Blauplunkt India to target mass market with two new car stereos

Audio major Blaupunkt India has launched two new car stereos for the Indian market. Called the Tokyo 110 and Manchester 110, they are aggressively priced at Rs 4,990 and Rs 5,990 respectively. With these two systems, Blaupunkt hopes to target the extreme low end of the in-car entertainment system market in India.

The Tokyo 110 and Manchester 110 were launched worldwide in July  this year, but they have just found their way into the Indian market.

Both the single-DIN audio players support USB and SD card playback, and come equipped with an aux-in, FM/ AM capabilities, blue backlighting and remote controls. The difference between the two is that while the Manchester 110 comes equipped with a CD player, the Tokyo 110 does not. However, neither of them support Bluetooth connectivity. Both units get a two-year warranty.

The company says its primary target audience includes fleet taxis, second-hand cars, and cars currently devoid of entertainment systems. Blaupunkt will also planning to capitalise on consumers looking for an economical solution to their car infotainment needs. According to company officials, Blaupunkt is perceived as a very expensive brand and by tapping into the mass market, they are trying to change that.

Preeti Bakshi, marketing head of Blaupunkt India, said: “These (Tokoy 110 and Manchester 110) models raise the bar on value, while lowering the price point for a quality car radio. After a phenomenal response worldwide, we expect these products to be very successful in the Indian market.”

Blaupunkt aims to sell approximately 8,000 units of the Manchester 110 and Tokyo 110 together, every month, which translates into nearly 100,000 units a year. While Blaupunkt’s high-end infotainment systems are manufactured in Malaysia, the Manchester 110 and Tokyo 110 will be made in China.

Blaupunkt is also slowly trying to increase its presence in the Indian market. The company recently opened its first dedicated brand store in Kochi, and plans to open two more in Bangalore and Delhi by the end of this year.

At the two-product launch, the company revealed other new product plans for the near future as well. This includes a low-end stereo system with integrated speakers by January 2015, and a product along the lines of the Manchester 110 and the Tokyo 110 which supports Bluetooth, in the first quarter of 2015.