Pioneer, a prominent Japanese digital entertainment company known for its strong presence in India’s in-vehicle entertainment aftermarket, is now targeting direct-OEM (Original Equipment Manufacturer) supplies. The company, which has built a reputation through its extensive range of head units and high-performance speakers available through over 3,000 dealers in India, sees a new opportunity in the rapidly evolving passenger vehicle market.
As India’s car market shifts towards more premium models, there has been a growing demand for factory-installed, branded infotainment and audio systems. Automakers like Tata Motors, Mahindra & Mahindra, and Hyundai-Kia have responded by offering integrated infotainment systems from well-known brands such as Harman, Sony, and Bose, enhancing the in-car experience for customers.
In response to these market trends, Pioneer is now looking to enter the direct-OE supply space, particularly focusing on the electric vehicle (EV) sector. The company is currently in discussions with several OEMs to explore opportunities.
“We are developing sound products for EV applications, and since we already supply these solutions to OEMs outside India, it’s a natural step for us to begin OE supplies in India as well,” said Aniket Kulkarni, Managing Director of Pioneer India, in an interview with Autocar Professional.
Kulkarni also mentioned that Pioneer has established relationships with Japanese automakers like Toyota, Suzuki, and Honda in other markets. “While there is no specific mandate, it’s likely that a Japanese OEM could be our first breakthrough for direct-OE supplies in India,” he added.
Pioneer is Aiming for a Strong Presence in Dashboard Cameras
On August 27, Pioneer launched its range of dashboard cameras in India’s aftermarket, responding to the increasing demand for these safety-enhancing car accessories. “The dashboard camera market has been growing at a double-digit rate in recent years, and we aim to capture a similar market share within a year,” Kulkarni noted.
Pioneer’s dashboard cameras, designed exclusively for the aftermarket, will be distributed through its 30 distributors and sold in over 3,000 dealerships across India. Additionally, these products will be available directly to consumers through e-commerce platforms like Amazon and Flipkart. The company is also negotiating with several OEMs to have its dashboard cameras approved as genuine accessories.
Although Pioneer has been slow to enter the OEM supply market in India, it is now making significant efforts to establish itself in this segment. “Since we began operations in India in 2008, our primary focus has been on the aftermarket. However, we now see direct-OE supply as a key growth area,” Kulkarni explained.
While no specific programs are currently active, Pioneer is engaged in ongoing discussions with OEMs. “Branded audio deals typically take time to finalize, but we are committed to this strategy. Although it’s early in the process, and we don’t expect any programs to go live in the next 2-3 quarters, we are moving forward with our plans,” Kulkarni concluded.
