• December 27, 2004

Sirius Satellite Radio announced it surpassed its year-end target of one million subscribers, thanks to robust holiday sales, aggressive marketing, and high-profile deals, such as the widely publicized get of on-air radio host Howard Stern, who will begin broadcasting on Sirius in January 2006.

Among the most significant marketing efforts was the company's deals with automobile manufacturers to provide Sirius as an option for new car buyers. Sirius now is available as a factory and/or dealer installed option in a growing Audi, BMW, Chrysler, Dodge, Ford, Infiniti, Jeep, Lincoln-Mercury, Mazda, Mercedes-Benz, MINI, Nissan, Porsche, Volkswagen and Volvo. Next February, Toyota, Lexus, and Scion will be added to the satellite radio company's roster.

Despite Sirius's recent gains, the company has some catching up to do. Sirius's chief rival, XM Satellite Radio, boasted it had exceeded a goal of 3.1 million subscribers this holiday season. XM attributed its growth as the leading satellite radio company to a variety of "next-generation" products including the Delphi MyFi --the first portable, hand-held satellite radio - which is featured in a new TV commercial with Elton John.

-- David Kaplan