VIBE, a popular car amplifier and speaker brand in the UK, is offering direct distribution in the U.S. for the first time.
The company has opened a U.S. office in Arizona. It has also hired Brad Fair as General Manager, who has held in the past executive car audio positions at companies including Soundstream, PowerBass and Blackmore.
VIBE will launch at the Consumer Electronics Show in January three new direct U.S. lines most likely under the Slick, Black Air and Black Death sub-brands.
The good, better, best lines will offer selective distribution and range in price from entry level to high end. Subwoofer street prices will likely range from $79 to $1,200.
VIBE says it is the numbers one top selling car audio brand in the U.K. It will also bring to the U.S. headphone, portable, gaming and some home audio products.
“This is our first time in the U.S. without a master distributor, which will help the pricing and margins greatly,” Fair said.
VIBE said its products are all designed and engineered in the U.K with a unique fit and finish.
“All we need is the right marketing and pricing and they will have a huge impact on our market,” said Fair.
VIBE also hopes to bring a fresh approach to marketing including lifestyle marketing and an emphasis on in-store promotion materials.
Fair expects to offer sponsorships at car show events, the Texas Heat Wave series and Spring Break Nationals. He also expects to guard against discounting of the line on the Internet.
The company has been focusing on building up an International sales network and says it’s now ready to “focus on deploying our brand in the USA,” according to VIBE International Sales Director Jon Knowles.
Car audio distributor Metra Electronics, will continue to carry products from FLI Underground and FLI Acid, which are both VIBE brands.
Source: CEoutlook
