Directed Launches Viper Window Tinting

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Directed Electronics is branching into window tinting with a line of Viper window film that will receive a hard launch at the Consumer Electronics Show in January.

Last week the car electronics company soft launched its new Viper window film though a handful of retailers that were introduced to the new product at the SEMA show.

“It’s a category we’ve been looking at for a long time…a large percentage of our existing distribution does window tinting,” said Directed Electronics president Kevin Duffy.

The aim is to bring the clout of the Viper brand to window tinting, especially now that Viper has received over 600 million impressions from the release of the Viper SmartStart that can remote start your car from a smartphone.

“What we’re trying to bring to the market is the branding to drive demand, and the training and merchandising that we think will increase the size of the market,” added Duffy. Directed is also seeking to become more important to car electronics specialists, many of whom offer window tinting as a side business.

Viper will offer three versions of window film: Viper Ultra, which is the basic line; Viper Security, which is a stronger film that protects the window from breakage and theft; and Viper Ceramic which offers high heat rejection and which comes in a clear version so that you don’t have to see the film. Pricing is expected to fall in the range of $200, $300 and $400, respectively.

The line is non-metallic so it won’t interfere with an RF remote, or remote start or Bluetooth system.

Source: CEoutlook (exclusive)

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