AEG, Telefunken, Grundig, all these are brand icons from the early days of radio and broadcasting, what today is called consumer or entertainment electronics. Now another one of these icons is taking a fresh approach, Blaupunkt.
Blaupunkt is the brand for car radios. For decades it struggled under the roof of Robert Bosch.
Like many automotive suppliers, Blaupunkt is fighting on two ends:
On the one hand there is enormous pressure on prices in OEM plus private label competition. On the other hand, brutal competition from low end manufacturers in what is called the after-market (yes, the industry should find a better name).
Since car stereo systems are not consumables, the after-market is comparatively small. Thus, Robert Bosch decided to keep the OEM business – now done under the Robert Bosch brand – and sold the Blaupunkt brand and the after-market business.
Aurelius AG, which also owns other consumer businesses in spirits and fashion, bought Blaupunkt. And, like Telefunken and Grundig, they want to grow with brand licenses now.