Pure Highway leads car DAB audio market

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PURE, one of the UK’s leading radio manufacturers, which holds a 30% share of the UK DAB portable radio market and approximately 80% of the UK DAB in-car market, has announced that Highway, PURE’s in-car DAB adaptor, was the second best selling car audio product overall in 2008.

Winning the Auto Express 2008 Product of the Year and a five-star award from What Hi Fi? Sound and Vision magazine, helped Highway to secure almost 90% of the in-car DAB audio market by volume and over 70% by value in 2008. In December these figures increased to over 95% by volume and 90% by value. Highway on its own accounted for almost 3% of volume of the total car audio market in 2008 (source: GfK).

To strengthen its product proposition, PURE has recently expanded the range of its accessories, such as chargepacks and iPod docks, as well as prepared a variety of PoS materials which highlight the USPs of PURE’S radios and help with their display. Another recent development is the PUREcare programme designed for PURE dealers which includes enhanced trading terms, training and local advertising support, regular update mailings and newsletters and special launch deals.

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