Auto Channel

Danish electronics maker Bang & Olufsen has announced a new partnership with British automaker Aston Martin to "revolutionize the luxury automotive sector." B&O, most known for their uber-expensive, sheek, and stylish stereos, speakers, and televisions, will likely be incorporating their products in future Aston models.

B&O already makes a $1,065 7.1-channel surround sound system for the Audi A4 (see the photos at right), but a strategic alliance with Aston Martin seems more inline with the Danish company's strategy. B&O Chief Executive Officer Torben Ballegard Sorensen acknowledged this in a press release by saying, "There are deep similarities between our cultures and heritages."

Ballegard went on to cite both company's roots in "passion," "performance," "design and craftsmanship."

Across the North Sea, Aston Martin CEO Ulrich Bez remarked about how Bang & Olufsen products should fit seamlessly within Aston Martin vehicles. "Elegance and excellence go hand in han, and designers, engineers and specialists in both companies will work closely together to achieve a benchmark result."

Eventually, we expect to see Bang & Olufsen entertainment and navigation systems optionally available on future Aston Martins. The system available on the A4 is a 505 watt, 14 speaker neighborhood disturbance machine with 10 amplifier channels.

Press Release

Bang & Olufsen Aligns With Aston Martin for Creative Partnership

STRUER, Denmark, Dec. 10 /PRNewswire/ -- Bang & Olufsen, the Danish
provider of high end audio and video products, and Aston Martin, the leader
in producing exclusive high-performance automobiles, proudly unveil a
creative and strategic partnership that will revolutionize the luxury
automotive sector. Together, the brands present a union of two innovative
companies with a proud tradition in technology and design. Both Bang &
Olufsen and Aston Martin blend an unrelenting quest for technical
excellence with an uncompromising commitment to quality and style, and have
the courage to go far beyond the conventional.

Dr. Ulrich Bez, Aston Martin's Chief Executive Officer, describes the
new association between the companies as a landmark collaboration of two
market leaders. "Without technological innovation, neither Aston Martin nor
Bang & Olufsen would have achieved the reputation they have today as
leaders in both design and performance," he says. "Elegance and excellence
go hand in hand, and designers, engineers and specialists in both companies
will work closely together to achieve a benchmark result."

Bang & Olufsen's Chief Executive Officer Torben Ballegard Sorensen also
believes the two companies have much in common, and not just in terms of
esteem and ambition. "There are deep similarities between our cultures and
heritages," he says. "Bang & Olufsen's values are rooted in passion and
performance as well as design and craftsmanship, and these exact values are
experienced in an Aston Martin."

Renowned for much more than unparalleled performance on road and track,
an Aston Martin combines refinement with exhilaration, a key component of
which is the sound of the engine -- as finely tuned as a musical
instrument. Along these same lines, Bang & Olufsen is known all over the
world for producing state-of-the-art audio and video products of the
highest quality materials with the utmost in sound and picture performance,
as well as a magical experience with each use.

Both companies appreciate the value of individuality, and at Bang &
Olufsen there is a very real human element to every stage of the design and
manufacturing processes, from the integral role played by the classically
trained tonmeister, to the hand finishing of the products. Aston Martin
takes the same approach, as each engine bears the signature of the engineer
who signed off on it.

About Bang & Olufsen a/s

Founded in 1925 in Struer, Denmark, Bang & Olufsen a/s is world
renowned for its distinctive range of quality consumer electronic products
that represent our vision: Courage to constantly question the ordinary in
search of surprising, long-lasting experiences. The Bang & Olufsen Group
manufactures a unique range of televisions, music systems, loudspeakers,
telephones and multimedia products. The company has approximately 2,500
employees and the products are sold in more than 100 countries worldwide.
The turnover for the 2006/2007 financial year was DKK 4,376 million (USD
801 million). Further information about Bang & Olufsen a/s is available
from http://www.bang-olufsen.com



SOURCE Bang & Olufsen