Lightning Goes Select Distrib.

Rockford Corp.’s Lightning Audio brand has reversed its distribution strategy, and is no longer selling to mass merchants. Instead Lightning Audio is now a select distribution brand that hopes to sell through about 200 car audio specialists by the end of this year. It is also launching a new line of car amplifiers and speakers this month aimed at the new dealer base.
Lightning said its dealers were requesting a quality line that wasn’t “plastered all over the Internet,” said marketing director David Slepak.
The 23 new products were redesigned so that amplifiers have compact chasses with higher power and all full range speakers have cast baskets and rubber surrounds.
Ten amplifiers start at $150 and seven full range speakers including coaxials and components start at $50. Subwoofers start at $80 and two loaded enclosures start at $200. The company will also launch a 5-channel amplifier line.
Source: Rockford Fosgate
Photo: LA-1600MD