Pioneer Urges 12V Summit

By Amy Gilroy -- TWICE, 1/7/2008

LAS VEGAS — Pioneer is organizing a 12-volt summit to re-invigorate the car stereo industry.

To be held this summer, the two or three-day event will bring together key manufacturers and retailers to discuss ways to "re-energize" the 12-volt industry, said Pioneer marketing and product planning VP Larry Rougas.

"We would like to open a dialog in the community as to how a greater awareness in the public can be managed," he said, noting, "Look at what the milk industry did with 'Got Milk.' That's what we're looking to do here."

Rougas said many industry members have adopted the attitude that it is a "fait accompli" that the consumer is now interested in other consumer electronics products besides the car stereo. "There is so much that we all can do to bring awareness to the public, but for some reason everyone is living in a malaise about the industry," he said, suggesting a "Got Aftermarket" campaign.

A venue for the summit has yet to be announced.

Sales of car stereo's key products have been in decline for several years, according to The NPD Group. In 2007, sales of single-CD players fell 17.4 percent, car speaker sales fell 10.3 percent, amplifiers fell 14.8 percent and mobile video declined 6.9 percent in year-to-date sales through September, said The NPD Group.

Industry members cite many factors for the slump including slicker A/V systems in new cars and a youth market that is fixated on iPods, cellphones, PCs and video games.