DRIVING European sales has helped sat-nav firm Performance Products navigate its way along a profitable route.

The Runcorn-based firm, which manufactures and sells sat-nav devices and speed camera detectors, made a pre-tax profit of £421,000 in 2009 – although this was just one-quarter the £1.7m earned in 2008.

It grew sales by 3.5% in 2009, to £7.57m, with European sales becoming increasingly important to the company.

In 2006, it incurred “significant” set-up and marketing costs to boost future sales in Europe. This development work is now bearing fruit, with sales on the Continent worth £3m last year, up from £1.7m a year earlier, although European sales are at a lower margin than those in the UK.

It sells its products under the Snooper brand. They include sat-nav devices, especially for trucks and other large vehicles, and speed camera detectors.

A key feature is the AURA database, which provides drivers with notice of speed cameras and hazards. It is updated daily, more frequently than its competitors.

Last year the company also launched its latest golfing product, which calculates distances to any position on more than 4,000 golf courses across Europe.

Staff costs increased by £150,000, to £1.06m, although this rise was all due to an increase in directors’ earnings.

However, there was no dividend paid, unlike the £1.75m paid in 2008. The company’s profit was transferred to shareholders’ funds, which stood at £1.56m at the end of the year.

Performance Products marked 30 years in business last year after it was founded by Chris Ballard.

His sons, Stephen and Jason, along with finance director Shaun Tolley, now run the company.

ALEX TURNER