Onkyo Stresses High-End Feature Sets on New A/V Receiver Range
Onkyo is moving to establish a presence in the lucrative and expanding $1,000-to-$2,000 A/V receiver (AVR) price category with the introduction over the spring and summer months of several models that sport high-end features sets.
The brand, said Keith Haas, director of sales, held a Number Three unit-share market position in 2006 with an 11.9 percent market share in A/V receivers, an ASP (average selling price) increase of 9.2 percent vs. 2005 and an increase in dollar sales over that year of 8.2 percent. For AVRs, “in 2007,” he continued, “we are 12 percent ahead of 2006 in dollars and 5.1 percent up in units.
“Last year,” Haas added, “the overall AVR market experienced a drop in sales of units from $500 to $999, while there was an increase in unit volume at the $1,000-to-$2,000 level.” Onkyo’s prime market share position was achieved, said Haas, despite the fact that “we had no SKUs in that range. We are correcting that in 2007.”