Metra, known for its car AV kits, is entering the OEM car radio replacement market and it hopes to the sell the radios through car electronics specialists.
At CES, Metra will show a line of almost 30 AV/navigation radios designed to replace the radios in specific vehicles. Features include navigation, Bluetooth and iPod capability at prices from $799 to $999.
Expansion into OE replacement radios is a natural extension of its business, Metra said, since it already supplies car radio kits that include electronics parts required for specific cars.
The company also already sells to about 4,000 specialists and will target the line at these dealers.
Metra is also in the position to ship radios–called Direct FIT– with all necessary kits and harnesses bundled in one box, it said.
Under its Axxess line, Metra will also introduce 2 kits to add steering wheel controls to car radios.
Source: Metra Electronics