In a move that could have electric guitarists and motorcyclists (a Venn diagram that I predict has a lot of overlap) very excited, BMW has partnered with Marshall Amplification on its upcoming sound systems.
The companies will work together on many future products and the first new products using a Marshall sound system will be unveiled on July 29, BMW says.
Marshall Amplification, known the world over for its guitar amps, was founded in the UK more than 60 years ago in London. Since 2012, it has worked to make headphones and active speakers. The two brands have signed a long-term commitment to work on sound systems together.
Read Also: Alfa Romeo MiTo By Marshall Has a Massive Guitar Amplifier in the Boot
BMW says that it will work with Marshall to develop innovative products for motorcycles and music, especially in the BMW Motorrad Heritage segment.
The segment contains bikes like the R Nine T, a roadster that harkens back to the bikes of the ’60s and ’70s, and sometimes even back to the ’30s. BMW also sells clothing and other products that are separate from but related to motorcycles, through its Motorrad Heritage department.
BMW is hardly the first manufacturer to partner with a company known for its connection to electric guitars and classic rock. Volkswagen has a longstanding partnership with Fender. The Alfa Romeo MiTo was also once sold with a trunkful of Marshall amps.
Other automakers, too, have made a habit of partnering with well-established sound companies like Bowers and Wilkins with BMW’s car brand and Bang & Olufsen with Audi and others.
