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As GPS Soars, Garmin to Advertise in Super Bowl

Olathe, Kan. — Noting that 2007 is expected to be a year of high growth for personal navigation devices (PNDs), Garmin announced it will air a commercial during the Super Bowl, marking the first time a consumer electronics company specializing in Personal Navigation Devices (PND) has advertised in the Super Bowl.

The 30-second spot will air during the second quarter. Super Bowl XLI will take place Feb. 4 in Miami.

The ad signifies Garmin’s desire to be counted among the world’s most recognizable brands, said Jon Cassat, the company’s director of marketing communications. He added, “The popularity of GPS navigation is expected to continue growing rapidly in 2007, so we felt it was important to further establish Garmin as the market leader in this important and increasingly ubiquitous consumer technology.”

Garmin opened its first retail store in November, also part of its effort to build the brand, it said. The store is located in Chicago.

Sales of PNDs are expected to double this year after nearly tripling in 2006.

Navigation soared last year by 255 percent in units and 128 percent in dollars over 2005, according to The NPD Group, Port Washington, NY. For December specifically, sales jumped 265 percent in units and 128 percent in dollars.