• Magazine Ad
  • Magazine Ad
  • Magazine Ad
  • Magazine Ad
  • 'Alpine Touch' Magazine
  • 'Alpine Touch' Magazine
  • 'Alpine Touch' Magazine

Alpine Car Audio Systems

Alpine - The Speed of Sound

Alpine - a premier manufacturer of audiophile car stereo products - wanted to create a distinction with its image. While actually a Japanese company, our challenge was to make the name Alpine stand for the finest European product - specifically Italian.

Building on the mystique of Italian manufacture denotes quality, style, and state-of-the-art performance. The Alpine customer is someone who wants the best, and they want what Italian heritage offers.

The way we chose to build this impression was to associate the product with another extremely well known and respected name in Italy. One known for automotive excellence. Thus an alliance with Lamborghini was formed.

The deal was struck. Lamborghini would offer only Alpine equipment as standard (a $30,000 system no less) in their cars. So now the world's fastest car came with the world's finest car audio system.

An example of this is shown in the 1990 campaign. It introduces the newly introduced Lamborghini Diablo; the world's fastest production automobile - rated by USAC as capable of speeds over 200 mph (202 if you're counting), while it also continues to build upon Alpine's "Italian" image.

We continued to build upon the mystique of Italian manufacture by marketing Alpine through its association with Lamborghini. (You may not be able to buy a new Lamborghini, but anyone can afford the stereo that comes in it.)

With the addition of several new products, anyone could now get Alpine quality without ripping out their entire stereo system and installing all new components. For instance, the new CD Shuttle allowed people to install an Alpine system into an existing car system, thereby getting Alpine at an affordable price.

One "product" message touted: "No matter what you drive, it's already wired for Alpine." A strong dealer-incentive campaign was also developed to target that segment of the car audio market (and a very important one). We also introduced a magazine, Alpine Touch, dedicated to car audio fanatics.

Alpine became firmly entrenched as the leader in high-end car audio - a position they hold to this day. As a result, sales grew steadily over the years. New product lines that were introduced became immediately profitable. And the CD Shuttle became the most purchased and profitable line in the company's history.

And that's the story of Alpine. (Just don't tell anyone about the "Italian" thing, it'll be our little secret!)

Produced while at Orenstein Savage Advertising.

View the "Speed Of Sound" television commercial: