DEI Relaunches Orion, PPI, ADS

By Amy Gilroy On Jan 27 2003 - 8:00am

Directed Electronics (DEI) relaunched the Orion, Precision Power (PPI) and ADS brands at CES after purchasing them 13 months ago.

DEI showed 41 new Orion products, including a 15-inch subwoofer that handles 2,000 watts RMS and the model 2500 amplifier that delivers 2,500 watts at 1 ohm.

Half of the PPI line has been revamped with some of the speakers now featuring a unique asymmetrical design so they mount at an angle for directional sound dispersion.

DEI said it is staying true to the legacy of each brand. "Orion is about SPL, PPI about loudness with sound quality" and ADS remains an ultra high-end line, said Michael Smith, VP/marketing.

DEI also launched a new incentive program giving retailers numerous discounts and rebates when they purchase DEI products in all three of the areas of car audio, car video and security. Any retailers who double their business with the company will receive a 10 percent rebate on top of existing volume discounts.

In addition, the company launched a stolen vehicle recovery product called "directrack" and revamped security lines.