Tempe, Ariz. - Rockford has shifted the focus of the Lightning Audio car audio brand from mass retail chains to independent dealers, prohibited Internet sales, and eliminated manufacturer's suggested retails, the company announced.
The intent is to help independent dealers improve their profitability and differentiate their lines, the company said.
"Smaller volumes and increased pressure on margins have made it difficult for 12-volt dealers to succeed today," said Lightning director Al Congdon in citing the reasons for the changes.
In mid-2010, Rockford
in several years with the rollout of 23 new amplifiers, speakers and subwoofers, all targeted to consumers looking for value, high-end looks and high performance, the company said at the time.
The Lightning Audio product line includes subwoofers, speakers and amplifiers starting at $49.95, but to give dealers margin opportunity, the products offer what Lightning calls an "enhanced feature and performance set," including dual spiders on woofers, die-cast frames on co-axial speakers, and one-band parametric EQs on the class D mono-block amplifiers. The features are designed to boost performance and deliver higher perceived product value, Lightning said.
Such features, said Congdon, deliver on the brand's "combination of power and features at a reasonable price."