Aural Fixation - Pioneer Pumps Up The Jam

Japanese artisanal speakers handcrafted since 1937.

- Ed Tahaney

I’M SITTING BEHIND the wheel of a Subaru Impreza about 250 miles north of Tokyo listening to Bruno Mars’ “That’s What I Like” on the latest Pioneer audio system. I’m not a huge fan of the pop star, but I am suddenly a big fan of the new Pioneer Z series speakers. Thanks to a healthy amp, tweeter, mid-bass, and a 400-watt subwoofer, Mars sounds like he’s singing in the back seat. The high-performance TS-Z65CH speakers produce a rich, clear, and dynamic sound inside the Subie, far beyond the simple Pioneer speakers you might have had in your ’80s Camaro.

The car is actually parked inside a carpeted garage at the Tohoku Pioneer Corporation’s test center. Engineers and technicians take us from car to car to sample a range of sounds— from pop to classical. If you are like millions of Americans, you’ve probably listened to Pioneer speakers in a vehicle at some point. Pioneer founder Nozomu Matsumoto handcrafted his first speaker in 1937 in his Tokyo garage; the company was founded the following year.