FUSION Electronics is a business all at sea and major shareholder Peter Maire couldn't be more pleased. The company which made its name targeting street culture with loud (that is, really loud) music for fast cars is now making waves on the water.
The Auckland-based electronics business has scooped a big win in the toughest market of all, the highly competitive US marine market. It has become a supplier to the world's largest marine retailer, Nasdaq-listed West Marine and scored rare front-cover treatment on its globally distributed telephone book-size catalogue.
And what is taking the attention of American boaties is a Kiwi-inspired world first - a marine stereo head unit which allows the user to insert their iPod inside, while displaying the iPod menu on the front screen.
But as they say - wait, there's more.
As any gin palace boatie knows, it's far noisier on the fly bridge than it is in the salon - or the bedroom, or wherever. So FUSION's hot little number will play it loud for the steersman and at the same time wonderfully soft and soulful for whatever is going on down below.
It's been a big transition for the former automotive audio business which a few years back took on the likes of Alpine and Pioneer and gained a reputation as a company on the go. "Then we were targeting only the 18 to 26-year-olds who had bought a car and wanted to spend twice or three times as much again to make some real noise," says FUSION General Manager Shane McMahon.
In doing so, they won cult status for niche audio products.
Now FUSION, infused with former Navman money and skills, is a successful electronics design company where the slogan is no longer "make it louder" but "make it smarter". McMahon, former Navman Marketing Manager, says FUSION's big strength was in its brand and marketing. "At Navman we always had very clever products but sometimes struggled to get the brand following FUSION has achieved," he says.
FUSION's entry into marine electronics was the result of injecting Navman innovation into an already successful brand business. Now the marine market was asking for new products "and there's a lot more we can do in terms of entertainment, there's the whole visual side". Beyond boats, there are opportunities to develop new products for wet areas like spa pools and barbecue areas.
Maire bought a 29.7 per cent stake in Fusion in 2005, which was founded in 1998 by brothers Kurt and Stuart McNall, who, with their father Colin, still own 16.2% of the company.
Source: GARRY SHEERAN Sunday Star Times www.stuff.co.nz