By: Stacy Runnels

There was a time when drivers and passengers had only a crackling radio on a single frequency for entertainment. Today, car audio systems are sophisticated multimedia setups capable of integrating with all kinds of music content platforms. These systems deliver truly stunning sound quality with customizable volume, tonal balance, and rich bass.

But let’s skip the technical advice. Instead, we’ll take a fascinating journey through the evolution of car audio, guided by Aleksei Grigorenko, a renowned expert in designing and installing high-end car audio systems, author of custom innovations, award-winning audio specialist, and honorary member of the Bass Wars association. He’s also a regular participant and judge at car audio competitions.

 Aleksei, what was the prototype of modern car audio systems?

The first car radio, released in the early 1930s by Galvin Manufacturing Corporation, which later became known as Motorola. The first model, “Motorola 5T71,” was priced at $130, an incredible amount at the time, but it marked the first step in integrating audio systems into vehicles. Drivers and passengers could now listen to music and news on the go. By the mid-1950s, car radios were standard in America. AM/FM receivers expanded the range of available stations, and in the 1960s, cassette players allowed drivers to listen to their favorite music, not just the radio.

So, this was the era when car audio tuning started to take shape, right?

The integration of amplifiers and equalizers into cassette players, allowing users to adjust the sound to their liking, began about a decade later. But the industry really took off in 1984, when Sony introduced the first car CD player. CDs offered much better sound quality than cassettes, and the subwoofers of the 90s introduced music lovers to deep, rich bass.

And car audio has kept pace with modern technology ever since?

Pretty much. The invention of the MP3 player and iPod in the 2000s forced the industry to adapt to new trends. USB ports, AUX inputs, and Bluetooth for wireless connectivity became standard features. Navigation systems and smartphone integration also evolved rapidly. In this environment, car audio had no choice but to become part of the broader ecosystem (laughs). However, I believe the era of truly high-quality sound began relatively recently, around 2010-2013. And with the advent of Bluetooth 5.0, which allowed seamless streaming from phones to the car’s built-in radio, everything changed.

That’s when you decided to join Pride Car Audio, which is now known for producing subwoofers, speakers, and amplifiers that are accessible to a broad audience while maintaining premium quality, right?

Yes, that was in 2013. At the time, premium systems had already become standard for mid-range and high-end cars. The era of loud car audio, with systems capable of filling streets and stadiums with sound, had begun.

My team and I thought, why not offer the industry our vision? And so, we began developing our own designs. To this day, I work closely with the Pride Car Audio brand, representing it internationally and installing its equipment in both my projects and those of my clients.

You have over 500 successful projects, some of which have won prestigious international awards.

Some projects, like the loud Lada, which I brought to the U.S. and showcased with outstanding results at car audio competitions, are priceless. You simply can’t put a price on them.

But if you had to estimate the cost of your unique modifications to this car, what would it be?

I wouldn’t sell the whole project for even $100,000.

Aleksei, you’re originally from Saint Petersburg, Russia, but you established your business in Europe. Why?

It was a matter of circumstance. In 2016, I moved to Estonia with my family. I founded a company that still operates today, distributing Pride Car Audio products internationally. I also opened a car audio installation center where I built custom show cars for competitions, both for myself and on commission.

Europe has known you for a while, but America only saw your work in 2023.

That’s true. Last year, I brought three show cars—a Mercedes Benz S Class, Audi A6, and Lada to the U.S. for two major events: Slamology 2023 and the “Heat Wave Show” in Texas. The preparation, formalities, and costs were immense, but it was worth it. The projects were a big hit with American car audio enthusiasts and tuning experts alike, receiving recognition and awards.

What are your impressions of the U.S.? Is there a big difference in car audio and tuning culture between the U.S. and Europe?

My impressions of America are so vibrant that it is hard to believe that it’s been almost two years since I moved here (laughs). In that time, I’ve gotten a good sense of the market, and I must say, it’s very different from Estonia and Europe in general.

It seems to me that Americans have a passion for tuning and upgrades built into their DNA. It’s passed down through generations. People here don’t just love their cars they cherish them and constantly strive to improve them, whether to show off at exhibitions or sell at prestigious auctions. 

I’ve seen something similar in Sweden and Finland. I really hope that one day the car tuning culture in Estonia, where I spent the last six years, will reach the same level, and car audio will be as in demand there as it is in the U.S. today.

Aleksei, thank you for the fascinating conversation. What would you like to say to car audio fans and those just getting into this field?

If you’re passionate about music and appreciate good sound, deep bass, and clarity, don’t skimp on quality components and find a skilled professional who can install, tune, and test the audio system.

Car audio is a hobby that requires a significant investment of time and attention. Without knowledge, you won’t create a high-quality, loud, and impressive project on the first try. It’s a long, meticulous process, but it’s worth it. And to become an expert in this field, you need to pursue additional education, stay updated on industry trends, and have a logical mindset. You also need to understand how to work with various materials and how to craft custom mounts, enclosures, and installations for vehicles.

I believe the future of car audio will continue to evolve, with production becoming more streamlined and innovation becoming an everyday norm. Installation processes have already been simplified with the use of AI, 3D scanners, printers, CNC machines, and other advanced technologies for designing and integrating equipment into cars. 

This aims a lot of exciting new developments. But to achieve truly immersive sound that fills you with emotion and euphoria, a professional needs to fine-tune the system after installation no matter if you installed it yourself in your garage. I wish everyone success in their car audio journeys.

Published by: Josh Tatunay