Logic3 revs up headphone market with Ferrari
- — 21 August, 2012 12:02
Some of the headphones in the Ferrari by Logic3 range unveiled in Sydney today
"An aspiration to do something more premium" is the primary idea behind UK audio and accessory company Logic3's new Ferrari line of headphones and earphones, the company announced today.
Speaking at a media event in Sydney to unveil its new Ferrari by Logic3 range of premium headphones, the company is positioning the new audio products at the higher end of the market. Logic3 has traditionally focused on lower-end, "slightly more affordable solutions" in the gaming and accessory market, but stressed the need to offer more exceptional audio products.
"We've [Logic3] been making slightly more affordable solutions in the gaming and accessory market but our owner has always had the aspiration to do something more premium," explained David Cain, Logic3's general manager for sales and marketing. "I'm never going to own a Ferrari but I've still got aspiration. Ferrari still means that connection with the brand and there's a massive audience there, about 400 million fans around the world," he said.
The Ferrari by Logic3 range of headphones consists of two product lines; the Scuderia Ferrari range, which is inspired by Ferrari's Formula 1 team, and the Cavallino range which is influenced by Ferrari's GT road cars.
"The technology is the same [in both Scuderia and Cavallino ranges] but we've tuned them slightly differently," explained Cain. "Scuderia is slightly stronger and bassier, they're still very well balanced but that's probably a slightly younger more fashion or street sound. Cavallino is a little more refined, still really good response and range but the balance is just a little bit more finesse."
"Ferrari are quite precious about their brand so everything we do we go to them for approval," said Cain. "Basically Ferrari come back and say yes or no, sometimes they come back and say yes, 'but what about this', so there's this whole collaboration there."
The Scuderia Ferrari range of Logic3 headphones consists of four earphone models, one on-ear model and one over-the-ear model starting at $219 and ranging up to $349. The Cavallino range comprises of one on-ear model, one over-the-ear model and four earphone models, ranging from $229 up to $399. In both ranges, Logic3 offers two iPhone compatible earphones and two earphones that suit Android, Windows Phone and BlackBerry devices.
Logic3 said that the ultimate goal with both the Scuderia and Cavallino headphone and earphone ranges is performance.
"Obviously it's about performance, these products have to sound as good as the experience you get when you drive away one of these cars," said Cain. "Ferrari make 7000 cars a year, that's quite a narrow audience so obviously we are looking to sell more than that in headphones."
In addition to the headphones and earphones launched today, Logic3 will bring to market four Ferrari-branded speaker docks designed for use with Apple iOS products, with two of the models compatible with Apple's AirPlay wireless streaming technology. The company will also launch two active noise cancelling headphones, one of each in the Scuderia and Cavallino product lines.
Both the Ferrari speaker docks and the active noise cancelling headphones will be available in Australia in the coming months.
The Ferrari by Logic3 headphones are available now from Ferrari's official website and will be sold through a range of specialist Hi-Fi and headphone stores from Tuesday 28 August. The products will be distributed by Powermove in Australia.
The full Logic3 by Ferrari product range is detailed below.
Ferrari Scuderia range:
• The R200 On-Ear Headphones are available in silver or white: $349.00
• The P200 Over-Ear Headphones pay tribute to those worn in the F1 pits, are available in red or black: $349.00
• The R100 and R100i Earphones, which feature TFAT and noise isolating technology, are available in black or white: $219.00
• The S100 and S100i Earphones, which feature TFAT and noise isolating technology, are available in red or white: $169.00
The Ferrari Cavallino range:
• The T250 On-Ear Headphones are available in black or tan: $399.00
• The T150 and T150i Earphones, which feature TFAT and noise isolating technology are available in black or tan: $269.00
• The G150 and G150i Earphones, which feature TFAT and noise isolating technology are available in black or white: $229.00