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MOBIS launches ACTUNE, its premium sound brand, for high-quality audio system

05/17/2012 | 02:15am US/Eastern

- Compares favorably with foreign brands in quality and comes with a more competitive price tag, and was first featured in the Santa Fe and K9
- Developed in the country's largest sound laboratory to deliver the best sound, which can be tuned to suit customer tastes and preferences and in-line with vehicle characteristics

MOBIS (www.mobis.co.kr) has released ACTUNE, a premium sound system embodied by the concept 'Driving Concert Hall'.

ACTUNE is short for Active & Actual Tune, delivering vivid sound which is as close to the original sound as possible. Active & Actual places a premium of delivering a live sound quality to customers, creating a dynamic and modern image through the Active Actual sound, while the Tune conveys the feeling of the original sound.

Since 2006, MOBIS has been developing premium sound systems with a belief that as automotives increasingly become a second residential space, rather than just a simple form of transportation, it is essential to satisfy the emotional needs of drivers and passengers - with sound playing a large role in delivering such emotional fulfillment. To achieve this, MOBIS now has the country's largest sound testing facilities, including audiovisual rooms, an automotive anechoic room, a comparative evaluation laboratory and a room for analysis.

MOBIS's premium sound system has been applied as the Dimension brand to Hyundai-Kia Automotive Group's cars destined for the domestic market, including to the Grandeur (TG, HG), Sonata (including the YF and US versions), K7, K5 and Veloster. Now, MOBIS plans to replace Dimension with Actune, which will be the showcase for its premium sound brand in the global market (except the U.S.). In order to implement this plan, MOBIS has registered Actune as a trademark in 25 countries, including Korea, the major member countries of the EU and Australia, and is currently working on trademark registration in China and other 25 countries.

Actune, which features multi-surround sound, is composed of both digital and analogue amplifier-speaker systems. The digital amplifier gives a clear sound, whereas the analogue amplifier creates a full, deep sound. Plus, a special aluminum wire, containing copper and an alloy of low-density high strength materials, enables the speaker to play sounds clearly, delicately and lively.

The digital amplifier-speaker system and analogue amplifier-speaker system have been fitted to Hyundai Motor's new Santa Fe and Kia Motor's K9, respectively. MOBIS intends to phase in Actune for Hyundai-Kia Automotive Group's cars destined for both the domestic market and for export, and to strengthen the marketing for overseas complete automotive companies. Actune is widely recognized for providing at a lower-cost an equal level of performance compared to the in-car sound systems of higher-priced foreign brands. Accordingly, it is believed to have sufficient strength and competitiveness to survive in the world market.

"Actune, with MOBIS's unique sound algorithm, provides a sound system that's best suited for customers' taste and preferences, as well as fitting the car's identity," said In Heusik, the MOBIS Director and Head of the MOBIS Multimedia Development Center. "Actune will compete against famous foreign-brands in the European market, which accounts 90% of the premium sound market, as well as in Korea," he added.

Meanwhile, in terms of the KRW 4 trillion global market for automotive premium sound systems, brands such as Harman International, JBL, Infinity, Lexicon, Harman Kardon, and Mark Levinson, account for 45%, with BOSE alone having 25%. The domestic market size (excluding imported cars) is worth about 200 billion won, of which MOBIS accounts for 10%. Hyundai-Kia Automotive Group mainly uses Harman International brand's products, while Renault Samsung Motors mostly use BOSE's products.

Premium sound system: a general in-car sound system consists of a 4-channel amplifier and speaker. A channel is a pathway through which the amplifier's output is delivered to the speaker and, in general, one speaker is connected to one channel. On the other hand, the premium sound system focuses on playing the original sound as it is by connecting either an 8-channel or 12-channel high power amplifier to speakers, such as front/rear/mid-range speaker, as well as to a tweeter and subwoofer.

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