News Release：Pioneer Announces the Launch of Its New Brand Slogan"sound.vision.soul"

July 12, 2001, Tokyo, Japan --- Pioneer Corporation today announced the launch of the company's new brand slogan - "sound.vision.soul" - which will be used in its group-wide marketing activities in a bid to strengthen Pioneer's brand name in the global market.
By introducing this new slogan, "sound.vision.soul", Pioneer expresses once again the promise of its brand name "to share sound and visual entertainment that gives joy, and also uplifts the soul."

"Sound " not only indicates Pioneer's very origin - the audio field - but also refers to Pioneer's solid and healthy business and financial structure, as well as its aim to resonate with customers.
"Vision" refers to the video business, in which Pioneer plans to consolidate its position with DVDs and next-generation displays (plasma display, organic EL) at the core. It also suggests the company's clear commitment to the future and innovation.
"Soul" emphasizes Pioneer's determination to raise entertainment to the level of pure emotion. Pioneer truly believes in the power of sound and vision to 'move the heart and touch the soul', and wishes to communicate this belief to society.

During the current fiscal year, Pioneer will aggressively develop its new businesses in global markets by focusing on its DVD recorder and high-definition plasma display. Pioneer is confident that these products will give true meaning to the new brand slogan, "sound.vision.soul".
Pioneer has selected DVD and plasma display as strategic products in its efforts to nurture the Pioneer brand name, and will place greater emphasis on advertising and concentrate its investment on these products. During this fiscal year, Pioneer will spend ¥15 billion in advertising, an increase on a consolidated basis of approximately 50% over the previous year. In particular, Pioneer considers the Japanese domestic market as a top priority for brand-name building and will advertise the DVD recorder and plasma display as well as promoting the new brand slogan primarily during the busy end-of-the-year sales season.

Pioneer Corporation is one of the leading manufacturers of consumer, commercial and industrial audio/video products, including those employing laser optical disc technologies. Its shares are traded on the New York Stock Exchange (ticker symbol: PIO), Euronext Amsterdam, Tokyo Stock Exchange, and Osaka Securities Exchange.