Bang & Olufsen Release Beosound Premiere at a Lower Price Point than Current Top End Soundbar.

Bang & Olufsen have announced and released a brand new Soundbar into their range, the Beosound Premiere.  With the same type of directional audio lens type technology employed in many of its other models, this is likely to present an all in one audio solution for those desiring it.  Or the centrepiece in an ultra high end surround sound cinema setup.

However, what we find most interesting and compelling about this is its price point.  At £3,900.00 as a starting price, it is less than 50% the price of the Beosound Theatre, currently B&O's top Soundbar.  This is an odd decision.  Especially given the brands recent pricing and market positioning decisions.  See for example the grossly overpriced Beo Grace earbuds.  

Yet celebrating might be unwise.  This is still a considerable amount more expensive than the Resound Stage, which currently costs £2,300.00, and which appears to show low stock on the UK site.  This means that the Stage will probably be discontinued, and the Premiere will be the new low end Soundbar.  That makes more sense in respect of the direction Bang Olufsen is moving in.  With that direction being one of nonsensical out of touch pricing.

It's a real pity the brand is moving this way.  We have mentioned it before, but it bears repeating.  This seems a violent counter-reaction against their 2010's "Beo Play" range, which was an attempt to produce a budget range.  That rightly failed, but the new movement is taking the brand into he stratosphere in the worst way.  Adjusted for inflation their prices are considerably more than they were 20 years ago.  Which might be one of the reasons they are struggling financially, which a cursory look at their annual earnings report demonstrates.

We very much hope this doesn't continue.  If it does the brand risks being purchased by a company that will strip away everything that made it great, such as (horror) LVMH.