Japanese in-car entertainment (ICE) player has launched its latest product range which integrates the most advanced technology available. In 2011, it had introduced Mixtrax, its own DJ technology, in select models for the 2012 range. Now the advanced version (Mixtrax EZ) is on offer in a wider range of audio and video receivers.
The ICE market has seen a shift from once-popular CD and MP3 players to more convenient and tech-laden music players compatible with USB, AUX and smartphones. Hence, Pioneer has introduced a new feature to the 2013 line-up, the Advance App Mode for the Audio Visual (AV) receivers. This feature allows users to control the applications from a compatible iPhone through the head-unit touch-screen and make use of applications such as Google maps, social media, emails, travel and navigation, Mixtrax, YouTube, Calendar and browse photographs from an external device.
“India’s ICE market has evolved with time to its optimum state. Our new range of products is another step forward in aligning the Indian market with our success in global market. India is one of our key focus areas in our current business plan along with Brazil and China,” said Tatsuo Takeuchi, MD, Pioneer Corporation.
Recognising market trends and using customer feedback, Pioneer has also launched double-DIN CD receivers and external digital media receivers at a more affordable price. Moreover, the 2013 head unit line-up gets appealing displays and wider range of Bluetooth compatible models. The company has also come up with a unique anti-dust design in all its newly launched head-units. The new feature makes use of an efficient heat dissipation system to optimise the airflow and reduce the entry of dust, which is common in India.
The Bullet range
Apart from head-units and AV receivers, Pioneer has also introduced a new line-up of speakers, called Bullet. These speakers, priced from Rs 2,990 through to Rs 12,490, feature high sensitivity, high power handling, light weight and a rigid titanium diaphragm, a larger magnet and aluminium die-cast chassis.
Toshiyuki Shindo, MD, Pioneer India Electronics, said: “Our aim is to innovate and design our products to cater to the changing and evolving needs of Indian customers.”
INTERVIEW WITH PIONEER INDIA'S GAURAV KULSHRESTHA, MANAGER (MARKETING), PIONEER INDIA ELECTRONICS
What is Pioneer’s sales forecast for this year?
We are anticipating 16 percent growth this year, which is less than the previous year. This drop can be attributed to the slow movement in new car sales. Each year, we have an anticipated growth target of 20 percent. In 2010, we had 121 percent growth while in 2011 we saw a steady 20 percent growth.
What was the reason for the massive growth in 2010?
In that year we had established a new Indian subsidy and had charted out completely new product planning. India-specific products were developed were focused towards meeting our customer needs.
Any plans for tie-ups with OEMs in India?
There are a number of projects being triggered from Japan directly rather than the Indian-arm working independently. So Pioneer is working out with various Japanese car manufacturers for India.
Who are these carmakers?
The development is at a very nascent stage right now. We are seriously working with some of the carmakers and we will see some good developments soon.
Is Pioneer supplying its products directly to any carmakers in India?
We are working through a channel called OES, which means if a car is being sold and customers want to purchase in-car entertainment system from the dealers, then they have an option of fitting Pioneer music systems. As far as the online fitment is concerned, it will still take time. Maybe, 12-13 months more.
What’s new in the product pipeline apart from the 2013 line-up?
We feel the in-dash utility of any product is very important. So if the product can gel well with a car’s dashboard and offers good sound quality and features, then it becomes very important for us to work towards that. So that is why our products offer customised colours to suit the instrument cluster. We are getting deeper into this aspect and working towards offering more features.
We are also looking at smartphone integration in the next phase.
DEVESH SHOBHA