Bang & Olufsen’s surround sound in BMW
Danish audio and video company Bang & Olufsen is joining forces with German automaker BMW to offer an in-car audio system.
The surround sound system will be available in the United States as an option when customizing a BMW Individual 6 Series Gran Coupe. The collaboration of the two brands will likely create a greater sense of awareness across both sets of brand enthusiasts.
“The Series 6 at $152,000 is a stretch for BMW, every possible touch-point should be enhanced,” said Chris Ramey, president of Affluent Insights, Miami, FL.
“Bang & Olufsen serves a strategic purpose,” he said. “Regardless of the price point, collaborating with other kindred-spirit brands is a pillar of luxury marketing today.”
Mr. Ramey is not affiliated with Bang & Olufsen, but agreed to comment as an industry expert.
Bang & Olufsen did not respond by press deadline.
True surround sound
The BMW Individual series is a personalized vehicle that aims to please the most fastidious consumers.
On BMW’s Web site, the potential consumer can individualize their car prior to stepping in the showroom.
The options range from the exterior and interior colors to the size of the wheels and driver assistance options. In the Executive Package, consumers can select Bang & Olufsen Sound System for an additional $3,700.
BMW online customization
After completing the personalization process, consumers can request a quote from their local BMW dealer.
The Bang & Olufsen surround sound features 16 loudspeakers with Acoustic Lens Technology that allow every passenger an equal sound experience.
Each speaker has bespoke aluminum grilles with an exclusive brushed black finish with LED illumination. The system also features Bang & Olufsen’s signature motorized tweeter, which rises from the dashboard.
Bang & Olufsen dashboard tweeter
The system also has Vehicle Noise Compensation which automatically adjusts the sound in the car to compensate for external and internal noise through its on-board microphone.
This collaboration will increase consumer exposure to both of the involved brands.
Brand partnerships
Bang & Olufsen and BMW have both previously partnered with other companies to bolster brand awareness.
For instance, Bang & Olufsen partnered with online menswear retailer Mr Porter to increase consumer exposure to the brand’s less expensive B&O Play product collection.
Bang & Olufsen’s award-winning B&O Play collection was sold, alongside other luxury products, through Mr Porter in the United States. B&O Play debuted in January 2012 to appeal to design enthusiasts looking to stay digitally connected (see story).
Fairmont Hotels & Resorts boosted service by partnering with BMW of North America to offer complimentary local shuttle service in the automaker’s vehicles for Fairmont President’s Club members.
The BMW 750i sedan was used for the hotel’s chauffeur service at all Fairmont properties in the United States. The chauffeur service was exclusively available for Fairmont President’s Club members (see story).
Collaboration between two brands is only productive if both brands hold similar standards and goals. If these are shared, the mixture of the companies can benefit both the brands and the consumers.
“The affluent expect collaborations, they judge brands by the brands to whom they associate,” Mr. Ramey said.
“Collaborating is important if you’re a BMW; it’s an imperative if you’re not,” he said. “Collaborations transfer the values of one brand to the other.
“If you want to be known for service then be seen alongside The Ritz-Carlton or Four Seasons. If you want to be known for engineering/design then be seen inside a BMW.”
Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York