Katz Car Radio

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To a generation accustomed to enjoying its favorite music faithfully played back through a 12-speaker automobile sound system that's at least as good as the one in the family room, it may be surprising to realize how recently most people made do with an AM-only radio and one so-so speaker mounted in the top of the dashboard.

Katz Car Radio of Arlington, Virginia has seen a lot of trends and technology come and go - including the auto industry's brief flirtation with in-dash record players. Founded in 1952 as Enkay Automotive in Alexandria, the family-owned business originally specialized in basic auto parts and accessories. There were virtually no "aftermarket" car radios in those days, and autos went from assembly line to wrecking yard equipped - or unequipped - as they were when they left the factory.

By the early 1970s, however, FM stereo broadcasts had raised the standard for home listening. Wanting a comparable level of sound quality on the road, people turned to businesses like Katz's for stereos with the performance and features that suited their needs.

Then came 8-track cartridges, cassettes, mobile phones, CDs, CBs and DAT. And mobile security systems to make sure the fancy gear stayed in place (not to mention the car itself). From the Glebe Road location the firm adopted 31 years ago, Katz Car Radio installs between 1,500 and 2,000 car stereos annually. They also equip about 600 vehicles with state-of-the-art security systems each year.

What's ahead? Drivers with on-board navigation systems linked to satellites will know. And once the cost of the technology becomes affordable for more of their customers, Katz Car Radio will head them in the right direction with meticulous products, installation and service.

Katz
Car Radio
1973

Neal Katz knows how difficult it is to remain viable in today's small business environment, especially in his profession, where he has to compete against other small businesses, chain-operated megastores, and the auto industry itself.

"Our target audience used to be between the ages of 25 and 40, but now it's between 16 and 21," according to Katz. "Print advertising is not very effective with kids, and TV time is too expensive for us. And, since younger people have less money to spend, low prices - which they associate only with big chain stores -- are more important to them than quality."

To remain competitive, small business owners like Neal Katz must get the best value for every dollar they spend - which includes their health care premiums. "I've read about how Blue Cross and Blue Shield reduced its operating costs to make its products more affordable for businessmen like me," says Neal Katz. "Believe me, I can relate to that."