Stage Initiative and FitGuide Provide a Clear Rank to Products

LAS VEGAS - CES BOOTH #1001 (January 6, 2010) - Today at the 2010 International Consumer Electronics Show, Pioneer Electronics (USA) Inc. debuts a consumer-friendly marketing strategy to clearly identify and promote its complete line of in-vehicle entertainment and navigation products.  The "Stage" strategy will categorize Pioneer's mobile products into four distinct levels, providing a simple way for consumers to determine which products best fit their needs.  Live from the show floor, Pioneer will also launch its new interactive FitGuide on pioneerfitguide.com, a tool designed to aid consumers in designing a system of Pioneer in-vehicle products that provide the features they want, fit their specific vehicle, and help them find a qualified Pioneer retailer.

"The Stage marketing strategy demonstrates Pioneer's continued focus on creating innovative ways to enhance the product research and shopping experience, whether it's an in-store visit or an online purchase.  This new program should make it very easy for our customers to understand the broad range of in-vehicle products we offer, from the upgrade buyer to the most demanding audiophile" said Ted Cardenas, director of marketing for the mobile business group of Pioneer Electronics (USA) Inc.

The Stage marketing strategy introduces four levels that consist of products across Pioneer's entire portfolio of in-car products; navigation systems, audio/video receivers, single CD players, amplifiers, speakers, and subwoofers.  The products in each Stage are grouped together based on technology, features, performance and price. 

• Stage 1 features entry-level products for the consumer who is seeking to upgrade their original manufacturer (OEM) system. Stage 1 products provide features and performance a step above the original equipment offered through a variety of single CD players with iPod connectivity and TS-G line of two-way speakers.

• Stage 2 is for consumers who want more advanced features, higher performance, and better sound quality for their vehicle. Add-on navigation options are introduced in Stage 2, as well as audio/video receivers, single CD players with Bluetooth and HD Radio options, amplifiers, the TS-A line of component and full-range speakers and conventional and shallow mount subwoofers.

• Stage 3 is targeted toward the automotive enthusiast consumer - those consumers who consider their vehicle as much a part of their lifestyle as their source of transportation. Stage 3 offerings include advanced in-dash navigation systems, large screen audio/video receivers, high-efficiency digital amplifiers, the high performance TS-D line of component and full-range speakers and a variety of high-output conventional and shallow mount subwoofers.

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Pioneer 2010 Marketing Campaign / pg. 2

• Stage 4 exemplifies Pioneer's audio heritage with the 2010 introduction of an exclusive, ultra performance line of audio products. The Stage 4 products are designed purely for car audio and music enthusiasts who value the highest sound quality and performance possible. The Stage 4 line of products consist of the DEX-P99RS reference single CD / digital media player, five high-performance amplifiers, the new 2010 PRS series of component speaker systems and PRS subwoofers. All Stage 4 products are engineered and manufactured using advanced materials and innovative technologies with the goal of reproducing the ultimate in-vehicle listening experience.

The new product organization will assist consumers in differentiating between models within each category, as well as help match compatible products across categories.  Additionally, Pioneer authorized retailers will be provided with promotional materials and literature to supplement the Stage marketing initiative. 

Fit Guide

The new interactive FitGuide brings the Stage marketing strategy to life, recommending four Stage systems based on the vehicle make, model, and year information provided by the consumer. 

Consumers will also be able to virtually build, component-by-component, their ideal "custom" system, quickly and easily sorting through the expansive selection of Pioneer in-vehicle products and filtering only those which provide the features, performance, and price they are looking for.

The FitGuide will also utilize Pioneer's new FitFotos collection which showcases actual installation photos from authorized retailers.  Shoppers will be able to view professional installation capabilities of retailers to provide a visual idea of how products fit in different vehicles.  Once an ideal system is created a summary sheet can be printed and taken to their local dealer.  

Pioneer's Mobile Business Group is known for offering the kind of in-car products that make driving more enjoyable by offering high quality audio and video, seamless connectivity and ease-of-use.  Its focus is on the development of new digital technologies including audio video, navigation and satellite radio, while maintaining its strong heritage in products for car audio enthusiasts and sound competitors.

Pioneer Electronics (USA) Inc. is headquartered in Long Beach, Calif., and its U.S. Web address is www.pioneerelectronics.com.  Its parent company, Pioneer Corporation, is a leader in optical disc technology and a preeminent manufacturer of high-performance audio, video and computer equipment for the home, car and business markets.  The company focuses on three core business domains including Blu-ray Disc and DVD, navigation and Digital Network Entertainment^TM.

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