Bumping up the Sound: Car Audio Aftermarket, Part II
In a previous post we explored major shifts in the audio aftermarket that have occurred in recent years. Namely, how music appreciation has morphed into a growing demand for smartphone integration. Here, we unpack this development further and ask what the audio aftermarket will consist of in the future.
A Brave New World
As technology continues to progress, leased and shared vehicle programs grow, and driverless autonomy influences market trends, where does this leave the future of aftermarket audio? It’s hard to make confident predictions in such a mutable segment, but it’s safe to say that increased connectivity will continue to be a goal of innovators. Improvements in connection between vehicles and larger infrastructures is already being seen in many new models. Not only in how they connect to things like the internet and GPS satellites, but also in their ability to report system failures or maintenance requirements back to companies. As well as track the speed and hours of truckers, or report locations of service vehicles. Mercedes-Benz Vans’ new Sprinter model is a great example, as the company sees it as their foray into a new territory of optimum integration and mobility solutions. Offering state-of-the-art on-board technology, it comes equipped with a digital service consumers can expect to see more of in other models—an AI virtual assistant.
The emergence of virtual assistant devices like Alexa, Siri, and the pretty lamely named Google Assistant, has generated a massive interest in the potential applications of such technology. Why check things like tire pressure, fuel, washer fluid, and oil levels before a long trip when a computer can assess, diagnose, and report it all for you?
“Transformative technologies are changing how cars are designed, developed, customized, sold, serviced, shared, and owned. We are witnessing one of the most fundamental shifts in the history of the automotive industry,” said John Waraniak, SEMA VP of Vehicle Technology in a SEMA news article.
As drivers begin to see their vehicles less as modes of transportation and more as a form of media consumption or a connectivity hub, the industry will change and new competitors will emerge, Waraniak explained. Drivers will become less focused on driving. And so, infotainment devices and connectivity between vehicles will grow. Additionally, on-demand mobility services through smartphones will emerge as environmental regulations and technological advancements change the transport sector, particularly in dense urban areas.
Adapt or Perish in the Audio Aftermarket
Yes, an autonomous future of electrically-powered and smartphone-driven vehicles seems to be completely antithetical to the very existence of an automotive industry. But at the end of the day, people still need to get from point A to point B. And what’s more, they want to do it with style, comfort, and speed. Even as the industry changes, perhaps into something drastically different from its roots, it will still be an industry. There will be those who build and those who improve. The trick is to roll with the tide.
Building a strong team and showcasing their expertise, rather than products, has proven time and again to be a surefire avenue to success. Embracing new technology and techniques through continued education and training, finding new ways to market services, and streamlining offerings are all methods that aftermarket professionals make use of, and will continue to improve, in order to serve their customers.
If there’s anything the last few years have proven, it’s that niche can be incredibly profitable. As technology makes it easier to target specific audiences, the audio aftermarket will always find an area in which to innovate. Whether it be creating studio-quality sound in an SUV or pioneering voice-activated hands-free dash cams for off-road enthusiasts, there will always be a market.
