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Strategic Analysis of the North American Sunroof Deflectors Aftermarket
Frost & Sullivan, Jan 2007, Pages: 33
This research service outlines the manufacturer-level market unit shipment and revenue size, average prices, for the base year 2006 and forecasts the opportunity through 2013 for the North American sunroof deflectors. Analysis of market drivers and restraints, distribution channel analyses and market share analyses are also provided.
Market Overview
Changing Sunroof Deflector Market Force Aftermarket Competitors to Adopt New Strategies
The North American sunroof deflector aftermarket is in a state of transition. Older product lines and designs are witnessing a decline in demand, as they are being replaced with new products that include customized design options. The new products offer strong growth potential, especially as they reflect vehicle owners’ changing perceptions of sunroof deflectors as decorative, rather than as utility products. 'In addition, short product life cycles challenge suppliers not only to develop new vehicle applications, but also completely new categories,' according to the analyst of the study. 'To best capitalize on these opportunities, manufacturers must emphasize on being first to market or risk being shut out of the largest sales channels.'
Many vehicle owners purchase sunroof deflectors from the auto dealer when they buy the vehicle. As a result, it is critical for aftermarket competitors to sell sunroof deflectors directly to automakers and/or their franchised dealers. Aftermarket suppliers are at a competitive advantage in the OES channel because their prices are typically much lower than those of tier 1 automotive industry suppliers. Many car and truck dealers, therefore, would rather buy the sunroof wind deflector from an aftermarket manufacturer or distributor.
Cosmetic Appeal Combined with Cheaper Prices of Sunroof Deflectors at Aftermarket Boosts Revenues for Aftermarket Participants
Competition is increasing in the sunroof deflectors aftermarket because of the increased participation of original equipment and tier 1 suppliers, which restrains the sales potential of aftermarket participants. This is because sunroof deflectors are offered to vehicle owners during their automobile purchase at the dealership. However, it is to be noted that these parts are priced higher at the dealership than those available in the traditional aftermarket. In addition, there is a wider array of choices available to consumers in the traditional aftermarket, who install these parts more for decorative purposes.
Sunroof deflectors have witnessed a decline in demand as leading automakers began to include a deflector piece as part of their sunroof assemblies, reducing the need for an aftermarket part. Nonetheless, a growing number of fleet vehicles are now carrying sunroofs, presenting a potential sales opportunity to the aftermarket. 'Anecdotal evidence suggests that some car and truck owners purchase sunroofs deflectors because they appeal to the consumer’s sense of style,' explains the analyst. 'In some cases, the vehicle owner wants to cover the front end of the sunroof for cosmetic reasons.'
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