While many researchers have emphasized that Japanese car makers’ high end original car navigation devices would not adapt to the global market whose main stream is reasonable generic car navigation devices such as PNDs, they failed to grasp the critical change which is the replacement of maker option devices by dealer option devices, inside the field of the original car navigation devices.
This paper aims to explore the implication of the current shifting of mainstream from the maker option to the dealer option in the market of car maker original car navigation device through the perspectives of dynamic market adaption of the product innovation.
The findings of this study are as follows.
First, currently dealer option car navigation devices have by far outnumbered the maker option car navigation devices in the Japanese original car navigation market. Most Japanese car makers have converted to the dealer option from the maker option in the product strategies in order to introduce market competition mechanism to original car navigation to some degree.
Second, according to the case study of Mark II (X) which is one of the Toyota’s passenger car models, during the process of shifting from the maker option to the dealer option in the original car navigation, we can also find changes. Firstly, the architecture between cars (especially the design of dashboards and center panels) and car navigation devices has been shifted from integration orientation to module orientation. Secondly, the scope of supply network of the original car navigation devices has been expanded.
Finally, this dealer option mode can be positioned between the mode of “interdependent architectures by integrated companies” and the mode of “modular architectures by nonintegrated companies”.

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