As vice president of marketing for Pioneer’s Car Electronics Division, Ted Cardenas is responsible for overall brand strategy, sales initiatives, promotional activities and advertising. He and his team focuses on the primary goals of educating consumers about Pioneer’s in-vehicle entertainment, navigation and connectivity solutions, while building excitement and demand that directs them to its retail and distribution partners. Since 2007, he has been an active member of the CEA Automotive Electronics Division Board. Over his 20+-year career, Ted Cardenas has always provided a grass-roots perspective, helping the industry generate sales while providing product solutions that satisfy consumer needs and demands. He is most effective at maximizing the natural synergy that exists between the automotive enthusiast and the automotive electronics industry. Cardenas conducts day-to-day business with a clear understanding of the importance of learning something from a retailer, distributor or consumer and knows that it is equally critical to teach and share in order to help the industry continue to grow.