Samsung Returns as an Aggressive Acquirer After 8 Years
From B&W to Marantz: Gaining Control of Renowned Audio Brands
Strengthening Car Audio Strategy: Targeting Ultra-Luxury Vehicles with B&W
Accelerating Audio Technology Integration Across All Samsung Products
Eight Years After the Harman Deal: Samsung's M&A Strategy in Motion Again
Focusing on Expanding Its Technology Ecosystem in AI, Healthcare, and Distribution
Samsung Electronics has returned to the large-scale mergers and acquisitions (M&A) market for the first time in eight years, acquiring a renowned global audio powerhouse. Through its subsidiary Harman, Samsung has acquired the audio division of US-based Masimo. This deal is seen as a "big deal" that goes beyond simply strengthening its brand, focusing on internalizing audio technology and reinforcing its comprehensive product ecosystem.
By securing a premium audio portfolio that includes high-end brands such as B&W, Denon, and Marantz, Harman has further solidified its position as a true global audio leader. Founded in the UK in 1966, B&W has represented the high-end audio market with its elegant design and sophisticated sound technology. Its flagship product, the Nautilus, is priced at 150 million KRW per unit. Denon is recognized as a pioneer of commercial CD players, while Marantz is renowned for its unrivaled technology in amplifiers and receivers.
With this acquisition, Harman has completed a portfolio that spans not only consumer audio but also the automotive audio market. By acquiring B&W, Harman can now strengthen its strategy of differentiating sound by vehicle model. The company has also gained a clear competitive edge against rival brands such as Bang & Olufsen (B&O).
Simply put, while Harman Kardon is positioned as a premium audio brand for high-end mass-market vehicles, the newly acquired B&W is classified as a high-end brand targeting audiophiles and professionals. In practice, Harman Kardon systems are primarily installed in mid-to-high-end vehicles such as BMW, Hyundai, and Volkswagen, while B&W is featured in luxury flagship models like the BMW 7 Series and Volvo XC90.
Beyond audio performance, B&W has established itself as a dedicated sound system for luxury car customers in terms of design, materials, and price. By directly acquiring B&W, Harman has now laid the strategic foundation to expand its portfolio into the ultra-luxury vehicle market, an area previously difficult for Harman Kardon or JBL to enter.
Harman already supplies navigation and audio systems to more than 50 million vehicles worldwide. Harman-branded audio is featured in premium vehicles such as the Volkswagen Golf and Arteon, Ford Mustang and F-150, Cadillac Escalade, and Genesis GV80. With Samsung Electronics now acquiring B&W, Denon, and Marantz through Harman, the company is considered to have assembled a "full set" in the audio sector.
Samsung has now secured the foundation to apply high-end audio technology across its entire product ecosystem, including smartphones, TVs, soundbars, and wireless earbuds. This is a strategic move to incorporate "sound," which has emerged as a key factor in consumer experience (CX) quality, into all Samsung product lines. In particular, seamless integration with Samsung's smart home platform, SmartThings, will enable intelligent audio experiences that automatically adjust sound according to the user's environment.
This transaction marks Samsung Electronics' first major M&A since acquiring Harman for approximately 9 trillion KRW in 2017. It is interpreted as an extension of its "technology internalization strategy," which aims to design the entire product ecosystem, rather than a one-off brand enhancement.
Over the past several years, Samsung Electronics has consistently acquired startups and specialized companies in future technology fields. The company has pursued a continuous strategy focused on technology internalization and product ecosystem expansion, rather than one-off M&As.
Beginning in 2016 with the acquisition of Canadian next-generation communications technology company NewNet Canada, Samsung intensified its efforts to strengthen AI-based services in 2017 by acquiring Greek voice synthesis startup Innoetics and Korean chatbot company Fluenty.
Since then, Samsung has continued to shift its focus from device-centric business to internalizing communications and AI technology by acquiring network quality analysis solution Zhilabs, multi-camera technology company Corephotonics, AI-based food analysis startup Foodient, and telecom design specialist TeleWorld Solutions.
From 2023, Harman has focused on advancing in-vehicle electronics technology, acquiring German AR head-up display software company Apostera and high-resolution audio platform Roon.
In 2024, Samsung Medison expanded into the digital healthcare market by acquiring French OB/GYN imaging startup Sonio. The company also secured scalability in distribution, knowledge information, and data by forming a joint venture with Lennox using its North American distribution network and incorporating knowledge graph technology firm Oxford Semantic Technologies.
This M&A trend is not just about acquiring technology, but is seen as part of a strategic shift to implement a "hyper-connected product platform" by integrating AI, data, and content technology into its hardware leadership.
Industry observers predict that this acquisition in the audio business signals that Samsung Electronics will accelerate M&A activities centered on next-generation core platform technologies, such as robotics, generative AI, and digital healthcare. Samsung is now being evaluated as a company that is once again actively acquiring other businesses.
A Samsung Electronics representative stated, "We plan to proactively pursue strategic M&As in order to secure global competitiveness based on an ecosystem, going beyond a product-centric strategy."
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