Long Beach, Calif. - Kenwood will join the new Mobile Electronics Specialists of America (MESA) group as the group's first full-line vendor partner.

Last month, mobile amplifier and speaker supplier JL Audio announced that it would be the group's first vendor partner.

The group was launched in November to provide volume discounts on advertising and promotion programs as well as other benefits to promote the car electronics aftermarket. It hopes to attract 50 car audio retailers and additional vendor partners.

Dave Hoag, Kenwood consumer electronics sales director, praised the "operational experience of the key MESA members" and said "the promotional capabilities of MESA will rive much-needed awareness to the mobile electronics category."

MESA president Mike Cofield is also president of 13-store Custom Sounds, Austin, Texas. Other MESA members include Stereo King, Portland, Ore.; Car Fi, Springfield, Miss.; The Specialists, Tucson, Ariz.; and Sound of Tri State, Claymont, Del.