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Code-Alarm Establishes Coast-to-Coast Aftermarket Sales Force

7 August 2000

Code-Alarm Establishes Coast-to-Coast Aftermarket Sales Force

         Security maker adds personnel to increase customer-service,
                         in-store technical training

    MADISON HEIGHTS, Mich., Aug. 7 As part of its effort to
strengthen its relationship with the aftermarket, Code-Alarm, Inc.
(OTC Bulletin Board: CODL) has established a nationwide retail sales force of
more than 100 representatives.
    The Madison Heights, Mich.-based manufacturer of vehicle security, keyless
entry systems and car starters said it also established three regional
managers to direct the new sales force and hired two full-time personnel to
provide in-store technical training and support to Code-Alarm dealers around
the country.
    "Code-Alarm is taking the steps needed to support the success of our
customers," said Michael Schroeder, vice president of marketing and business
development.  "Our dealers spoke, and we listened.  This new retail sales
force and tech trainers will provide added customer support and, as with our
recent introduction of PowerTools(TM), move us closer to being a full-service
provider to the aftermarket.
    "We plan to expand our commitment to the aftermarket with the launch of an
exciting new technology that we feel will revolutionize the mobile electronics
marketplace," Schroeder added.
    To boost its nationwide presence in the aftermarket, Code-Alarm has
reached agreements with 17 independent rep. firms, whose 100-plus
manufacturer's representatives will call on dealers that carry Code-Alarm
products.  The new retail sales force will be led by managers responsible for
the Eastern, Midwest and Western regions of the country and supported by the
efforts of two dedicated trainers.
    The trainers will schedule and conduct sessions for Code-Alarm's dealers,
focusing on sales, training and installation techniques.  The training is
currently done through the company's technical services department.  Creating
these new training positions will allow Code-Alarm to expand its in-field
training schedule to six days each week.
    To further support its customers, Code-Alarm has expanded its technical
support services by launching a 24-hour, seven-day-a-week telephone support
system.
    "The complexity and ever-changing nature of new vehicle technologies has
intensified the 12-volt specialist's need for training," said Joe Dentamaro,
director of field sales for Code-Alarm.  "We can now be more responsive to the
aftermarket's needs by helping installers on a one-on-one basis, rather than
simply distributing printed manuals.
    "As vehicle electronics become more complex, Code-Alarm has renewed its
commitment and investment in the 12 volt specialists by establishing these
dedicated trainers.  We want our aftermarket customers to know we are behind
them in educating their technicians."
    Jorge Santiago of Bella International, a Honda and Acura distributor, said
he thought that Code-Alarm's new national sales force, its expanded technical
support and its in-field trainers were excellent steps.
    "I appreciate the fact that Code-Alarm is willing to put people and
systems in place to support those of us in the aftermarket," said Santiago,
director of operations for Sound Gallery, a division of Bella.  "We look
forward to the additional training opportunities and the increased support for
both sales and technical service issues."
    Schroeder explained that the new sales force, most of whom are already in
place, will allow Code-Alarm to grow its aftermarket business.  The move comes
in response to dealers asking for increased contact and support at the store
level.
    "The establishment of such an extensive retail sales force allows the 12-
volt specialists on the floor to increase their knowledge of Code-Alarm
features and benefits," Schroeder said.  "It is a supplement to our recent
launch of PowerTools(TM) and the predecessor to the new vehicle security and
convenience technology we plan to unveil later this year."
    Code-Alarm introduced PowerTools in June 2000 as a line of 300-plus
installation accessories and tools for the aftermarket.  PowerTools offers a
complete line of products, accessories and hardware needed to install any
Code-Alarm or other mobile electronics system on the market.