Alden Steifel, president of Crunch and Hifonics, based here, has completed the purchase of parent company Audio Products Inc. (API) from former owner Matt Coleman, who currently owns Escort and Beltronics.
Steifel will continue to run Crunch and Hifonics as CEO and is launching a new brand called Maxxsonics, which will sell low-end to mid-end vehicle security systems, remote engine starter systems as well as car audio starting in the fourth quarter.
Both Steifel and VP sales and marketing Ted Henricks formerly held positions at Avital and Clifford which produce security alarms and remote starters.
“There will be a new direction for Crunch and Hifonics,” said Henricks. “We are going to offer an even wider product array. We will market the brands heavily and we will be much more promotional with the lines. We’re looking at mobile video. We’re looking at head units. We want to expand the brand.”
By the end of the year, Maxxsonics expects to release five remote starters beginning at a suggested retail price of approximately $149 and several new security products starting at $129 and up.
The new security products will each come with two transmitters, one with “iMAC” blue cosmetics, to appeal to female buyers, and one in standard black. The alarms “will be high quality product with OE type wiring and connectors and very compact size,” Henricks said.
The line will also include seven Blackmaxx entry-level amplifiers.
New Crunch products, to debut at CES, include seven Ultra V drive power amplifiers and two lines of subwoofers. Under the Hifonics brand will debut six new power amplifiers and two lines of subwoofers.