Pure partners with Volkswagen Group to drive DAB adoption


London, 29th April 2015: Pure in collaboration with Volkswagen Group today launches Drive Digital, an in-car digital radio adapter designed and approved especially for VW group vehicles.

The Drive Digital, powered by Pure, has been designed to fit seamlessly in most vehicles within the Volkswagen Group, with four colour Illumination backlight settings to suit each environment and dashboard.

Drive Digital offers the ultimate in-car digital radio experience, with excellent reception, Pure’s signature high-quality sound, a wide choice of stations and a host of handy features like pause and rewind. The unit is also Digital Tick approved meaning that it is future proofed and ready for a digital radio switchover.

David Morgan, product development manager at Volkswagen Group, says: “Pure is the ideal partner for this project as their reputation as leaders in digital radio is unrivalled. The new Drive Digital adapter allows all of our customers to add an approved digital radio to their existing car audio system. The upgrade means you can keep your existing radio and add the magic of live digital radio.”

Nick Hucker, Pure’s senior marketing director, says: “We are proud to be powering the new Drive Digital and bringing our considerable digital radio experience to Volkswagen Group customers. This is an important step forward for the uptake of in-car digital radio adapters and will be a significant catalyst in driving a digital radio switchover.”

In addition to delivering best-in-class digital radio, the Drive Digital also offers the option to connect an iPod, iPhone or iPad and listen back via the car speakers. Not only will it play music but it charges at the same time.

Other features include:

USB Port

Allows users to navigate and listen to tracks from a USB flash drive, mobile phone or MP3 player with USB connection

Dual Tuner

Removes the need to keep re-tuning during a journey

Pause and Rewind Live Radio

Gives users the ability to simply pause live radio and continue to listen later, exactly where they left off, or rewind at 15 second increments

The Drive Digital adaptor is available through all VW, Audi, SEAT, SKODA and VW commercial vehicles dealers across UK, priced from £279.50.


About Pure

Pure is a world leading consumer electronics manufacturer and leads the way in music streaming and radio systems, multiroom audio and entertainment cloud services with the Pure Connect portal www.pureconnect.com as well as innovating in new areas. Designed and engineered in the UK, all of Pure’s products are manufactured with the environment in mind and at ethically audited facilities. Pure is a division of Imagination Technologies Group plc. See www.pure.com.

Press contact:


Sophie Spooner


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