Navman announces cashback despite its GM’s price concerns

By Patrick Avenell

SYDNEY: Satellite navigation specialists Navman has announced a cashback and free map upgrade promotion on a number of selected GPS models.

The promotion is for consumers of Navman’s S-series of products, with the supplier offering a $50 cashback, via redemption, on three models bought between 1 August and 7 October 2008. The models are the Navman S50, S80 and S90i.

Additionally, Navman is offering free map upgrades for customers who purchase these models.

This promotion has been designed to increase sales of Navman products in the lead-up to Father’s Day. The company is confident this strategy will work, with the release proclaiming that “Retailers of Navman…are set to get a boost”.

Interestingly, this cashback scheme comes only a month after Navman general manager Marcus Fry was quoted in Appliance Retailer bemoaning the ongoing price war in the satellite navigation category.

“We saw one of our main competitors drop, where we had expected by $50 at retail, and we’d budgeted for that, they actually dropped $100 and that’s caused what we’ve seen now – where we’re at a price point we actually didn’t need to be at,” said Fry.

Taking a more blithe view of this is Navman marketing manager Wendy Hammond.

“With this offer the customers are the winners,” said Hammond. “We’ve simplified the redemption process too – all valid claims for the $50 cash-back will be automatically sent the latest map upgrade for free by the end of December 2008 unless they opt out of this”. (sic)

The Navman S-series feature a 4.3-inch touch screen, a mileage reporter, hands-free calling, and speed and red light camera alerts. The S80 and S90i both include text-to-speech, and the S90i comes with a two megapixel camera.

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