TomTom Sales Way up in November
It was reported today that TomTom edged out Garmin in the US for total GPS units sold in the month of November, behind the TomTom Give Give sales event and a whole lot of Black Friday work to get units on Black Friday circulars. The sales figures exclude WalMart which had rival Garmin’s devices on special for the big sales day.
NPD research indicates that US Market Share for GPS units sold in November was 30.6% for TomTom and 29.3% for Garmin – a reversal of the usual ~50% for Garmin and ~20% for TomTom in the US market. Clearly the $100-off GiveGive sale helped a LOT.
While they claim that TomTom’s US market share is still above 30% for December, my uncertainty is that they blew through inventory and Garmin’s deeper bench of models and inventory will have them come out strong in the final seasonal sales. For instance, at Amazon, the TomTom ONE has been sold out through January since about the first of December, while Garmin units have been on special since then, rotating deals to push different models, in essence following TomTom’s price lead.
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Posted by Scott Martin at December 19, 2007 7:30 AM
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