Ford and Toyota Top List of Most Upgrade-Friendly Automakers According to New CEA Benchmark Study

ARLINGTON, Va.--Nov. 8, 2005--Ford and Toyota top the list as the most upgrade-friendly automakers in the U.S. according to a new Consumer Electronics Association (CEA(R)) survey of mobile installers conducted in cooperation with the Mobile Enhancement Retailers Association(R) (MERA). The two top brands both had "upgrade-friendly" scores of 66 percent (installations rating "easy" or "very easy") as scored across a wide range of possible product installations. An "upgrade-friendly" vehicle was defined based on the ability to install aftermarket electronics to the vehicle. The survey, conducted among more than 1,699 mobile aftermarket installers from June 2 - 26, 2005, is the first of its kind and will become an annual benchmark of the upgrade friendliness of cars sold in the U.S.

"Consumers benefit from the ability to enhance or replace electronics in their automobile, and we are pleased that automakers are furthering their efforts to allow for installation-friendly vehicles," said CEA President and CEO Gary Shapiro. "Both Ford and Toyota are paving the road for others to follow, and we are excited about automakers taking a more proactive role in the coming years to accommodate aftermarket electronics installations."

The CEA survey showed U.S. consumers are opting to install a wide range of mobile electronics in all makes, models and brands of automobiles. Installation of a complete aftermarket autosound system (headunit and/or amplifier and speakers) ranked as the job most often performed but was followed closely by installations of satellite radio and upgrades to the factory installed equipment, such as headunits, security systems and speakers.

MERA President Harvey Wright stated, "The consumer electronics industry continues to provide technology solutions that allow consumers to update, upgrade, and replace original factory offerings. We at MERA are committed to working with CEA and automakers to find solutions that will reduce the steps and the cost associated with in-vehicle aftermarket installations of consumer electronics."

According to the survey, the most common extra items needed to complete aftermarket installations were dash kits and wiring harnesses, which were needed 60 percent of the time, followed by electrical integration pieces which were required 31 percent of the time. Overall, installers rated 54 percent of all jobs as "easy" or "very easy." In the case of specific car or truck models, the Ford Explorer/Mercury Mountaineer was rated as one of the easiest cars to work with, followed by the Ford family of trucks (F150/250/350). The lowest ranking brands were Volkswagen and BMW, which received scores of 24 percent and 19 percent, respectively. Notably, CEA recently adopted a standard for aftermarket manufacturers to build products capable of operating on the MOST Bus, the structure used by BMW and many European auto-makers for in-vehicle communications.

The Aftermarket CE Vehicle Installation Study was designed and formulated by CEA Market Research, the most comprehensive source of sales data, forecasts, consumer research and historical trends for the consumer electronics industry. The study was completed in September 2005. The complete study is available to CEA and MERA member companies at http://members.ce.org/marketresearch/default.aspx and http://www.MERAUSA.org.

About CEA:

The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the consumer technology industry through technology policy, events, research, promotion and the fostering of business and strategic relationships. CEA represents more than 2,000 corporate members involved in the design, development, manufacturing, distribution and integration of audio, video, mobile electronics, wireless and landline communications, information technology, home networking, multimedia and accessory products, as well as related services that are sold through consumer channels. Combined, CEA's members account for more than $121 billion in annual sales. CEA's resources are available online at www.CE.org, the definitive source for information about the consumer electronics industry.

About MERA:

MERA is a non-profit association founded in 1996 and based in Indianapolis, Ind. MERA's purpose is to elevate the success of specialty retailers in the mobile enhancement industry. Membership includes more than 600 companies throughout the United States, comprised of retailers, manufacturers, manufacturers' representatives and others related to the industry who realize professionalism and continuing education are cornerstones for successful business. MERA serves as the safe and neutral field where all parts of the industry can gather to learn from and share with one another. For more information, visit www.merausa.org, or call 800-WHY MERA (949-6372).