Garmin's product portfolio and India plans

Garmin Corporation is a leading satellite navigation (sat-nav) company with products for automobiles, aviation, marine, outdoors and fitness. Garmin currently holds 41 per cent of the global market share in the sat-nav market, with nearly 60 per cent of the US market and 30 per cent of the European market. 

Garmin was founded by electrical engineers Gary Burell and Min Kao who have worked with the US Federal Aviation Administration. The name comes from the founders’ first names, hence Garmin. 

ZigWheels spoke to Garmin National Sales Director Ali Rizvi and Daniel Chien , incharge, Sales and Marketing (South East Asia),  about the company’s plans for the Indian market.

Q: Could you elaborate on Garmin’s India plans?

A: We are the leader in satellite navigation technology across many markets and would like to maintain that position in India as well. The recently launched nuvi40LM and nuvi50LM are testimony to that ambition, as we are offering not just an affordable product, but user costs are extremely low as well due to life time free map updates. 

Q: Apart from automobile sat-nav devices what about Garmin products in different sectors? And what kind of sales are you looking at for India?

A: Garmin is offering its products across all sectors we deal in including the aviation industry, marine sector, outdoor products and sports products. In fact, 90 per cent of navigation devices used by armies are Garmin devices. From aircrafts to ships to foot soldiers, Garmin devices can send back locations of units to the base camp for monitoring positions and conducting recce operations. 

We are looking at doubling sales on a year-over-year basis. 

Q: Who are your main competitors in the automobile navigation device business?

A: TomTom and MapmyIndia are our primary competitors but our devices are much better built as we manufacturer our devices in-house. Devices are tested for their ability to withstand hot and cold temperatures as well as humidity tests, high frequency vibration tests and impact tests.  

Q: What according to you gives Garmin products the edge?

A: Apart from our stringent quality norms that ensure durable and high quality products, Garmin devices have the cost advantage. Garmin products are value-for-money devices and the lifetime free map update facility makes Garmin sat-nav devices even more appealing. 

Q: What about the mobile phone navigation business?

A: Garmin has its StreetPilot navigation software for iPhones, and we are looking at further developing software for the mobile phone navigation market.

Q: How are the recently launched Garmin nuvi40LM and nuvi50LM suited to the Indian market?

A: The pricing of the nuvi40LM and nuvi50LM at Rs  8,450 and Rs 9,990 respectively, make them appealing in terms of affordability in the Indian market. And the free map update feature that offers four map updates during each quarter of the year makes these products very attractive in the market while keeping users updated with the latest sat-nav maps on the market. 

Q: Are you supplying OEMs with your products?

A: We are currently supplying Honda, Hyundai, Maruti Suzuki, Toyota and Volkswagen with our navigation software. 

Q: Is Garmin considering tie-ups with in-car-entertainment OEMs for creating integrated navigation devices for the aftermarket?

A: Garmin has tied up with Panasonic and Kenwood for manufacturing devices of the type. But we do not want to get into the hardware business in this area as we primarily deal in navigation solutions. 

Q: Do you see a possibility of sat-nav devices becoming standard equipment on Indian cars? How long do you think it would take for that to happen?

A: The idea of sat-nav devices becoming standard equipment on Indian cars is still far flung. Even in markets like Japan where the car market has matured, all drivers do not use sat-nav devices, so in India we do not expect it to happen anytime soon. 

Q: Are you looking at products for premium two-wheelers as well?

A: Garmin has its Zumo sat-nav unit which can be fitted on to motorcycles along with built in Bluetooth and mp3 player which are mated to specially created helmets for makes like Harley-Davidson and BMW. We have not launched the Zumo in India yet but will be talking to Harley-Davidson soon for exploring the feasibility of the product. The Zumo sat-nav kit costs Rs 25,000 and is a premium product for the two-wheeler market in India.

Garmin has also partnered with Trek and Firefox for navigation and outdoor equipment for the bicycle makers. In India, Firefox bicycles can be kitted with Garmin products. 

Q: How have your maps been developed? What is the coverage area?

A: Garmin sources its maps from Nokia’s NAVTEQ. NAVTEQ is a leading map provider and independently updates its maps and releases updates.