Bang & Olufsen and Aston Martin tie-up

Audio equipment manufacturer Bang & Olufsen and premium carmaker Aston Martin have announced a deal to develop the next generation of in-car audio systems.

Both companies are market leaders in their respective fields, and it is hoped the new partnership will allow for the creation of a range of new premium products.

"Without technological innovation, neither Aston Martin nor Bang & Olufsen would have achieved the reputation they have today as leaders in both design and performance," said Dr Ulrich Bez, Aston Martin's chief executive officer.

"Elegance and excellence go hand in hand, and designers, engineers and specialists in both companies will work closely together to develop the next benchmark in car audio."

Bang & Olufsen's chief executive officer, Torben Ballegard Sørensen, 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 heritage. Bang & Olufsen's values are rooted in passion and performance as well as design and craftsmanship," said Mr Sørensen.

"These are exactly the same values you experience in an Aston Martin."

"We have to create a synthesis of the senses in a sports car," emphasised Mr Sørensen.