Feature Story:
Two years ago it was hard to sell a wireless charger for the car but now larger 12 volt retailers are taking on the category and some say it could grow to the level of Bluetooth adapters in their heyday.
Now that iPhones as well as Samsung phones are Qi compatible there’s more use for wireless chargers. Second, as car radios begin to ship with Android Auto Wireless and Wireless CarPlay, there’s no need to plug in a smartphone except to charge it. A wireless charging pad or cradle would keep users free of cables but able to charge their phone while streaming to the radio.
VOXX says it expects to re-enter the category in the next 3 months. Scosche says its Magic Mount wireless charging sales should more than double this year.
Wireless chargers could become a profitable add-on to a car radio sales, providing $50 to $150 in profits between hardware and labor.
Mehdi Narimanian of Sound of TriState, DE, says that wireless charging could be as big as Bluetooth adapters were at their peak. “We’re hoping that it could be category by itself one day soon. Overall the aftermarket hasn’t done a good job with cellular cords and accessories..I think these charging cradles will require installation and there are people that will be looking for a better installation; a custom install, not just a cradle. I’m thinking it will be almost like the Bluetooth category.”
He noted that until recently many of the in-home wireless charging pads received poor reviews on the Internet. But Bluetooth had a rocky start in its early days as well.
“Scosche is showing some leadership. They’ve done a good job in that part of the business. A little bit of competition with Scosche would help us sell,” he added.
Custom Sounds, TX with 18 stores said, “We are just now starting a push on this and believe it will be an important new accessory category with nice sized dollars attached,” according to President Mike Cofield. The chain display wireless charging mounts next to the radios. ““We …put our phones on them as we demo,” he said.
“It just recently got on my radar,” said David Wall, CEO of Freeman’s Car Stereo, NC. The chain carries wireless charging pads and is looking to add wireless charging cradles.
“What’s the use of Wireless CarPlay when you have to plug it the phone to charge?” Wall said. “Now with the iPhone 8 and X and the news that Google is turning on a few phone models that can do Wireless Android Auto, you have a choice. We have wireless charging pads in stock and it seems like a natural to build it into one piece in the Magic Mount,” he added.
Avenue Sound, NY is also placing it’s first order for wireless charging cradles.
Al & Ed’s, CA Senior Product Manager John Haynes said, “We will be supporting Qi charging.”
“The time is right,” said Scosche’s Kas Alves. “When we launched…our first 15 watt wireless car charger at CES in 2017 sales were slow and the market just wasn’t ready yet. When Apple launched iPhone 8 and 8 Plus and X at the end of last year, that really solidified the market. You had the two biggest brands capturing more of the audience. Now the market is understanding the need for wireless charging.”
“With all the different wireless technologies available, charging is really the last thing keeping users tethered,” added Scosche’s Kevin Trejo.
