Strategy in TECH...
Thiel Audio, in a series of press releases on their website, announced multiple new products to be launched at this week’s CES in Las Vegas. Some of these new products are being launched under the Thiel brand name, while others are being offered under the Aurora brand – a brand that was originally created for a 4K music venue at the company’s headquarters in Nashville, TN.
This launch represents what the company hopes will be the next chapter in the troubled brand’s long-running saga.
On Monday of this week, Thiel Audio Products, Inc. unexpectedly announced that it has hired a new CEO for the organization. This announcement appears to refer to the CEO we previously told you about back in October 2015, although the release announces his appointment retroactively, effective January 15, 2016.
Thiel Audio unexpectedly announced late today that it would show and demonstrate a new product – a powered subwoofer – at next month’s CES show in Las Vegas, Nevada. This new subwoofer, called the SmartSub™ 1.12, is the first new product introduced by Thiel in a year and appears to contain several new technologies for the company including Wi-Fi integration, app control, advanced signal processing and more.
Tipped off by a source, we have learned that the turmoil at Thiel Audio continues, as yet another wave of executives have arrived and departed – leaving the company ostensibly leaderless and seemingly adrift in the market. The revolving executive door at Thiel seems to be an annual event as we await news on yet another team to jump in the saddle…or into the fire, depending on your perspective.
Thiel Audio announced this week that it will introduce a new loudspeaker system – the TT1 – at the upcoming Consumer Electronics Show (CES) in Las Vegas in January. Calling it an “ultimate performance three-way loudspeaker,” the announcement is the first major launch since the current management team was put in place earlier this year.
In a notice emailed to dealers last Thursday sporting a spiffy new corporate logo, Thiel took what appears to be the first step in what is promised to be a stream of “regular communications from us” regarding the company’s transformation from a legendary audiophile loudspeaker brand to a…well to what, we just don’t know yet. But what we do know is that the company has begun this transformation by terminating its entire national independent sales representative sales force.
[Read more…] about In First Step of Transformation, Thiel Terminates Reps
In a telephone interview today, new Thiel Audio CEO John Wittman told us that the company “struck a chord with me personally,” virtually compelling him to take over as CEO after the owners’ invited him to look at the company last winter. Over the course of an interview that went on for more than a hour, Wittman candidly shared his thoughts and perspectives in an enthusiastic and – to the degree he felt appropriate – open manner.
Thiel Audio dealers were surprised to receive an email Wednesday from the company announcing plans to – in their words – “revitalize” the storied audio brand. We last reported in April that the company had finally acknowledged to its dealers that it was moving its operations to Nashville, TN – after 38 years in Lexington, KY. This acknowledgement came one week after we reported to Strata-gee readers that the company planned to move.
Since then, the company has been silent. Now, this announcement sets out a new agenda for change – and it is an ambitious one.
Last week, we told you about the many changes we learned that were taking place at Thiel Audio – some of which we characterized as “troubling.” Thiel, a storied brand whose products were originally based on technology and research from co-founder Jim Thiel, was purchased by a group of investors in 2012. Last week, we learned that these investors were closing up the Thiel factory in Lexington, KY – the company’s base of operations for 38-years – and moving it to their home base of Nashville, TN.
When we first heard this news, we reached out to the company, but they declined to speak with us.
Thiel Audio Products Company (Thiel), the iconic high-end speaker manufacturer founded in 1976 in Lexington, KY by engineer Jim Thiel and two friends – and purchased by investors in 2012 – is in the throes of major change as we mentioned in our post last month. Now new details are slowly emerging…some of which are troubling.
