NEW EDIG

[cksla]

Pioneer Brings Satellite Radio Technology to Toyota's Scion Brand
Tuesday January 7, 11:00 am ET
Scion Sound Processing and Satellite Radio Offerings Enable Toyota to Meet Expectations of Scion's Target Gen Y Consumers


LONG BEACH, Jan. 7 /PRNewswire/ -- Toyota Motor Sales, U.S.A., Inc. and Pioneer Automotive Electronics Sales, Inc., announced at the Greater Los Angeles Auto Show that the two highly anticipated Scion vehicles, the xA and xB, will be available with Pioneer XM Satellite Radio capability when they launch in June 2003. As the branded audio partner for Scion, Pioneer's single CD/MP3 players and 6-disc in-dash CD/MP3 players will deliver DSP-based Scion Sound Processing technology and Satellite Radio Control aimed to exceed the expectations of Scion's targeted youth customer.
(Photo: http://www.newscom.com/cgi-bin/prnh/20020628/PIONLOGO )
"The optional Pioneer XM receiver with 100 channels of coast-to-coast digital sound quality is the perfect addition to the Scion Sound Processing system," said Russ Johnston, senior vice president of marketing and strategic planning for Pioneer Automotive Electronics Sales, Inc. "XM offers a tremendous variety of programming with some specifically geared for today's youth market. XM Original Channels such as "Boneyard," "Ethel," "XMU," "Squizz," "The Move" and "XM Liquid Metal" reflect the personalities and lifestyle of the potential Scion customer."

At the core of Scion Pioneer radios is Scion Sound Processing, unique to the brand. This DSP-driven technology provides three equalization modes that squeeze every last drop of performance and power out of the Scion system. Most importantly, one mode of Scion Sound Processing has created a sound environment that puts the consumer on stage with the feeling that a musician is in the vehicle playing the music.

"Throughout the development of the vehicles, the partnership with Pioneer has helped to bring new technologies that we feel will resonate well with Scion consumers," said Brian Bolain, Scion national manager of sales promotions. "No matter how great the desire to personalize their vehicles through the Scion dealership, our goal with the standard Pioneer-branded audio system is to exceed the expectations of our target buyers."

Scion's launch vehicles, the xA and xB, each will carry an MSRP of less than $16,000 and will be marketed through participating Toyota dealers. The first vehicles will be available in the Western United States in June 2003 with a national rollout completed by June 2004. Toyota anticipates that 100,000 Scion vehicles will be sold annually after the first full year of national distribution. For more Scion information visit www.scion.com .

Pioneer Automotive Electronics Sales, Inc. is headquartered in Farmington Hills, Michigan and markets mobile entertainment products directly to automotive manufacturers. Its parent company, Pioneer Corporation, is a leader in optical disc technology and a preeminent manufacturer of high- performance audio, video and computer equipment for the home, car and business markets. The company focuses on four core business domains including DVD, display technologies, Digital Network Entertainment(TM) and components. Founded in 1938 in Tokyo, Pioneer Corporation employs more than 31,000 people worldwide. Its shares are traded on the New York Stock Exchange (NYSE: PIO - News). Pioneer's U.S. headquarters is located in Long Beach, Calif., and its U.S. Web address is www.pioneerelectronics.com .

For further information please contact Jaed Arzadon, [phone], [e-mail], or Steve Bonsignore, [phone], [e-mail], both for Pioneer Automotive Electronics Sales, Inc.