Audio Motive Imports and distributes high-performance audio systems for the mobile, professional, and home theater audio market in Southern Africa. Our mobile audio products are sold primarily through independent specialist stockist and fitment centers throughout Southern Africa. Providing an unchallenged standard to the mobile audio aftermarket consumers who want to improve the audio systems in their cars, trucks, boats, and airplanes, etc. We market our mobile audio products under the Rockford Fosgate, Lightning Audio, MB Quart and AudioControl brand names, selling products that include digital and analog amplifiers, speakers, source units, CD changers, processors and accessories. Based on dollar sales in the USA for 2001 and 2002, ROFO, supplier to the RF, LA and MBQ brands, ranked first for market share for mobile audio amplifiers and second for mobile audio speakers. We sell professional audio products under the Hafler, MB Quart and AudioControl brands. We also sell home audio and home theater products under the MB Quart, Fosgate Audionics and AudioControl brands.
We believe our ability to deliver innovative and technologically advanced products appeals to our consumers' desires for distinctive, leading-edge products and powerful, high-quality sound. We continue to develop new installation ideas to capitalize on improvements in digital technology that have increased demand for high-performance audio products. Our Rockford Fosgate, Lightning Audio, MB Quart and Hafler products have won numerous consumer and industry awards.
Rockford Brands
For over 20 years, Rockford Fosgate has been the brand of choice among our core consumers, 16-24 year old males. Many of these consumers devote a significant portion of their time and disposable income to their mobile audio systems. We believe our core consumers perceive Rockford Fosgate as the "coolest" mobile audio brand and we target our message to them using aggressive grass roots marketing. As a result of our consumers' loyalty, we believe Rockford Fosgate has generated loyalty among the retailers who use our brand, products and distinctive marketing programs as a "pull" brand to attract these consumers.
Our Lightning Audio brand presents more budget-minded consumers with a line of high-performance amplifiers and subwoofers under the Lightning Audio brands Storm, Strike and Bolt. These products are more moderately priced than our Rockford Fosgate products. At the 2002 Consumer Electronics Show, Lightning Audio won two CES Innovations Design and Engineering Awards, one for the Strike 12-inch SVC woofer and one for the Strike 12-inch DVC woofer.
Our MB Quart brand appeals to consumers who are willing to pay a premium price for some of the best mobile audio speakers on the market. The MB Quart mid-range and tweeter products are priced even higher than our Rockford Fosgate brand speakers, and offer German engineered precision to our customers.
We currently sell our mobile audio products in SA through approximately 65 independent retail stores, including specialty dealers and audio/video retailers.
Professional Audio and Home Theater
We sell MB Quart speakers for home and home theater use. Our home theater line will use technology from our MB Quart brand and we believe our home theater products will benefit from the strong reputation of this brand.
