Epsilon Electronics decided to create a joint venture with Olufben to develop a new kind of car speakers. Epsilon Electronics has always been in the business of making premium audio equipment for luxury cars but they knew there was room for improvement. Epsilon Electronics always thought that Olufben had the best audio quality when it came to speakers interacting with subwoofers. They wanted this technology within their products. They create a joint venture company named Olue, and they started to manufacture speakers that were specially made European automakers such as BMW, Mercedes, Lotus, and Aston Martin’s. For a while, Polk audio controlled the market in Europe but as soon as their joint venture got wind, many carmakers across the sea wanted to see all the fuss. They had Olue to fly in to Europe for a car show to display the new technologies that carmakers can implement. When it came to audio speakers, Olue stole the show. The sound was amazing, it was crystal clear on the loudest setting and no other car audio speaker can do what they did; however, Epsilon Electronics decided to buy out Olue and Olufben honestly didn’t care since they were in home audio equipment and headphones.
Olue became part of Epsilon Electronics and with the added marketing of the car show conference in Europe, they became quite popular in North America as well. They started to sell their speakers to mustangs and corvettes. They signed a deal with dodge to have the system in the Viper but it fell flat since Viper became discontinued. Now they slowly caught Japanese carmakers attention; however, it was the cars that were marketed for average income drivers who drove Civics or Corollas and such. Nissan GTR’s were developing there own audio system to stand out from the rest but they did not pose a threat since that was in house and not a third party company making speakers. They had competition with Polk audio and Bose in the international market and shockingly, Epsilon Electronicswas doing quite well due to their new set of speakers from the Olue. The competition was quite fierce but didn’t scare Epsilon Electronics. They started to focus on the aesthetics of the speakers since they were in areas of the car where it was quite visible. The logo of the Epsilon Electronics was written in cursive writing and all letters in lower case because they thought it gave a humble presence.