Altera Expands Automotive Market in Central Europe with PRISMA

5/19/2004 - Altera Corporation (NASDAQ: ALTR) announced an agreement with PRISMA sales service GmbH to support Altera’s increasing sales activities within the automotive market in Central Europe. PRISMA’s strong technical and sales expertise will augment Altera’s Central Europe sales and distribution channel currently supported by SASCO Semiconductor and EBV Elektronik.

“The automotive electronics industry is seeing significant global growth, with Central Europe leading the way. This opens up numerous opportunities for Altera in the programmable logic market,” said Heinz Wübbena, managing director at PRISMA. “We are excited about the opportunity to offer customers a cost-effective and complete solution for a variety of applications within the automotive market.”

FPGAs offer design flexibility, time-to-market reduction and obsolescence prevention for automotive designers. Altera’s programmable logic devices, including MAX® CPLDs and CycloneTM FPGAs, combined with IP Cores, the Nios® soft processor, the Quartus® II design software, and development kits provide a flexible, low-cost design platform for the automotive industry. Altera’s programmable logic solutions are currently used in telematics, car radio, powertrain, body controller, and other automotive applications.

“Altera’s share of the automotive electronics market has seen nearly a four-fold increase over the last several years,” said Udo Renz, Altera area sales director, Central Europe. “By partnering with PRISMA, we are able to compliment our existing sales team and further penetrate the automotive market.”

PRISMA sales service GmbH is one of the leading manufacturer representatives for semiconductor vendors in Central Europe. The company is focused on demand creation for innovative products in various market segments like communications, industrial and automotive. A highly qualified team is working with the local customers to find well-tailored solutions for their next-generation products. By working with PRISMA, semiconductor vendors use a very focused technical sales force to promote new ‘ideas in silicon’ in the local market. You can find more information about PRISMA at

About Altera
Altera Corporation (NASDAQ: ALTR) is the world’s pioneer in system-on-a-programmable-chip (SOPC) solutions. Combining programmable logic technology with software tools, intellectual property, and technical services, Altera provides high-value programmable solutions to approximately 14,000 customers worldwide. More information is available at

Altera, The Programmable Solutions Company, the stylized Altera logo, specific device designations and all other words that are identified as trademarks and/or service marks are, unless noted otherwise, the trademarks and service marks of Altera Corporation in the U.S. and other countries.

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