In-Car Refrigeration Solutions: Competitive Analysis (North America), 2009
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Cars are getting smaller. And people are spending more time in them. That makes luxury and convenience more important than
ever.
An overlooked growth opportunity may be found with in-car refrigeration.
Automakers have struggled for years to develop refrigerated storage consoles to keep food and drinks cool during travel. It
presents a number of design and cost challenges. Until recently, only ultra-premium luxury brands such as Rolls Royce, Maybach
and Bentley offered owners a fully refrigerated, electrically charged mini-bar in the vehicle. Ford now has a refrigerator
option available on the 2009 Flex; it actually runs off the vehicle's compressor, making it among the first mass-market vehicles
to offer such an advanced solution.
However, aftermarket suppliers can provide the benefits of in-car refrigeration at a fraction of the cost. Using inexpensive
thermoelectric cooling technology powered by the vehicle's 12-volt system, consumers can purchase plug-in coolers, seat cushions
and cup holders to enhance their comfort. Such features will become increasingly common as dealer options and accessories
in future model years. As an example, vehicle owners can carry thermoelectric coolers into their homes to load and unload them for picnics. Cool-or-Heat
LLC of Arizona has introduced a thermoelectric cushion that heats or cools the vehicle's seats, earning Frost & Sullivan's
2007 Product Innovation of the Year Award. Leading parts retailers sell few such accessories in the aftermarket, allowing
mass merchants and other non-automotive retailers to capture these sales.
Chrysler made in-vehicle refrigeration a key selling point for the 2007 Dodge Caliber, which in television ads featured an
air-conditioned beverage cooler inside the glove box. However, it does not offer the cooling capabilities of a complete refrigeration
system.
Some vehicle owners do not want an original equipment solution because it takes up space that could be utilized for other
storage needs. In essence, consumers do not want a console that can only be used for refrigeration. Considering potential
warranty claims and the comparatively low cost of aftermarket accessories, many automakers are unwilling to invest in refrigeration.
As a result, thermoelectric cooling offers the best compromise between separate, compressor-based refrigeration systems and
the limitations of air-conditioning systems. The automotive aftermarket is best positioned to meet consumers' vehicle refrigeration
needs, based on the convenience and cost advantages it can provide.
Stephen Spivey is a Senior Industry Analyst for Frost & Sullivan's Automotive & Transportation research practice. He focuses
on monitoring and analyzing emerging trends, technologies and market behavior in the automotive aftermarket in the United
States and Canada.
FEATURED products
1 A/C compressor
Visionaire, Inc. releases the Model 3110 air conditioner condenser with an internal hydraulic compressor drive. The standard compressor drive
requires a hydraulic flow of 8 GPM at 1,200 to 1,500 psi, but a variety of motor displacements and flow controls can be specified
for constant pressure or load sense applications. Visit http://www.visionaire-inc.com/.
2 A/C lubricant
Four Seasons has added a new A/C system lubricant — that provides protection and anti-wear agents — for hybrid vehicles to its line of
climate control products. The refrigerant oil is designed to keep voltage from leaking to the compressor case. Visit http://www.4s.com/.
