Kristian Tear CEO wrote:
From my point of view, we are in a commercial crisis. We don't sell enough of our products and the reason is that we are not succeeding with our sales and marketing execution from a variety of perspectives.
Yes, B&O is in a commercial crisis, BUT the main reason are their unbelievable many product / software quality issues.
Today customers just move on to another brand, when they do not get the user experience they expect for their money. You see that strong movement away from B&O in the current sales crash. Reason is that B&O worked really hard to loose all trust in their technical competence over the last years on the technical side (e.g. Beosound 5, Moment and B&O App) and on the support side (e.g. online support is not able to answer any technical questions adequately, no detailed technical manuals available, many B&O dealers are technically overstrained).
Nothing you can solve just with sales and marketing in my eyes.
First of all B&O has to solve all these software / firmware quality issues to give an user experience adequate to the brand expectations (= high price luxury brand) and second they have to go the long way of regaining trust by over-average service and support.
We will see in 2020 whether B&O still has the necessary breath / cash for a turnaround.