From Cardiff to a Global Audience

When ZZ2 launched their Insider 12V Podcast — a show built around real conversations from inside the car audio industry — Episode 5 brought together voices from across the globe. Tiago, ZZ2’s VP from Brazil. Carl Huntington, 20+ years deep in UK distribution and manufacturing. And representing Cardiff, Wales, on a genuinely international stage: Waz from B&B Audioconcepts.

The episode wasn’t a product pitch. It was an honest, sometimes funny, often insightful conversation about what actually holds this industry together — and Waz’s contribution, drawn from 35 years in the trade, gave the whole thing real weight.

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“People Buy Off People” — The Theme of the Whole Episode

If there’s one line that sums up the entire 40-minute conversation, it’s this: people buy off people, not off companies. Waz made the point directly — he’ll sometimes pay more for a product simply because he likes the company behind it. That’s not bad business sense. That’s exactly how this industry has always worked.

Carl Huntington, who has known Waz for almost 20 years through their work together in car security and audio distribution, put it perfectly: “If you have good relationships and you stand true to yourself and the people you’re representing, you form a family in the industry that are together through thick and thin.”

It’s a sentiment that came up again and again throughout the episode, echoed by every guest from every country represented — the UK, the US, Portugal, Brazil. The industry really is small enough that everybody genuinely does know everybody.

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35 Years in the Trade — Before the Internet Existed

Waz didn’t shy away from explaining exactly how long he’s been doing this. “I’ve been in the business 35 years. When I began, there was a lot of competition initially — a lot of businesses because there was no internet. That’s how old I am.” Back then, selling happened through magazines and local shops. In his own town alone, eight different shops were selling the exact same equipment.

Over time, the internet changed everything — pricing transparency, 24/7 availability, and a wave of shop closures that thinned the industry down to the businesses that genuinely earned their place. Waz’s own description of his approach has stayed remarkably consistent through all of that change: “I’m old school. I like to sell. That’s my beauty. I love to sell.”

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The McLaren Video That Started a Partnership

One of the most genuinely interesting moments in the episode came from Carl, explaining how the ZZ2 partnership actually began. Long before any formal business conversation took place, Waz had already been watching ZZ2 from a distance. “I’d seen your video with the McLaren and you done an Apple car. This is way before I met you. So I was aware of your promotions and I was always looking for product.”

That’s a genuinely important point for any business to hear — sometimes the marketing that feels small or insignificant to the team creating it is exactly the thing that gets noticed by the right person at the right time, months or even years before any deal is done.

It wasn’t until Waz and Carl finally met in person at a Las Vegas trade show that things properly clicked. As Carl put it: “I think it was just perfect alignment of the stars. You guys were looking to go worldwide, and I saw there was a definite opportunity here.” Online visibility opened the door. A face-to-face conversation closed the deal.

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The BMW E36 Story — When the Customer Wanted CarPlay Without Looking Modern

Asked about a specific install, Waz shared a brilliant real-world example that anyone running a classic or retro-styled vehicle will recognise immediately. A customer with a BMW E36 wanted Apple CarPlay — but absolutely did not want anything that looked modern sitting in his classic dashboard.

Waz fitted a ZZ2 single-DIN unit designed specifically to retain a period-correct look. “It just looked right. When it was off, it just looked like a radio that was from that period. When it was on, the guy had maps and Spotify, and he was very happy. And we were happy with the result. It was an easy fit. I should say ZZ fit — not easy fit.”

That last point is the one worth sitting with. The customer didn’t just want CarPlay — he wanted a period-correct retrofit that the major branded manufacturers simply didn’t make. Finding the right niche solution rather than forcing a generic product onto every car is exactly the kind of specialist knowledge that separates a true car audio expert from a standard fitter.

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“Does It Do Apple? Does It Do Android?” — The Industry’s Biggest Shift

Few moments in the episode captured the current state of the car industry better than Waz’s observation about how vehicles are marketed today. “Apple CarPlay and Android Auto is taking over the world. That’s all people want. They don’t even want a 2 litre or 3 litre car. They just want — does it do Android? Does it do Apple? And even marketing in the UK now, they don’t say this is a 2 litre eco-friendly model. They just say Apple CarPlay is available, Android Auto is available, reverse camera is available.”

It’s a genuinely striking shift. “I’ve come from a year of — what BHP is this car? What Newton torque is this car? Now it’s tech.” Connectivity has overtaken horsepower as the headline feature for the average buyer — which is exactly the demand B&B Audioconcepts Cardiff sees walk through the door every single week.

Wired or Wireless? Waz’s Honest Take

When asked the inevitable wired-versus-wireless question, Waz gave a genuinely practical answer rather than just following the trend. “I love wired because, you know, you drive 2 hours and you’re using Waze, you’re using Spotify, various applications, and you get to your place — you’re going to a concert, you get out, and your phone is showing 50%. You’re like, ‘damn, I need to be videoing this.'” His actual advice to customers: “If you’re driving around locally, use wireless. If you’re travelling 2-3 hours, plug the damn thing in — then when you get to your destination, your phone is still working.” Practical, honest, and exactly the kind of advice that builds trust rather than just pushing whatever’s trendiest.

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Why ZZ2, in Waz’s Own Words

Waz didn’t hold back on why B&B Audioconcepts backs ZZ2 so heavily. The honesty was refreshing — this wasn’t a scripted endorsement. “Let’s be honest, nobody wants the standard brands no more. Yes, they’ve had 30, 40 years of being at the top. But I’m afraid they don’t fit 95% of the vehicles. They’re a little bit like Kodak — they’ve not moved with the times.”

On generic alternatives from unverified overseas suppliers, the warning was direct: “When I do speak to the Chinese or so forth, they’re interested in selling you a box. But when you have a problem, they just avoid you.” Reliability, support and accountability after the sale matter just as much as the product itself — arguably more.

Asked about his favourite ZZ2 product specifically, the answer was immediate: “I like the screens — the upgrade for Mercedes, Audi and BMW. I just love the boot up time, the visual, the crystal clearness.” But it was a smaller detail that genuinely won him over: “The biggest advantage is you guys have a manual in the box — because obviously the Chinese ones don’t, and you’re like, ‘what’s this yellow wire, what’s this green wire?’ Now there’s a little manual, you have a read, there’s a nice page on how to set up a new phone. It just makes it neat, it just makes it professional.”

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Four Generations of the Same Family — That’s the Real Measure of Trust

Perhaps the most powerful statistic Waz shared in the entire episode wasn’t about products at all — it was about loyalty spanning decades. “I’m into like four generations of families where the granddad, dad, son, son’s kid — it’s crazy to see people come back after that many years, because you must be doing something right.”

That kind of multi-generational trust cannot be bought, advertised or faked. It’s built one honest installation at a time, over decades, exactly the way Waz describes his entire approach to the trade — and it’s the single best explanation for why B&B Audioconcepts Cardiff has the reputation it has today.

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FAQ — About This Podcast Episode

ZZ2 Authorised Dealer Cardiff — B&B Audioconcepts

Whether you’re in Cardiff, Penarth, Barry, Newport, Pontypridd, Bridgend or the Vale of Glamorgan and you want a screen upgrade, Apple CarPlay retrofit or classic-look conversion fitted by a genuine specialist with 35 years in the trade — B&B Audioconcepts on Penarth Road Cardiff is the team featured in this very podcast episode.

Find us at Unit C1, West Point Industrial Estate, Penarth Road, Cardiff CF11 8JQ.