Rich Ad­dis

NZ Performance Car - - Industry Insider -

NZPC: You’ve been in the car-au­dio scene for the best part of two decades; how’d you get into it, and how did you end up where you are now?

Rich: I guess I started off by get­ting in­spired by Rob Char­teris, when he was work­ing at Driv­ing Sound. He did my first sys­tem and taught me the ba­sic dif­fer­ence be­tween get­ting a good sys­tem and get­ting a phe­nom­e­nal sys­tem. Rob went on to own Rapid Ra­dio, and, by de­fault, I went on the jour­ney with him on the whole­sale side.

You’ve worked for a few au­dio sup­pli­ers in New Zealand as well as over­seas. Tell us about that.

Yeah, I spent 10 years of my 15 years in the in­dus­try work­ing in Aus­tralia, in all the main cen­tres. I’ve been back in New Zealand for a cou­ple of years now, and started up Zeroflex. I’ve got a few dif­fer­ent brands on board, and I’m look­ing to take them to the top.

So, you’ll use your knowl­edge from the Aussie mar­ket to help with that and to try to rein­vig­o­rate the car-au­dio scene?

I got to work with some of the best stores in Aus­trala­sia, so I’ve seen where a lot of the stores strug­gle — and that’s with the de­tails and fab­ri­ca­tion on high­end in­stal­la­tions. Those are crit­i­cal items on demo cars or show cars, so I’ve in­vested money in CNC ma­chines to be able to give my cus­tomers that ser­vice.

There are two sides to your busi­ness, cus­tom fab­ri­ca­tion and prod­uct sup­ply — cor­rect?

Ab­so­lutely; it’s pretty much 50/50 at the mo­ment. We do a lot of work for cus­tom ve­hi­cles if some­one wants to build a big sys­tem. I’ve got CNC and laser cut­ters, so we can go down to the finest de­tails with per­fect qual­ity to help make their cus­tomers’ come true. Th­ese tools are great for cut­ting lo­gos into Per­spex, or get­ting per­fect cuts when build­ing cus­tom boxes — there’s re­ally no limit to what can be done.

What prod­ucts do you stock?

I’ve got Clar­ion, Aud­i­son, Hertz, Stinger, Road­kill, Pac, and iSim­ple, so we can cover a car from the bat­tery ter­mi­nal to the nav­i­ga­tion in the dash, the $2K speak­ers in the front door, and the subs and amps in the back. We’ve got it all cov­ered.

Are you fo­cus­ing more on the high end of the range?

Ab­so­lutely. If your mum wants new speak­ers for her car, she’s prob­a­bly not go­ing to come and see me. But we’ve prob­a­bly got the largest range of au­dio items that cost more than $300 of any­one in New Zealand.

You come from a sound-pres­sure-level and sound-qual­ity back­ground; is that your tar­get mar­ket?

We do sell prod­ucts for $99 and so forth, but my main fo­cus is to try to in­spire peo­ple to see what a good au­dio sys­tem in a car can sound like and show them what can be achieved by spend­ing a bit more.

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