Ride the digital waves with Volvo and Pure

Volvo has teamed up with market-leading DAB specialists Pure to offer an aftermarket DAB radio upgrade for just £295, fully fitted at local dealerships.
 
Rather than having to contend with often poor analogue medium wave signal, Volvo customers now have the opportunity to enjoy crystal clear digital sound quality through the car’s existing FM radio.
 
In the past year the amount of new cars fitted with DAB as standard has doubled, with one in four now enjoying access to digital radio.
 
The versatile and award-winning Pure Highway 300Di digital radio adapter can be fitted to over 267,000 Volvo models currently on the road, and uses a discreet external aerial to offer best-in-class digital reception. This covers the large majority of Volvos, going all the way back to manufacturer year 2002 XC90.
 
The government has committed to making an in-principle decision on a radio switchover by the end of this year and Volvo customers can get ahead of the game and enjoy peace of mind that their digital adapter will be professionally installed at their local dealership.
 
The Highway 300Di also offers live pause and rewind capabilities and a USB port making it completely iPod, iPhone and iPad compliant, providing the complete audio solution for Volvo drivers.
 
Volvo Car UK managing director Nick Connor commented: “Choosing Pure as a digital radio partner for our dealerships was a simple decision for us based on Pure’s reputation and expertise in digital radio. The Highway 300Di is a fully fitted solution that allows new and used Volvo customers to enjoy access to digital radio, and be safe in the knowledge that the fitting will be undertaken at their local Volvo dealership.”
 
Pure’s director of marketing, Nick Hucker, added: “Since launching the iconic Evoke-1 in 2002, we’ve become the brand most consumers trust and associate with digital radio. We know that our customers love the great content and user experience that digital radio delivers in their home and we are delighted to be working with leading car manufacturer, Volvo, to bring the same experience to their cars. This is an important step forward for the sales of in-car digital radio and will be a significant catalyst in helping digital radio switchover.”
 
Says Ford Ennals, CEO of Digital Radio UK: “We are pleased that industry is working together to ensure in-car digital radio adapters are widely available. Listeners love digital radio, and we welcome this announcement which demonstrates Volvo’s commitment to bringing the amazing choice of stations on digital radio to their existing customers.”