies like Huachuang Automotive are laying the groundwork for future development. With strategic alliances, there is potential for growth, but emerging markets are quickly catching up, posing a challenge for long-term competitiveness.
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