In 1995, different navigation systems were introduced or launched onto the European market by several automobile manufacturers and car radio manufacturers. The market growth forecast depends for the most part on the original equipment fitted by automobile manufacturers at the assembly lines. In this paper, the specifications of different navigation systems will be compared with the requirements placed by the customers.In addition, a close look will be taken to the basically different situation of navigation systems as compared to other electronics in vehicles, i e it is necessary to differentiate between the following two components First, a long-lasting hight-quality navigation unit used as playback system for the software and data available on the market, compared to a personal computer or CD audio player. These end units are distributed by car manufacturers and consumer electronics companies Second, data media with up-to-date, short-lasting and specialized data or software supplied by publishing companies, software distributors or service providers System performance can only be experienced in the interaction between end units and data media. This makes it necessary to link and coordinate product and distribution strategy for the long-lasting end units and the short-lasting data media.It will be shown that navigation systems require a computer-readable digital map which includes all turning restrictions, no-through-traffic regulations and other relevant information for the motorist. This information is stored on a CD-ROM. Such a navigation CD in the TravelPilot standard also includes the corresponding navigation software for the respective navigation component as well as additional, detailed information such as hotels, restaurants, tourist attractions, service centers, etc.Publishers are able to take advantage of the flexible all-in-one structure of the navigation CD and are in a position to offer an extensive, attractive range of navigation CDs within a short period of time travel guides for countries or regions, business guides, holiday guides, golf guides, guides to major cities and their surrounding areas and much more. Because there are frequent changes in the road network and the additional information, these navigation CDs must be replaced by updated versions at regular intervals. A distribution channel for the supply of navigation CDs and the necessary updates has already been set up.The wide variety of navigation CDs in the TravelPilot standard runs on the systems offered or launched by several car manufacturers in the summer of 1995. The suppliers of navigation systems employ the same product strategy as the publishers who offer navigation CDs in the TravelPilot standard. This mutual interdependence will surely lead to the formation of a common standard.