ORA Electronics takes a hands-off approach to cellular telephone use.

ORA Electronics takes a hands-off approach.

The Chatsworth-based high-tech company, maker of add-ons and other gizmos for telephones, pagers and computers, unveiled its latest gadgets recently at the big Consumer Electronics Show in Las Vegas.

The devices - called Telecar and Charge & Talk - expand the uses of cellular phones for drivers without taking their hands off the steering wheel.

As described by ORA, the devices provide "a hands-free communication, navigation and entertainment interface for vehicles."

ORA developed Telecar with Delco Electronics Corp., the international automobile electronics company.

"We are integrating the car electronics system with the cellular phone," said ORA President and founder Gershon Cooper, who is 46. "The cars of the future are going to be like giant computers with wheels."

The basic Telecar unit connects a cellular phone to a Delco audio system and allows the driver to use the phone without taking his hands off the steering wheel. In addition, the device automatically lowers the sound of the radio when the phone is in use.

Telecar, which is not yet in retail stores, will sell for a little less than $100.

When combined with an cellular phone add-on called Telepath, designed by Delco, Telecar provides a hands-off phone unit, plus a car navigation system and enhanced audio entertainment programming.

Directional finder

"Say you're in a strange city and you want to go to a restaurant, the navigational system will tell you how to get there," said Elaine Murphy, a spokeswoman for the company.

The navigational system works by inserting a card, which is about the size of a credit card, into a unit that then displays the directions. Each card covers a particular geographic area. For instance, there is a card for Los Angeles.

The other new product introduced at the Las Vegas show, Charge & Talk, also allows hands-free use of a cellular phone while at the same time recharging the phone's battery.

The Charge & Talk unit is being shipped to stores this month and will have a retail price of $69.95.

Hands-off units use earphones and buttons on the steering wheel to operate cellular phones.

ORA is owned by Alliance Research Corp., a private company headquartered in Chatsworth. The company is 21 years old and has about 200 employees. Cooper, who also heads Alliance, declined to reveal revenues but said ORA's annual sales exceed $10 million.

"We're the leader in the after market for cellular phones," said Cooper.

The company has about 30 products, mostly connected to cellular phones. Among the more recent products are VibraRing, which vibrates rather than rings; Travel Talk, a portable speaker-phone; and Fast Charger Plus, a high-tech battery charger for cellular phones.

Among the company's older products are antennas for cellular phones, amplifiers for cellular phones, battery recharging devices, and start-up kits for new cellular-phone owners.