In-car digital radio receives significant retail boost


London, UK 9th July 2010: PURE, the world-leading radio maker, announces that its award-winning Highway in-car digital radio adaptor will be available at Halfords from July 11th.

The move by the UK's leading retailer of in car entertainment products comes as the new Government announces its commitment to digital radio switchover, and will give sales of in-car digital radio a significant boost.
Halfords will offer the PURE Highway with an external magnetic aerial for £100 as a ‘We Fit’ package. The units will be on display in UK stores from Sunday July 11.

Paul Smith, PURE’s general manager, says: “We are delighted that the country’s leading car audio retailer will be making Highway available to its customers; this is an important step forward for the sales of in-car digital radio adaptors and will be a significant catalyst in helping digital radio switchover.”

Smith continues: “Highway has been the second best selling car audio product overall since launch* and this consistent sales performance is real evidence that consumers want digital radio in their car. Now that the country’s leading car radio retailer is selling Highway, the UK’s 30 million motorists will find it even easier to upgrade to digital radio.”

Highway is powered from the cigarette lighter socket and attached to the windscreen with a supplied flexible mount just like a portable satellite navigation system. A discreet external aerial is fitted to supply the digital signal and Highway then sends the audio to the car’s radio on an FM frequency which is picked up just like a normal radio station. Highway can even be taken out of the car at the end of a journey and used as a personal digital radio. There is a stereo output for headphones and two AA batteries give up to six hours of listening on foot.

For more information, please visit or call +44 (0) 845 1489001.

Editor’s Notes
*Source GFK: By volume in 2009

About PURE
PURE is the world’s leading manufacturer of broadcast and internet-connected digital radios, the number one supplier of digital radios in Europe and the creator of the EVOKE-1S, the world’s most popular and iconic digital radio. PURE radios increasingly support all the broadcast standards in the DAB family used across all key markets in Europe and beyond. PURE is also leading the way in internet-connected radios based on its Flow technology and the PURE Lounge portal ( 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

Press Contact:
Vicky Deacon
Home Park Estate
Kings Langley
Herts WD4 8LZ
tel +44 (0)1923 260 511
fax +44 (0)1923 270 188