PURE launches the ultimate in-car digital radio and audio adapter


London, UK 11th November 2011: PURE, the world-leading radio maker, presents the PURE Highway 300Di, a professionally installed, high-performance and feature rich, in-car digital radio adapter that can upgrade almost any car to receive digital radio. Highway 300Di includes best-in-class digital reception, full control of music stored on an iPod, iPhone or iPad, pause and rewind of live digital radio and dual tuners, which enable a dynamic station list.

Exclusively available at Halfords priced £179.99, the PURE Highway 300Di is on launch promotion for a limited period with customers receiving free installation, set up and demonstration, saving at least £24.99*.
Highway 300Di will benefit from a significant airtime campaign from four partnership broadcasters: National commercial station, Smooth Radio; Premier Christian Radio; BFBS (British Forces Broadcasting Service); and Amazing Radio (the only national radio station dedicated exclusively to playing emerging and independent music).

Building on the success of PURE’s original Highway in-car digital radio adapter, which accounts for over 80% of all in-car digital radio aftermarket solutions*, the new PURE Highway 300Di has been designed to offer customers an elegant, fully fitted solution with high-performance reception, which doesn’t clutter the car with cables and doesn’t require any holes to be drilled. (The original Highway will continue to be available at an SRP of £79.99 to offer customers a self-fit solution).

The PURE Highway 300Di comes with a compact, interface box, which is fitted discreetly in a suitable location for the vehicle such as behind the dashboard or in the glovebox; an attractive, removable, controller unit with mounting bracket; an innovative, active, glass mount aerial for the best possible reception, a 3.5mm line-in cable and a USB cable for an iPod, iPhone or iPad, which also charges the connected device. 

The compact, controller unit is mounted on the dash and comes with an OLED display, which is readable from any angle. Highway 300Di is ‘Works with iPhone, iPod and iPad’ compliant and enables full control of music stored on these devices from the controller unit. Content stored on an iPod, iPhone or iPad can be navigated from the controller by artist, album, track and genre. The controller also comes with 30 easily accessible digital radio favourites, backlit buttons and the ability to pause and rewind live digital radio and any other audio source.

The unique, active aerial supplied with the Highway 300Di is affixed to both sides of the user’s windscreen and provides the best possible digital radio reception.

Highway 300Di has dual tuners, which constantly update a ‘dynamic station list’ so that all searchable stations are always available and any regional stations are cut from the list when the user drives out of that station’s area.

The user is also able to playback audio from a USB thumb drive through their Highway 300Di. The USB port also enables software updates.

Paul Smith, PURE’s general manager, says: “We have sold almost four million digital radios and we know that our customers love them. Highway 300Di lets them access the same great content and user experience in-car that they’ve come to know and love in their home. We are delighted that the country’s leading car audio retailer will be making Highway 300Di available to its customers; this is an important step forward for the sales of in-car digital radio adapters and will be a significant catalyst in helping digital radio switchover.”

Halfords Digital Expert, Nik Dix says: “There is now real momentum in the transition to digital radio and the launch of the new fully fitted PURE solution from Halfords is a vital step in ensuring that drivers can take advantage of all the associated benefits.” 

Jonathan Gillespie, Group Commercial Director of Smooth’s parent company, GMG Radio, says: “We are delighted that the PURE Highway 300Di will make Smooth Radio, in particular, available to all of its audience across the UK whilst in the car, not just those in our FM regions.  This is another step in providing easy access to channels, whenever and wherever listeners want them. Enabling more car-users to sample the increased number of radio channels available on DAB, thus enriching the listening experience, is another positive step and we are very happy to be supporting the launch of the Highway 300Di.”

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

Editor’s Notes
* After the promotional period ends, Halfords will charge from £24.99 for the installation. If the customer requires mobile fitting, extra cables or a third party bracket for installing the controller unit, there may be some small additional charges.
**Source: GFK – January 2008 - current

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 (www.thelounge.com). 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.

Vicky Hewlett                                        tel +44 (0)1923 260 511
PURE                                                   fax +44 (0)1923 270 188
Imagination Technologies                      e-mail: Vicky.hewlett@pure.com
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