Mario Martinez, president of Kenwood Electronics Italia

Kenwood first entered the country at the beginning of the 1980s through a distributor, Linear Italia. The business has since become a wholly owned subsidiary that ranked No. 1 in Italy for car audio and navigation systems as of last year.

One would think a business like Kenwood Electronics does not like to speak about its competition but Mario Martinez, president of Kenwood Electronics Italia, has a different take.

“The consumer electronics market is very competitive and is characterized by constant price reductions, no brand concentration and quick model turnover. If we have competition, we are forced to create more innovative, quality products. Kenwood has built strong brand awareness and a good image in the Italian market. This aspect, together with a great talent in designing and manufacturing quality products, and the ability to market and sell these products, allow us to beat out the competition,” says Martinez.

Kenwood is shoring up its growing business with strong partnerships in the automotive sector. In Italy, the company is working with Fiat, Lamborghini, Volkswagen and Daihatsu to promote its products in new cars, as well as its quality line of aftermarket products.

Martinez attributes Kenwood’s success in this market to the unique combination of Japanese and Italian expertise.

“The Japanese, if you want to make a comparison, are more like the Germans in Europe. They are strong, efficient and work well in practical situations. Italians are a little more creative and innovative. Our mentality is one of fantasy and imagination,” he says.

“Contrary to popular belief, this is not a negative approach though. In difficult business situations, this mentality can be vital to finding solutions and maintaining the flexibility the market demands. In putting the Japanese and Italian cultures together, we have accomplished something special,” he adds.

www.kenwood.com