Onkyo Stresses High-End Feature Sets on New A/V Receiver Range

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Onkyo is moving to establish a presence in the lucrative and expanding $1,000-to-$2,000 A/V receiver (AVR) price category with the introduction over the spring and summer months of several models that sport high-end features sets.

The brand, said Keith Haas, director of sales, held a Number Three unit-share market position in 2006 with an 11.9 percent market share in A/V receivers, an ASP (average selling price) increase of 9.2 percent vs. 2005 and an increase in dollar sales over that year of 8.2 percent. For AVRs, “in 2007,” he continued, “we are 12 percent ahead of 2006 in dollars and 5.1 percent up in units.

“Last year,” Haas added, “the overall AVR market experienced a drop in sales of units from $500 to $999, while there was an increase in unit volume at the $1,000-to-$2,000 level.” Onkyo’s prime market share position was achieved, said Haas, despite the fact that “we had no SKUs in that range. We are correcting that in 2007.”

Among the A/V receiver lineup are two entry-level units currently shipping and five due out from May through August, three of which are over $1,000: the flagship TX-NR905 ($2,099; August); the TX-SR875 ($1,699; June); and the TX-SR805 ($1,099; May).

The TX-NR905 7.1-channel home network receiver is the only model with HD Radio reception capability. The top two models, according to Paul Wasek, national product and marketing and product planning manager, are the industry’s first to use Silicon Optix’s Reon VX HQV processor to enhance resolution and detail and for upconversion to 1080p from 1080i. The top three feature THX Ultra2 certification. The top four are both XM- and Sirius-ready, and they boast Neural-THX Surround decoding to optimize broadcast and gaming sound, a technology that allows broadcast content to be transmitted in two-channel and later decoded for 7.1-channel audio. HDMI 3.1a audio and video processing is enabled on all models save the two entry-level SKUs, and one form or another of Audyssey room acoustics correction is available throughout the line.

Onkyo also announced a new single-disc DVD player, DV-SP405 with 1080p upscaling capability, but it had no further information on when it might enter the high-definition DVD player arena. At CES 2007, it had announced its intent to introduce an HD DVD model, but Haas said that the company is “looking at both [the HD DVD and Blu-ray] formats” currently, and deciding whether to field either a standalone player or a multiple-format model. He added that a market entry could surface “probably closer to the fourth quarter.”

Also shown were three currently available Onkyo home-theater-in-a-box systems ranging from $399 to $599. For that category, said Haas, “we anticipate a strong year. Our ASP in HTIBs increased 11.4 percent in 2006 vs. 2005, while the industry average increased just 6.9 percent.”