Released in the mid-1970s at a time when the Japanese economy was enjoying a period of remarkable growth, system components were an incredible hit, resulting in a sudden rise in the number of Japanese households owning stereo systems. In the 1980s, however, the concept of "one stereo for each household" gave way to that of "one stereo for each person." Users' needs were changing, and the emphasis was now on the joy of using a stereo (use value) or a means of expressing one' s individuality (fashion value), as opposed to the joy of simply owning a stereo (ownership value). Component-based stereos were about to be replaced by minicomponent systems, and it was in 1980 that Pioneer launched its Private minicomponent series.
Marketed under the slogan, "Now appearing on your desk, on your shelf, right by your side," the Private series captured the imagination of the country' s youth with its hitherto inconceivable shelf size (32-cm wide and 21-cm deep) and stunning new design. From 1985, Akina Nakamori, then one of Japan' s leading idols, was used as the campaign' s spokesperson. New products appeared one after the other, including a high-sound-quality minicomponent system with a CD player included as standard equipment, and the industry' s first stereo with a built-in telephone answering machine. Thanks to a solid lineup of products and clever marketing, the Private series became a major hit. Once in danger of being swamped by a wave of competition, Pioneer' s stereo system product line had successfully resurfaced to become one of the country' s leading brands.
With the arrival of headphone stereos and the increasing popularity of car stereos, the age had arrived when it was taken for granted that music was something one could listen to at any time and in any place, whether it be indoors, outdoors, or in a car. It became fashionable to record one' s favorite songs from records to cassette tapes, and this dubbing culture became even more widespread and sophisticated with the arrival of the digital compact disc. Stereos were no longer simply tools for listening to music. Customers now demanded functions that enabled them to record, edit, and produce music. This new culture also led to a dramatic increase in the number of women and young people buying stereos.
Regardless of these changes in the way people listened to music and the broadening of the audio market, the people at Pioneer, as dedicated music lovers, continued to focus on producing the perfect "sound." Pioneer' s inspiration has always been the joy of listening to music, and our goal is to share this excitement with as many people as possible.
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| Transport poster for the Private minicomponent stereo system, which was launched as a mainstream consumer product in response to diversifying consumer demand |
1981 The Private S9 with separate amplifier, tuner, and tape deck
Depth: 21 cm Combined price: ¥183,000 |
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