Alpine Launches 'Non-Stop Music' Experiential Marketing Campaign Centered on Music, Cars and Mobile Electronics

Gen Y Campaign Hits the Road With 2003 Civic Tour, Incredible Demo Car at Live Events and New Non-Stop Music Internet Site

TORRANCE, Calif., May 21 -- Alpine Electronics of America, Inc. has launched an experiential marketing campaign called "Non-Stop Music" that links the venerable, 25-year-old mobile electronics brand with the Gen Y crowd's passion for music, cars and technology. Alpine's integrated marketing approach includes teaming with American Honda Motor Co. Inc., for the 2003 Civic Tour featuring Good Charlotte and New Found Glory; hitting the Hot Import Nights event circuit with its radically designed, center-drive Civic Si featuring a 4,000 watt audio system; and creating a new Non-Stop Music online music and video site. Alpine will support the Non-Stop Music campaign globally through its affiliates in North America, Europe and Japan.

"Non-Stop Music is all about making Alpine's brand more relevant and emotionally-connected to the Gen Y audience through live music, import tuner events and the Internet," said Steve Witt, Alpine's vice president of Brand Marketing. "Alpine's 2003 product line resonates with this audience's desire for non-stop digital entertainment with play-long, play-hard systems that can be personalized to reflect their individuality. The Non-Stop Music campaign showcases these systems as part of their lifestyle and passion for music, cars and technology."

2003 Civic Tour with Good Charlotte and New Found Glory

An important element of the Non-Stop Music campaign is promoting the Alpine brand with face-to-face consumer events, including the 2003 Civic Tour, a nationwide arena music tour with neo-punk bands Good Charlotte and New Found Glory. As part of Civic Tour, Alpine is outfitting 12 band-designed Honda Civic Si's with the latest high-end mobile audio and video products. The vehicles are being awarded through national sweepstakes promotions and various regional media events across the U.S. Alpine also is presenting the Civic Tour Non-Stop Music Lounge, an outdoor interactive tour annex traveling to most tour stops, where fans can listen to a live DJ, play video games, see displays of the Alpine products installed in each of the band-designed vehicles and get a close-up look at the customized and autographed Civics.

Alpine's Outrageous Civic Si and Non-Stop Music Lounge to Hit the Hot Import Nights Circuit

In January, Alpine unveiled its extraordinary in-house-built Honda Civic Si demo car featuring what leading car audio magazines have called "the greatest install ever." The completely customized Alpine Civic is an import enthusiast's dream car and a rolling showcase of Alpine's most cutting-edge audio and video products.

The Alpine demo car, which has received worldwide acclaim with more than 15 magazine features, including five cover stories, will be showcased at Hot Import Night (HIN) events across the country. Part auto and electronics showcase, part dance party, HIN represents one of the largest import performance events in the country. In addition to displaying its own Civic Si demo car and product line, Alpine is teaming with Honda to bring elements of the Civic Tour Non-Stop Music Lounge to Hot Import Nights attendees in several locations on the HIN tour.

"Non-Stop Music" Internet Site

Alpine is also leveraging the Internet to connect with the Gen Y audience through a new Non-Stop Music entertainment destination, which can be accessed through Alpine's Website at http://www.alpine-usa.com/ or http://25thanniversary.alpine.com/ . The Non-Stop Music site enables fans to download club music mixes from top international dance/house music producer DJ Fumi Kondoh and watch videos from his live concerts. The site also features a Past Hits section where people can find the top music singles and movies from any given year over the last 25 years and then link to Amazon.com for purchase. People can also download an Alpine desktop organizer to keep track of their appointments and contacts. Additionally, Alpine fans can sign up to receive an email newsletter to get the latest information on Alpine products and Non-Stop Music activities, as well as register to enter product giveaway drawings held throughout the year.

About Alpine Electronics

Alpine Electronics is the world's leading mobile electronics system supplier and an ISO certified corporation. Alpine specializes in an integrated platform concept for mobile multimedia with premium components for digital audio/video media playback, digital broadcast reception, security and satellite linked navigation. With research and development facilities in Asia, Europe and the U.S., Alpine is the global leader for mobile sound systems and in-vehicle navigation for both after-market and OEM factory installations. Alpine Electronics is a consolidated subsidiary of Alps Electric Co., Ltd., one of the world's premier manufacturers of electronic components for computer, communications and car electronics equipment. In 2003, Alpine celebrates 25 years of bringing premium mobile electronics systems to consumers under the Alpine brand. Visit www.alpine-usa.com to learn more about Alpine products or to find an authorized retailer.