Pioneer to Kill Premier Brand
Pioneer Electronics will discontinue its Premier line of mobile electronics by December, saying it was becoming harder to justify the features and marketing of a premium line from its Pioneer-branded line of mobile products. Not all dealers agree with the move.
Pioneer launched the Premier line about 20 years ago to offer specialty dealers a different line than the company was supplying the big-box stores. Over the last several years, though, advancements in technology, lower costs and consumer demand have made it more difficult to differentiate the Premier from the regular lines, said Ted Cardenas, director of marketing for Pioneer's Mobile Entertainment Business Group.
As an example, Cardenas compared a Premier CD player with a Pioneer model, both released this year. The Premier unit was $20 more than the Pioneer deck, included a two-year warranty as opposed to a one-year warranty, came with an iPod connector cable and had a black volume knob instead of the silver knob of the Pioneer unit.