11th January 2001

PURE Highway Takes Car Audio Market by Storm


London, UK, 5th February 2009: PURE – the UK’s leading radio manufacturer – announces that Highway, PURE’s in-car DAB adaptor, was the second best selling car audio product overall in 2008*. Sales of Highway transformed the 2008 in-car DAB market by increasing it by over 300% in comparison to 2007**.

Undoubtedly helped by winning the Auto Express 2008 Product of the Year and a 5 star award from What Hi Fi? Sound and Vision magazine, Highway accounted for almost 90% of the in-car DAB audio market by volume and over 70% by value in 2008 and in December those figures increased to over 95% by volume and 90% by value. Highway on its own accounted for almost 3% of volume of the total car audio market in 2008***.

Paul Smith, general manager of PURE says: “”We are delighted that Highway has had such an impact on the car audio market in 2008, and all this through our traditional electrical retail channels and independents, not using any major specialist car accessory retailer. These positive sales show that there is clear consumer demand for DAB in the car and we encourage car manufacturers to offer the technology as standard to meet that demand.””

The PURE Highway is a complete adaptor solution for the car that allows the user to listen to DAB digital radio on the car’s existing FM audio system. It is also possible to connect an iPod or MP3 player and listen to favourite tracks through the car stereo.

Extremely easy to fit, Highway is powered from the cigarette lighter socket and attached to the windscreen with a supplied flexible mount, just like a portable satellite navigation system. A discreet DAB aerial is affixed to the windscreen to supply the DAB signal and Highway then sends the audio to the car’s radio on an FM frequency which is picked up just like a normal radio station.

Highway can even be taken out of the car at the end of a journey and used as a personal DAB radio. There is a stereo output for headphones and two AA batteries (not supplied) give up to six hours of listening on foot.

Other features include ReVu™ to pause and rewind live DAB radio; quickSCAN to automatically skip to the next free FM slot if the FM signal is disrupted; four FM transmit presets for instant tuning and 20 DAB station presets.

Highway is available now at £79.99 (SRP). Please visit www.pure.com or call 0845 1489001 for more information.

*Source: GFK – DAB and analogue combined by volume and value

**Source: GFK – by volume

***Source: GFK

About PURE Digital
PURE Digital is the world’s leading manufacturer of DAB digital radios and the creator of the EVOKE family, the most popular DAB radios in the world. A UK business using UK technology, PURE Digital offers the widest range of award-winning DAB radios. PURE Digital is a division of Imagination Technologies Group plc. See www.pure.com.

Contact PURE Digital:
Vicky Deacon
tel +44 (0)1923 260 511
fax +44 (0)1923 270 188
e-mail: vicky.deacon@pure.com

PURE Digital

Imagination Technologies
Home Park Estate
Kings Langley
Herts WD4 8LZ


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