Bang & Olufsen Automotive began a vast and wide-ranging business development project to enter an entirely new industry. This also required the company to structure innovation processes and to carry out complex project management involving large, global clients. Janus Juul Rasmussen, the founder of what was later to become Six Theta, assisted on a specific aspect of this process – establishing and nurturing a positive relationship between Bang & Olufsen Automotive and Audi. His work in this project helped him further develop the principles and concept of Six Theta® as we know it today.
In just a few years, Bang & Olufsen Automotive achieved a unique position by expanding the market for high-end sound systems for cars. The company’s exciting and in-demand innovative developments mean that they have been able to launch at a price six times greater than that of conventional sound systems for cars.
We feel that we have found a Blue Ocean market with almost no competitors. There is no doubt that competitors will enter the market at some point, considering our success. However, at that time, we will have a good head start …Jens Peter Zinck Vice President, B&O Automotive.
Successfully launched a sound system at a price six times higher than the conventional