Driven by passion for great sound and by the desire to cut through the marketing hype and over-elaboration that had become pervasive in the audio industry, NAD’s mission is to provide what people really want instead of what they are being sold.

In the beginning, people who wanted something better than mass-market radios and phonographs searched out public-address equipment and put the cumbersome pieces together as best they could. Some of them went into business to make what they were not finding. By the time the "Rock Revolution" of the 1960s occurred, the interest in good equipment had become so obvious that the major players in the electronics industry had moved in to harvest the business that the audio pioneers had created. They brought a lot of expense, complexity, and hyperbole with them.

AT NAD, they got back to the point — to the reality behind the knobs and the increasingly expensive faceplates. And NAD is still doing that today with every piece of equipment they design. The real point of all audio equipment for the home is obviously enjoyment — of lifelike, involving sound from music and movies. They have never lost sight of the central aim of music enjoyment and the three qualities central to creating it are performance, value, and simplicity.

In audio electronics, the bottom line is that the waveforms that go to a loudspeaker should be in every possible respect as identical as possible to the ones that were originally produced. They should look exactly like the originals and they should have the same time-relationships and dynamics they did at the outset.

NAD is in business to serve people who want to spend what is needed, not what the traffic will bear. The absolute rock-bottom principle from which NAD design philosophy operates is that good design is never at the listener's expense. We throw ingenuity rather than money at design challenges.

Complexity is the enemy of good performance in audio equipment. Every step up in the elaboration of an electronic circuit is another chance to get it wrong. Unnecessary elaboration and expense go hand in hand with distortion of some aspect of performance. Siplicity and high value encourages the kind of thinking that produces excellence.  AT NAD, they put their focus on the inside where it counts, and you can hear the results.

NAD Electronics