Arlington Heights-based Bang & Olufsen America Inc. on Tuesday is expected to launch its very high-end television that is so sensor-rich, it can adjust its own screen brightness automatically depending on the light level in the room.
Also, its remote control even could be programmed to open and close your drapes and to operate your home network system.
The BeoVision7, a 40-inch LCD screen, will be available to consumers this summer.
The price? A mere $13,250.
“It’s in a class by itself,” Bang & Olufsen America President Kim Gravesen said of the new television. B&O (www.bang-olufsen.com) has been offering video products for about 55 years.
“If you buy a Suburu, you’ll get four wheels and doors and a steering wheel. Or you could buy a Mercedes,” said Gravesen. “They both provide your basic needs, but the Mercedes gives you a different experience. That’s what we do.”
B&O offers high tech with high-end cabinetry by designers who specialize in contemporary styles.
“We, as a company, have two choices,” said Gravesen. “We can either accept it or reject it. We cannot change it, because it won’t remain true to the designer’s concept.”
The company, which has 49 stores nationwide — including one inside Abt Electronics in Glenview and another on Oak Street in Chicago — plans to add five more stores this year.
While the company is headquartered in Denmark, its American subsidiary was established in Chicago in 1970 and moved to Arlington Heights in 2001. Why establish its American home here when most of its stores are on the East and West coasts?
That came from company co-founder and board member, Jay A. Lipe, a Chicago attorney, who is a jazz musician in his spare time, said Gravesen.
“He wanted the best microphones, so years ago, he only bought our microphones,” Gravesen said. “When the company was deciding to open an office in America, he said, ‘Why not Chicago?’”
The company believes in slow but steady growth and will continue to cater to more affluent, higher educated customers, he said.
“We are one of the smallest, yet oldest, companies in the industry. And there is a reason for that,” said Gravesen. “We cater to a defined audience because we cannot compete with the mass market industry. We wish to remain in the high-end segment.”
No matter where you go, there you are.