Garmin Locates an Audience

“If you get to the Taco Bell, you’ve gone too far”

Before GPS, drivers had to contend with paper maps or a lengthy list of written directions to find their destinations.

Garmin changed that.

In the 90s, Garmin personal navigation devices were a common fixture on many dashboards.

Garmin was a GPS pioneer. The products quickly became a necessity for drivers – offering a powerful new way to get where you wanted to go.

Then came the iPhone.

The launch of the smartphone in 2008 quickly ended Garmin’s corner on the GPS market, with real-time traffic data and on-the-go convenience that was tough to compete with.

At first, Garmin tried to release a bigger, better GPS. But no product could compete with the convenience of navigation embedded right into Apple and Android smartphones.

Recalculating Brand Position

Garmin had to pivot. The brand pushed hard on smartwatches and wearables.

Once again, Apple entered the fray. The Apple Watch threatened to undercut all of Garmin’s efforts.

This time, Garmin was prepared.

Garmin prioritized a differentiated product for a different audience, with superior battery life and advanced training metrics.

Unlike the Apple Watch, Garmin’s wearables weren’t designed for everyone – they were designed for serious athletes.

Today, 70% of marathon runners own a Garmin and track their many different statistics to become the best athlete they can be. Garmin expanded its hardware expertise to include connected data analytics, an app, and even customized training based on athlete statistics.

With these wearable watches, Garmin has been able to find their niche and create a second act worth watching by anticipating the actions of their competitors and being prepared to pivot.