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Earnings Call: Q1 2015

Apr 29, 2015

Operator

Good day, ladies and gentlemen, welcome to the Garmin Ltd First Quarter 2015 Earnings Conference Call. At this time, all participants are in listen only mode. Later, we'll conduct a question and answer session, instructions will be given at that time. If anyone should require operator assistance, please press star and then zero on your touchtone telephone. As a reminder, this conference call is being recorded. I'd like to introduce your host for today's conference, Kerri Thurston , Director of Investor Relations. Please go ahead.

Kerri Thurston
Director of Investor Relations, Garmin Ltd

Thank you. Good morning, everyone. We'd like to welcome you to Garmin Limited's First Quarter 2015 Earnings Call. Please note that the earnings press release and the related slides are available at Garmin's investor relations site on the internet at www.garmin.com/stock. An archive of the webcast and a related transcript will also be available on our website. This earnings call includes projections and other forward-looking statements regarding Garmin Limited and its business. Any statements regarding our future financial position, revenues, earnings, market shares, product introductions, future demand for our products, and objectives are forward-looking statements. The forward-looking events and circumstances discussed in this earnings call may not occur, actual results could differ materially as a result of risk factors affecting Garmin. Information concerning these risk factors is contained in our Form 10-K, which was filed with the SEC.

Presenting on behalf of Garmin Limited this morning are Cliff Pemble, President and CEO, and Doug Boessen, CFO and Treasurer. At this time, I'll turn the call over to Cliff.

Cliff Pemble
President and CEO, Garmin Ltd

Thank you, Kerri, good morning, everyone. As announced earlier this morning, Garmin reported solid first quarter revenue and margin performance. Consolidated revenue was flat year-over-year in what is typically a seasonally weak quarter. Revenue from aviation, fitness, marine, and outdoor grew 9% on a combined basis. These segments contributed 63% of total revenue and 80% of the operating profit in the first quarter. Gross margin improved year-over-year to 59%, while operating margin came in at 19%. The slight reduction in operating margin from the prior year reflects continued investments in advertising and R&D. The stronger U.S. dollar has created a headwind for most businesses, including ours. We estimate that recent currency movements reduced our revenue by approximately $38 million, operating income was reduced by approximately $11 million.

As everyone can appreciate, these are meaningful amounts that would have otherwise resulted in growth for our business. Please note that our pro forma calculations do not account for these factors, but we wanted to mention it for clarity. Strong margins combined with a lower effective tax rate resulted in $0.55 of pro forma EPS in the quarter, which is flat on a year-over-year basis. We are maintaining the guidance we issued early in the year, as our performance thus far is consistent with our expectations. Doug will discuss our financial results in greater detail in a few minutes, but first I'll walk through a few highlights for each business segment. Beginning with the fitness segment, revenue grew 31% on a year-over-year basis, with strong contributions from activity trackers, multi-sport, and cycling products. We delivered gross and operating margins of 63% and 26%, respectively.

Operating margin was lower on a year-over-year basis, reflecting an increase in R&D and advertising investments during the quarter as planned. As you are aware, the fitness market is highly competitive and thus requires additional R&D investments in order to bring innovations to market faster. In addition, we are deliberately investing in our point-of-sale presence as we roll out new products and prepare the way for our spring advertising campaign. In cycling, we announced the Vector 2 and 2S, our latest pedal-based power solutions. These new Vectors simplify the installation process and deliver advanced cycling metrics that are useful for improving cycling efficiency. Fitness has been an exciting growth driver for our business in recent quarters, and we believe there are more opportunities to capture. We are well positioned with our current product breadth and depth, and we'll continue to invest for future growth and expansion.

Looking at outdoor, revenues declined 10%, which fell short of our expectations as the currency situation disproportionately impacted both fitness and outdoor due to the geographic revenue profile of these segments. Additionally, we experienced some supply constraints which affected our results. Despite these headwinds, gross and operating margins remained strong in the segment at 66% and 31%, respectively, allowing us to deliver operating income growth on lower revenue. Finally, in outdoor, we announced the VIRB X and XE, an all-new family of action cameras. These cameras deliver a unique immersive experience through G-Metrix, which adds insightful context to any video. In addition, our updated VIRB mobile application provides the ability to create, edit, and publish videos on the go. We're excited about the capabilities of these new cameras and believe they offer unique differentiators from which we can grow in the category.

Turning next to aviation, we posted revenue growth of 2% as we faced a more challenging comparable from Q1 2014, when the segment grew 19%. While gross and operating margins remained strong, operating profit declined on a year-over-year basis due to R&D growth supporting future revenue opportunities. During the quarter, we announced enhancements to our ADS-B product offerings. Our current lineup offers the most comprehensive set of solutions across a range of price points and aircraft categories. We believe we are well positioned to capitalize on modernization mandates around the globe, which are rapidly approaching. We continue to support numerous OEM partners in the development and certification of multiple aircraft and helicopter platforms, which will result in future growth opportunities when these platforms reach the market. Looking next at Marine, revenue grew 7% in the quarter, driven by the recent acquisition of Fusion.

Our organic business was relatively flat on a year-over-year basis as we started delivering our new products in the latter part of the quarter. Profitability improved in the first quarter, which resulted in operating income growth of 20% for the segment. While industry activity remains below historical levels, we recognize that innovation is essential to deliver long-term improvements in market share and profitability. We will continue to invest in the category to deliver compelling innovation to the recreational marine market. In our Auto segment, revenues were down 11% in the quarter, with P&D industry volumes declining in line with expectations. On a year-over-year basis, amortized revenue declined, creating a headwind that is not correlated to the underlying business. As we have mentioned before, the segment delivers solid profitability as we continue to experience gains in global market share on the strength of our product portfolio.

As indicated in our February guidance, we expect the market to decline 10%-15% on a global basis during the year. We will focus on growth opportunities in OEM, trucks, RVs, dash cameras, and other specialty automotive products to partially offset lower consumer P&D volumes. Finally, I want to highlight the recent introduction of nüviCam, which is the first P&D to offer advanced alerts such as forward collision and lane departure warnings. nüviCam also includes an integrated dash camera that saves video images whenever a crash or user-initiated event occurs. We are excited to deliver these advanced features to the P&D market, and we anticipate offering similar products to OEM customers in the future. That concludes my remarks for the morning. Doug will now walk us through our Q1 financials in more detail. Doug?

Doug Boessen
CFO and Treasurer, Garmin Ltd

Thanks, Cliff. Good morning, everyone. I'd like to briefly review our financial results, then move to summary comments on the balance sheet and cash flow statement. We posted revenue of $585 million for the quarter, with pro forma net income of $106 million. Pro forma EPS was $0.55 per share, excluding the FX loss. During the quarter, we faced significant exposure to foreign currency fluctuations, which resulted in a revenue headwind of $38 million or 6.5% of revenue. Taking into consideration the offsetting benefits, FX negatively impacted EPS for the quarter by approximately $0.05 or 9% of pro forma EPS. In addition, amortization of deferred revenue is now a year-over-year headwind, negatively impacted revenue by $14 million, pro forma EPS by approximately $0.05. Excluding these headwinds, revenue growth would've been 9%, pro forma EPS growth of 18%.

Gross margin was strong at 59%, a 210 basis point increase from prior year, driven by favorable segment and product mix. Operating margin was 19%, a 150 basis point decrease from the prior year. We will look at operating expenses by category on a later slide. Our effective tax rate decreased to 12.3% in the current quarter, compared to 16.6% in the prior year, due to an improved income mix outlook for 2015 as compared to our outlook at the end of Q1 2014. We still anticipate a full year tax rate of 16%-17%, as the first quarter tax rate was positively impacted by the release of $5 million of tax reserves as a percentage of lower pre-tax income. During the quarter, we shipped over 3 million units, a 22% increase.

Reduced average selling price in the quarter was due to product mix, FX, and reduced contribution from deferred revenue. We do not see any significant price reductions on like-for-like products. We'll look at how our first quarter revenue breaks down by segment. The Auto segment represented 37% of our total Q1 2015 revenue, compared to 42% in Q1 2014. We continue to diversify our revenue base with growth in Fitness, Marine, and Aviation. I'd like to now briefly discuss gross margin, which increased to 59%, as segment and product mix was favorable during the quarter. Looking at year-over-year changes by segment, Outdoor & Marine posted significant improvement with reduced discounting and favorable product mix. Fitness gross margin declined slightly to 63%, but remains strong as the full portfolio of products continue to perform well. Total corporate operating margin was 19%, as operating expense growth outpaced revenue growth.

Excluding the headwinds from FX, amortization of deferred revenue, operating margin would've been flat. We'll look at operating expenses. First quarter operating expenses increased by $22 million or 10%. This is a 360 basis point increase as a percent of sales. Research and development increased $10 million year-over-year and 160 basis points to 18.1% of sales. We continue to invest in innovation and grow our engineering workforce with increasing resources focused primarily on Aviation, Fitness, and Outdoor. Our advertising expense increased $3 million for the prior year quarter, represented 4.7% of sales, 50 basis point increase. Additional spending was focused on Fitness, investments in point-of-sale presence with key retailers to produce long-term revenue results in preparation for the launch of a spring wearables advertising campaign. SG&A was up $9 million compared to the prior quarter, increasing 150 basis points as a percent of sales to 16.9%.

Increased spending was driven primarily by legal costs, IT expenses, and price support costs as our customer base continues to grow rapidly. A few quick highlights on the balance sheet and cash flow statement. We ended the quarter with cash and marketable securities of $2.7 billion. Cash receivable decreased sequentially to $426 million following the holiday quarter. Our inventory balance increased to $470 million as we have built inventory level to support the launch of new product categories in preparation for a seasonally stronger second quarter. We continue to generate strong free cash flow across our business, with $64 million generated during the first quarter of 2015. During the quarter, we paid dividends of $92 million, repurchased $16 million of company stock, with $284 million remaining for purchase through December 2016. This concludes our formal remarks. Ashley, if you open the line for Q&A.

Operator

Thank you. Ladies and gentlemen, if you have a question at this time, please hit star and then one on your touchtone telephone. If your question has been answered, if you wish to remove yourself from the queue, please hit the pound sign. Our first question comes from Simona Jankowski of Goldman Sachs. Your line is open.

Simona Jankowski
Analyst, Goldman Sachs

Yes. Hi. Thank you very much. I wanted to ask you first on any thoughts you might have on plans for sourcing your maps in the event that the HERE business from Nokia is sold to a vertically integrated vendor.

Cliff Pemble
President and CEO, Garmin Ltd

Yes, Simona, I think we have always operated with HERE under long-term contracts. While the process that Nokia has been going through has been rather public, we don't have any concern right now in terms of what our map supply situation will be.

Simona Jankowski
Analyst, Goldman Sachs

The contracts would go with the company?

Cliff Pemble
President and CEO, Garmin Ltd

Yes.

Simona Jankowski
Analyst, Goldman Sachs

Okay. On the fitness business, you commented about an FX impact. Even with that, it seems like it came a little weaker than I think we had expected. Can you just comment on the competitive environment there, specifically to some of the consumer feedback you've had on syncing issues with the mobile app, what actions do you think you can take to address that, and in what timeline?

Cliff Pemble
President and CEO, Garmin Ltd

Well, the market is definitely getting more competitive as some of the major players have or are introducing now their new products for the year. We recognize that definitely the competition is getting more intense. In terms of product feedback, of course, we're very sensitive to that and have been working hard to improve our mobile app and product software in order to be able to be the most robust as possible. I think, though, that this is part of the reality of mobile phones and Bluetooth connections, which are somewhat unreliable, and software has to try to be as robust as possible, but there's still side effects.

Simona Jankowski
Analyst, Goldman Sachs

Do you have any visibility on the timeline to when you might be able to address those concerns?

Cliff Pemble
President and CEO, Garmin Ltd

Well, we've already introduced updates to Garmin Connect Mobile, and I believe it's working much better, and we also have a roadmap to release updates throughout the year as well.

Simona Jankowski
Analyst, Goldman Sachs

Just last quick question from me on the legal expense, which I think was the biggest reason for the increase in SG&A of 10%. What was that related to?

Doug Boessen
CFO and Treasurer, Garmin Ltd

This relates to some lawsuits that we had previously described in the 10-K, but some of those hopefully would come to a trial the next few quarters.

Simona Jankowski
Analyst, Goldman Sachs

Okay. Thank you.

Cliff Pemble
President and CEO, Garmin Ltd

Thank you.

Operator

Thank you. Ladies and gentlemen, as a request, we are asking you to ask two questions per person. Our next question comes from Mark Sue of RBC Capital Markets. Your line is open.

Mark Sue
Analyst, RBC Capital Markets

Thank you. Good morning. I'd like to focus on Garmin's ability to grow operating income, considering that EPS will be mostly flat year-on-year this year. Particularly as we look at the two segments of Outdoor and Fitness, where competition is increasing and you do have more entrants, are we at a point where Garmin needs to spend more in advertising and spend more on point of sale to drive the incremental unit growth? How should we think about the balance between operating margin improvements and your ability to grow earnings?

Cliff Pemble
President and CEO, Garmin Ltd

Yeah, Mark, it's absolutely true that particularly Fitness and somewhat in Outdoor is more competitive. There is a need to invest more in advertising. That's something that you've been seeing us doing over the past few quarters. We increased our investment in Q1 mostly around point of sale material, preparing the way for our new products and also a spring advertising campaign that's coming up.

Mark Sue
Analyst, RBC Capital Markets

Any thoughts on when that might actually start winding down? Is this more of a full throttle push to drive that for the balance of the year?

Cliff Pemble
President and CEO, Garmin Ltd

Well, right now the market is growing rapidly. We're in a mode of gaining market share. We're focused on that at the moment and taking advantage of the growth opportunity that's there.

Mark Sue
Analyst, RBC Capital Markets

Doug, maybe on FX, the volatility is quite high. Any inclination to look at forwards or options or even collars at this point because of the big currency moves? I know the cost of hedging is quite high at the moment, but maybe your thoughts longer term on hedging?

Doug Boessen
CFO and Treasurer, Garmin Ltd

Yeah. With that, we currently do not have intentions to hedge. We have not hedged historically. The foreign currencies will move up and down. At this point in time, we do not have current plans to hedge.

Mark Sue
Analyst, RBC Capital Markets

Okay. Thank you.

Cliff Pemble
President and CEO, Garmin Ltd

Thank you.

Operator

Thank you. Our next question comes from James Faucette of Morgan Stanley. Your line is open.

James Faucette
Analyst, Morgan Stanley

Thank you very much. I wanted to ask a couple of questions. First, from a high-level perspective, I recognize that the first quarter is a seasonally weak quarter, but I'm wondering if you can talk a little bit more broadly about where you're seeing strengths versus potential headwinds as we go through the rest of this year, as you reiterate guidance, the things that you're feeling confident about versus what worries you. I also wanted to touch on specifically the aviation business. I know that you're up against a tough compare versus last year, but how should we think about the growth prospects, and particularly as new platforms continue to grow for the rest of this year and into 2016? Thank you.

Cliff Pemble
President and CEO, Garmin Ltd

Yeah, James, I think right now, in terms of strengths and weaknesses, each of our segments is performing pretty much in line with where we would expect at this moment. It's still very early in the year, only one quarter behind us. Right now, we're not changing any of our outlook in terms of the growth across each of our segments. In terms of aviation, it definitely was weaker this first quarter, but we were up against a 19% growth in Q1 of 2014 when several new platforms hit the market at once. I would expect that the growth should increase as the year goes forward, as new platforms hit the market, particularly the new Cessna Latitude, as well as Cirrus SF50 and the HondaJet.

Operator

Thank you. Our next question comes from Charlie Anderson of Dougherty & Company. Your line is open.

Charlie Anderson
Analyst, Dougherty & Company

Good morning. Thanks for taking my questions. I know it's only been a few weeks, I wonder if you're getting any feedback yet from the retailers in terms of sell-through of your fitness products since the Apple Watch's debut, both on a pre-order basis and now launching.

Cliff Pemble
President and CEO, Garmin Ltd

Well, I would say, just in terms of availability of the Apple Watch, it's only been a few days in limited quantities. At this moment, we don't hear of any or expect any significant change. Our products are positioned differently than the Apple Watch, we appeal to strong active lifestyles.

Charlie Anderson
Analyst, Dougherty & Company

Second question for me is, a number of your competitors in fitness have embraced the optical on-wrist heart rate monitor. You guys have always favored chest worn. I wonder, as you think about product roadmap, do you evolve to that feature, how much more expensive would it be to add it to the device versus this $50 premium that you're adding now for the chest worn?

Cliff Pemble
President and CEO, Garmin Ltd

Well, wrist-based heart rate is definitely a functionality that customers are embracing, it's a differentiator for our competitors. We anticipate we'll close this gap in our product line in the near future.

Charlie Anderson
Analyst, Dougherty & Company

Thanks so much.

Operator

Thank you. Our next question comes from Jeremy David of Citigroup. Your line is open.

Jeremy David
Analyst, Citigroup

Hi, good morning. Thank you for taking my question. Two questions on the next-gen VIRB action camera. First, on timing, your press release today said that shipments will start in Q2, but if I recall correctly, the product announcement referred to a summer launch. Should we think of the VIRB as ramping in Q2 or more in Q3? My second question is going back to the launch of the initial VIRB a year and a half ago. I think one of the issues you had was that not many retailers were interested in carrying the product in their stores. Do you believe that distribution for the next-gen product will be broader than for the initial product, and if so, why would that be the case? Thank you.

Cliff Pemble
President and CEO, Garmin Ltd

I think, Jeremy, in terms of the timing of the product, probably we'll be ramping in the back half of Q2. That's the timing that we're working with right now. In terms of retailer interest in this product, we do see much more interest in this product than our first VIRB. I think the form factor appeals to people. The ability to use the product without a protective case is a differentiator, and people are excited about the new enhancements we've made to our PC software and our mobile applications to be able to edit and publish videos easily. We're getting good feedback, and we would anticipate that we will be able to have better distribution based on the strength of the product features.

Operator

Thank you. Our next question comes from Ben Bollin of Cleveland Research. Your line is open.

Ben Bollin
Analyst, Cleveland Research

Good morning, everyone. Thanks for taking the call.

Cliff Pemble
President and CEO, Garmin Ltd

Morning.

Ben Bollin
Analyst, Cleveland Research

My first question, when you look at the outdoor and the fitness business, you talk to the increased R&D and advertising emphasis you're placing. How sustainable are you anticipating that investment to be? Is that a 2015 event? Is this a more perpetual event? Do you have any thoughts on the associated margin profiles of these businesses in a more normal environment when you're not pushing these expense line items as aggressively? Then I have a follow-up.

Cliff Pemble
President and CEO, Garmin Ltd

Yeah, in terms of the R&D investment and the sustainability of that, the markets right now are very competitive, of course, we have to innovate and bring features to market in order to be competitive and superior in our offerings. Right now, we see the growth opportunities. In terms of the long-term look at that, I think these markets can move up and down very quickly. We would adjust our business and our investment based on the opportunity that's out there. In terms of the margin profile, particularly in fitness, it's definitely true that the ASP of this particular segment is coming down because of the contribution of the activity trackers.

The margin profile will also certainly come down, although we do believe that our mix of products across the range from low-end to high-end will tend to balance, and we'll still have strong margin profiles in fitness going forward.

Ben Bollin
Analyst, Cleveland Research

Looking at the automobile business, how do you feel about the progress and traction you're realizing on the auto OEM front? How well do you feel you're positioned for autonomous vehicles into the future? Thank you.

Cliff Pemble
President and CEO, Garmin Ltd

Well, we've demonstrated consistent progress in our auto OEM business with some high-profile customers like Daimler and Honda. We continue to work closely with multiple target customers on several opportunities that are out there. Of course, giving more color on those opportunities, we're unable to do that at this time because of confidentiality. We view this as a marathon effort and not a sprint, so we continue to be patient and invest. In terms of our positioning around autonomous vehicles, we certainly offer technologies, much like we've introduced recently in our nüviCam, that could serve in those kinds of vehicles. At this point, we don't see ourselves as a driver of vehicles themselves or as the main integrator of that technology.

Operator

Thank you. Our next question comes from Tavis McCourt of Raymond James. Your line is open.

Tavis McCourt
Analyst, Raymond James

Thanks for taking my question. Two of them. First, on the inventory build. Doug, I think you mentioned that was in preparation for, I think your wording was new product category launches. I am trying to get a sense of, are these products that you have announced already or entire new categories? Maybe it is just a definitional issue, obviously, the inventory trend in Q1 is a little different than the historical average. Maybe a little more clarity around that.

Cliff, I have a question on the new nüvi with the integrated forward collision warning and dash cam. Some of the smartphone-based solutions like that have been pretty kludgy, to be honest. Are you comfortable that you are able to provide a good quality of service, especially on the forward collision warning and lane departure, without professional installation? I think that is where the smartphone-based systems run into a bit of an issue. Thanks.

Doug Boessen
CFO and Treasurer, Garmin Ltd

Great. I will take the inventory question. As it relates to the inventory, that relates to already announced products. Basically, we have a lot of the fitness products as well as some of the VIRB we talked about in there that we are building up to make sure that we meet demand in the retailers.

Cliff Pemble
President and CEO, Garmin Ltd

Tavis, with regard to the nüviCam and the collision warning and lane warning type of features, in terms of what I have seen, and I have used the product quite a bit, I feel pretty good about the capability and the performance of the product. We have tested the product versus integrated solutions in vehicles that are offered on the market today. We feel like it compares very favorably. We feel good about our technology. We have invested in optics technology for a while now. It is starting to show up now across our product lines, including products like nüviCam.

Tavis McCourt
Analyst, Raymond James

Okay.

Operator

Thank you. Our next question comes from Will Power of Robert Baird. Your line is open.

Will Power
Analyst, Robert Baird

Great. Thanks. Couple of questions. Maybe just to come back to the fitness operating margin outlook. I think you referenced a spring marketing campaign, obviously, you've got more competition in the marketplace. Should we expect, just to be clear, the operating margins to dip further sequentially in Q2 due to the competitive dynamics? Was a lot of that marketing already spent and reflected in the Q1 margin level?

Cliff Pemble
President and CEO, Garmin Ltd

I think in terms of sequential movement, we would not expect it to dip. We would expect that our revenue profile will be increasing because of gift-buying seasons that are coming up. In terms of year-over-year performance, we do believe it will be lower.

Will Power
Analyst, Robert Baird

Right. Okay. Then a separate question, looking at the buyback in the quarter, somewhat limited. What's the thought process, or I guess just the process generally, to consider accelerating the current buyback authorization or even upsizing it from here?

Doug Boessen
CFO and Treasurer, Garmin Ltd

We previously announced a $300 million authorization in February. Our current plans are to complete that $300 million within that two-year period of time, December 2016. The amount that we purchased in Q1 was just from the time of authorization, it obviously is less than the amount we had last year when we had a full quarter. We can anticipate probably a similar pace as what we've seen in Q1, but making sure that we do complete that authorization within our two-year period of time.

Will Power
Analyst, Robert Baird

Okay. Just, I want to make sure I was clear on the tax rate, which came in lower in the quarter, and some of those one-time impacts there. What's the right tax rate now to use for the full year?

Doug Boessen
CFO and Treasurer, Garmin Ltd

Full year, similar guidance we gave, 16%-17% is a full year rate. What we saw there was in the first quarter, since it's a low-income quarter, the $5 million of tax reserve we had there had a larger percentage on

Will Power
Analyst, Robert Baird

Okay. All right. Thank you all.

Cliff Pemble
President and CEO, Garmin Ltd

Thank you.

Operator

Thank you. Our next question comes from Brad Erickson of Pacific Crest Securities. Your line is open.

Brad Erickson
Analyst, Pacific Crest Securities

Hi. Thanks for taking my questions. Just a few follow-ups from some that have already been asked. First, just around these fitness margins and the incremental or the, I guess, the spending around R&D and advertising you've talked about. Just to be clear, is that incremental relative to kind of previous expectations that were set on the fitness business?

Cliff Pemble
President and CEO, Garmin Ltd

No. In terms of the expectations we set, we are operating according to plan. We feel like our current spending is in line with what we had planned for in our budget.

Brad Erickson
Analyst, Pacific Crest Securities

Got it. That's great. Just in terms of the return of capital, I think historically, you've kind of committed to returning basically all of free cash flow. Can you comment just on yours and your board's appetite to return potentially more than 100% of free cash flow at some point?

Cliff Pemble
President and CEO, Garmin Ltd

I think at this moment, we're comfortable with the level that's being returned. We do have unique limitations around the shareholder structure and control of foreign corporations as well as our capital structure in Switzerland. We feel like the current approach is adequate.

Brad Erickson
Analyst, Pacific Crest Securities

That's great. Thanks.

Cliff Pemble
President and CEO, Garmin Ltd

Thank you.

Operator

Thank you. Our next question comes from Andrew Spinola of Wells Fargo. Your line is open.

Andrew Spinola
Analyst, Wells Fargo

Thank you. You had a nice improvement year-over-year in the auto gross margin, about 120 basis points. I think if you were to account for the FX and the deferred revenue impacts, I estimate maybe over 400 basis points improvement. You referenced in the press release that there was less discounting and more improvement in cost materials, but it seems like a very large improvement, and I'm just wondering if you can help us understand, is this something that's sustainable going forward? Is it maybe more of a Q1 trend because there's less discounting post the holiday with less seasonality? How much of this is sustainable and how much is just a Q1 impact going forward?

Cliff Pemble
President and CEO, Garmin Ltd

I think there's some element of that, this Q1 impact, because we're comparing the discounting that took place in Q1 of 2014 versus 2015, which is probably more seasonal spike. In terms of the cost structure and those other factors, we would see that going forward, we're managing the business for market share and profitability, this is our approach.

Andrew Spinola
Analyst, Wells Fargo

Okay. Thank you.

Cliff Pemble
President and CEO, Garmin Ltd

Thank you.

Operator

Thank you. Our next question comes from Ron Epstein of Bank of America Merrill Lynch. Your line is open.

Kristine Liwag
Analyst, Bank of America Merrill Lynch

Hi, this is actually Kristine Liwag calling in for Ron this morning.

Cliff Pemble
President and CEO, Garmin Ltd

Morning.

Kristine Liwag
Analyst, Bank of America Merrill Lynch

Morning. In your press release, you mentioned that you're now offering an ADS-B piece that provides the most comprehensive line of solutions. Can you provide more details on how your product compares to the competition? Also, can you please quantify the size of the market that you could address?

Cliff Pemble
President and CEO, Garmin Ltd

Yeah. In terms of the breadth of products that we offer, we offer products that can work with portable solutions. We have a product that can work with tablets. We have a product that's fully installed and integrates with our panel mount equipment. We have products that operate through our transponders as opposed through separate 978 MHz UAT transceivers. We just have a broad set of offering that can appeal to almost any aircraft, whether they have Mode S capability or if they're on the lower end in the piston side. Your second question, please?

Kristine Liwag
Analyst, Bank of America Merrill Lynch

Can you quantify the size of the market?

Cliff Pemble
President and CEO, Garmin Ltd

Size of the market is in the hundreds of millions of dollars.

Kristine Liwag
Analyst, Bank of America Merrill Lynch

Great. A separate question. What metrics do you look at internally to measure the brand awareness of Garmin products, and also the effectiveness of your advertising dollars?

Cliff Pemble
President and CEO, Garmin Ltd

I think these are very challenging things to specifically measure, because each kind of approach that you use might yield a different result. We look at search trends and web trends. We look at trends on our websites. We look at trends on major retailers, online retailers, we get a sense out of those types of investigations.

Kristine Liwag
Analyst, Bank of America Merrill Lynch

Can you provide us or give us an idea of where you're tracking right now?

Cliff Pemble
President and CEO, Garmin Ltd

No, we don't have details we can share right now.

Kristine Liwag
Analyst, Bank of America Merrill Lynch

Great. Thank you.

Cliff Pemble
President and CEO, Garmin Ltd

Thank you.

Operator

Thank you. We have a follow-up from Tavis McCourt of Raymond James. Your line is open.

Tavis McCourt
Analyst, Raymond James

Yeah, thanks. Doug, I wonder if you could give us kind of an updated view on what to expect the deferred revenue decline to be on the balance sheet this year.

Doug Boessen
CFO and Treasurer, Garmin Ltd

Pardon me?

Tavis McCourt
Analyst, Raymond James

The decline in deferred revenues or.

Cliff Pemble
President and CEO, Garmin Ltd

Oh, sure.

Tavis McCourt
Analyst, Raymond James

[crosstalk]

Cliff Pemble
President and CEO, Garmin Ltd

Yeah, sorry about that. From that perspective, we anticipate a headwind consistent to what we had probably in the first quarter there.

Tavis McCourt
Analyst, Raymond James

For the full year?

Doug Boessen
CFO and Treasurer, Garmin Ltd

Yes.

Tavis McCourt
Analyst, Raymond James

All of the headwind would be recognized in the first quarter or?

Doug Boessen
CFO and Treasurer, Garmin Ltd

No, no. Consistent type of a headwind.

Tavis McCourt
Analyst, Raymond James

Okay.

Doug Boessen
CFO and Treasurer, Garmin Ltd

Yeah, consistent type of headwind.

Tavis McCourt
Analyst, Raymond James

Cliff, I want to follow up on kind of the automobile question. If I look at revenues and I back out the deferral impact, it looks like revenues were probably down more like 7%, and if I assume some FX exposure, you have pretty close to flat. I'm wondering, if you look at it on that basis, is that something that's sustainable or was there some puts and takes in terms of the year-over-year comp that would make that get a bit worse year progressive? Thanks.

Cliff Pemble
President and CEO, Garmin Ltd

As I mentioned in my comments, Tavis, we were pleased with the underlying business, those other factors didn't really tell the whole story in terms of the strength that we saw. Keep in mind that on a year-over-year basis, last year, we probably had a higher level of inventory in the channel, and thus, shipped more into the channel or less into the channel at that time as we discounted and tried to help our retailers clear it. This year, the channel was cleaner, we had the ability to ship pretty much what retailers wanted. There is some puts and takes along that regard, we do anticipate that the overall market will decline in the 10%-15% range for this year.

Operator

Thank you. I'm not showing any further questions in queue. I'd like to turn the call back over to Kerri Thurston for any further remarks.

Kerri Thurston
Director of Investor Relations, Garmin Ltd

Thanks, Ashley. Thanks, everyone, for joining us this morning, Doug and I will be available throughout the day for follow-up calls as well as on the road over the next three weeks. Thanks.

Operator

Ladies and gentlemen, thank you for participating in today's conference. This concludes today's program. You may all disconnect. Everyone, have a wonderful day.