Digital radio manufacturer PURE is getting ready to promote in-car DAB radio with a £200,000 marketing push in the months leading up to 2010's summer of sport.

The PURE Highway set will be marketed with on-air promotion on Absolute Radio, Classic FM, Planet Rock and Talksport as the manufacturer bids to drive take-up of the service among motorists.

According to PURE, the Highway was the second bestselling car audio product by value and third bestselling by volume in 2009.

Colin Crawford, director of marketing, PURE said; "The consistent sales performance of the PURE Highway is real evidence that consumers want digital radio in their car. With the proposed date for digital switchover fast approaching, Highway represents a convenient and easy-to-use solution for the considerable number of cars on the road that do not already have a digital radio installed."

Ford Ennals, chief executive, DRUK (Digital Radio UK) said; "Sport on the radio is almost exclusively heard on the lower quality AM band. Highway enables listening to BBC Five Live and talkSPORT in digital quality sound and also makes BBC Five Live Sports Extra available – a win win for the driver, we believe."

The PURE Highway is an adaptor solution for the car that allows the user to listen to digital radio on the car's existing FM audio system. It is also possible to connect an iPod or MP3 player and listen to favourite tracks through the car stereo.