12-Volt To Launch November Awareness Campaign


Los Angeles - The 12-Volt Awareness Initiative will launch a long awaited awareness campaign for the car stereo aftermarket this November in time for the Christmas selling season and will reveal details in an open Webinar on Oct. 5, said its governing board.

All are invited to participate in the Webinar at 10:00 a.m. PDT, 11:00 a.m. MDT, 12:00 p.m. CDT, and 1:00 p.m. EDT. 

"After many months of collaborative work, we're very pleased to take this strong and proactive step forward to focus ... on stemming the declines in the 12-volt aftermarket business," said Steve Witt, Alpine marketing VP and chairman of the 12-Volt Initiative's governing board.  "The governing board has decided we must take immediate action to trigger consumer interest and increase purchase consideration of our category," he added.

Industry members are encouraged to register for the Webinar and to visit the 12-Volt Initiative Web site.

The 12-Volt Awareness Initiative is the continuation of a movement begun by Ed Sachs, former president of Pioneer Electronics, who called for the industry to come together and reignite the category at the 2008 International CES. 

The governing board for the 12-Volt Awareness Initiative includes:

  • Steve Baldacci, iBiquity;
  • Mike Kahn, Sony;
  • Keith Lehman, Kenwood;
  • Carl Mathews, Crutchfield;
  • Larry Rougas, Pioneer;
  • Adam Thomas, Clarion;
  • Barry Vogel, MERA; and
  • Steve Witt, Alpine.

Jason Oxman and Ellen Savage from the automotive electronics division of CEA provide strategic counsel and support, as have leaders from The Acumen Group, which developed and managed the 12-Volt Awareness Summit.


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