Xplod, Sony’s sub-brand for car audio in the U.S. is gradually being relegated for use with subwoofers and amps, but most Sony head units will soon bear the Sony name.
Xplod was launched at a time when SPL and loud boom boom car stereos were king, but Sony is now shifting its strategy back to high tech car audio and it believes the Sony name is more reflective of high technology, said Mike Kahn, director of Alpha Camera Systems and Mobile Music Business Units.
Sony first dropped the Xplod name on the DSX-S100 receiver about a year ago but still used the name in its single CD lineup.
“On the higher ASP [average selling priced] mobile electronics, we’ve started dropping off the Xplod name…the more sophisticated electronics will be branded Sony. We will still keep the Xplod brand on the head units for Walmart,” said Kahn explaining, “We did some testing and that brand resonated well with people looking to buy car stereo equipment at Walmart. They have unique models.”
Update/clarification from Sony: “Sony branding has always been on all of our car audio products, in addition to the Xplod brand. ”