We analyzed the technology portfolio matrix for the car navigation technology using QFD method and accordingly suggested the navigation technology development direction. QFD is a useful tool to analyze the customer demands and the technologies. Depending on the survey results from the latent customers and the technology capabilities from the study of the national institutions, we suggested technology portfolio matrix. The visual HMI technology, safe driving support technology, and the navigator information management technology are the most prospective area for R&D investment according to the portfolio matrix.