In a fiercely competitive environment, quality is a key factor that enables dashboard camera makers to maintain their competitive advantage. Quality affects consumer satisfaction, brand loyalty, and firm performance. Therefore, to remain competitive, it is important that manufacturers maintain product quality that meets consumer expectations. To this end, it is necessary to investigate customer preferences and product performance in terms of product quality and to properly allocate resources to improve the quality level such that the firm can maintain a competitive advantage. In this paper, we proposed the various ways in which manufacturing firms can determine which quality dimensions need improvement in order to secure competitiveness. To this end, we analyzed a case study of Urive to develop a quality improvement strategy through importance performance competitor analysis (IPCA). Urive's IPCA results showed that 14 quality dimensions, namely performance, size, price, ease of use, country of origin, manufacturer, brand, product certificate, warranty, distribution channel, market share, reliability, durability, and conformance, were not absolutely competitive compared with those of Mando, Inavi, and Finevu. In terms of color, Urive had an absolute competitive advantage over Mando, but not Inavi and Finevu. Urive's appearance was more competitive than Mando's, but not Inavi's and Finevu's. In terms of advertisement and serviceability, Urive was absolutely less competitive than Mando and Inavi, but had a competitive advantage over Finevu. Therefore, it is necessary to put resources and time as the first priority for performance, reliability, and durability, which have a large performance difference in common among the three brands. The quality dimensions in which resources and time need to be put in second place are price and ease of use, which have a large performance difference in common among the two brands.