JVC Bows 'Girl Radio' Car Line

LAS VEGAS— JVC announced it is launching the first car stereo head units developed specifically for that elusive segment of the car stereo demographic — women.

JVC is also backing the release of its 'girl radio' line with a marketing partnership with "hip" cosmetics brand Urban Decay.

According to national product and marketing manager Chad Vogelsong, the line will be named after the cosmetics brand and will be supported through ads in women's magazines, POP displays at makeup counters and sweepstakes. Former Baywatch star, Donna D'Errico will be featured in the product's advertising. The units will be available in two faceplate colors initially, blue and green, and will carry a list price of approximately $199. They both offer 45 watt by 4 built in power, preamp outs, detachable faceplates and wireless remote.

Although there is no research available on the specific number of female car audio buyers, Vogelsong notes, "Electronics aren't as taboo to women anymore. She uses the computer and cellphones, so there isn't as strong of an intimidation factor."

Panasonic also began marketing car stereo specifically to women last year but has not developed product specifically for that segment.

In addition, JVC Mobile Audio launched at CES its first car audio line aimed specifically at the independent 12 volt specialist and A/V specialist called Arsenal. It features 6 models with a two-year warranty, MP3, and 4 volt subwoofer out at prices from $139 to $349. The company also showed some of the first amplifiers in car audio to be endorsed by celebrities with the Nikki Sixx and Shaun Palmer series. Nikki Sixx is the founding member of Motley Crue, and Palmer is a world champion snowboarder.