Emotiva Audio’s Dan Laufman, as president and founder of his U.S.-based designer and manufacturer of high-performance audio and video products, has set a 2020 agenda for product marketing and development that places major emphasis on streaming capabilities. “We’re pushing hard on streaming and wireless products, but we’re not looking to be Amazon Echo. We’re coming up with appropriate solutions,” he told Dealerscope during a NYC media tour Dec. 19. “We want to stay relevant for the next generations of buyers.”
In carrying through this agenda, he added, he intends to stick to deploying products that are both “high value and that perform well above their price points.”
He noted that while the overall high-end audio market is not growing, “we’re taking market share from others, because we build something unique.”
The company conducts about a quarter of its business through dealers and distributors and the balance, via direct-to-consumer sales, with half its revenue coming from products that are made in The States, said Laufman.
Among the Emotiva products that have carried through on the performance-above-price-point company philosophy are recent updates in the Airmotiv speakers line – to Models T2+, T1+, B1+, and C2+. The T2+, at $999/pair, featuring a 32mm folded-ribbon tweeter, a 5-1/4-inch woven fiber midrange, dual 8-inch woven fiber woofers, and a ported cabinet, is earmarked for positioning in high-fidelity, high-power two-channel systems as well high-performance home theater arrays; T2+s can serve, depending on room size, as front/right channels, or in an all-T2+ grouping in large rooms.
Emotiva, said Laufman, recently made what Laufman said was a significant investment in surround-sound tech. “To stand out in the market,” he said, “You can’t just slap your name on something. You have to invest in your brand and own your IP (intellectual property), which are the keys to your kingdom.”
The company also recently began shipping its first Dolby Atmos reflective/height speaker, the A1 AirSpace, slated for on-wall or on-ceiling placement ($299/pair), answering a need dictated by increasing amounts of DTS-X- Dolby Atmos-endowed content.
In components, the company isn’t resting on its laurels, either. In addition to its recognition of the streaming media consumer trend, Emotiva products such as the ERC-4 CD player/digital transport ($599), tap into customers’ enduring need for playing CDs, while at the same time providing a DAC element that takes signals from streaming components and other sources with digital outputs, according to Laufman.
The company has a busy 2020 agenda planned, he added, with a series of road shows scheduled that build upon two which were conducted in 2019. As of press time, they include one being scheduled for St. Louis in March, one on the West Coast in the fall, and a summertime home-base show dubbed EmoFest, that will be conducted at the company’s Franklin, Tenn., headquarters and that will include a factory tour and demos for both dealers and consumers.