“The most powerful person in the world is the storyteller.”
– Steve Jobs
Some brands fade into nostalgia. Others adapt, evolve—and still manage to turn heads decades later. Blaupunkt belongs to the latter.
In 2025, Blaupunkt returned to the global motorsport spotlight through a powerful new partnership with Iron Lynx, one of the most technically ambitious teams in the FIA World Endurance Championship.
Their cars—#60 and #61—now proudly wear the Blaupunkt name.
And not just as a decal, but as part of a full-livery identity seen across the world’s most iconic endurance race:
The 24 Hours of Le Mans.
But why racing?
Why now?
Let’s rewind.
It wasn’t a marketing stunt. It was part of the brand’s DNA: to test what’s possible under real pressure.
That legacy matters.
Because when people see a brand like Blaupunkt today, they might recall their father’s car stereo. Or their first home system. Or a name they’ve heard but can’t place.
But legacy without presence is memory. And memory, if untended, fades.
This is the real tension for heritage brands in the market.
Distributors ask:
Is there still demand?
Retailers wonder:
Will customers recognize the name?
Manufacturers hesitate:
Will this brand still carry weight on the shelf?
It’s a fair question.
And we don’t answer it with a slide deck.
We answer it with action.
So we brought Blaupunkt back—not just to nostalgia, but to relevance. And we did it on the biggest stage we could find.
In other words, it’s exactly where Blaupunkt belongs.
Partnering with Iron Lynx wasn’t about decoration. It was about reasserting what the brand stands for. The cars don’t just carry our name—they carry our history, and our intention for the future.
At Le Mans and across the FIA WEC season, Blaupunkt now shows up where it matters most—in motion, under pressure, and in front of millions.
This isn’t just good optics. It’s strategic.
When retailers see Blaupunkt at Le Mans, it resets their perception.
When consumers recognize the name, it builds trust.
We don’t expect licensees to carry the burden of reintroducing the brand. That’s our responsibility. Through actions like this partnership, we’re making sure the ground is already warm.
Because a cold launch is a hard launch.
But a known brand with fresh relevance?
That’s traction.
As the brand owner of Blaupunkt, our role at established.inc is to do more than maintain trademarks or approve packaging. We believe in stewardship—in protecting heritage while creating new chapters worth remembering.
This partnership is one of many moves we’ve made to restore Blaupunkt’s cultural weight—not just in audio, but in all categories where precision and performance matter.
We're not trying to recreate the past. We're racing toward the future—with history at our back and purpose in the driver's seat.
The 2025 FIA World Endurance Championship is already underway. The Blaupunkt-liveried Iron Lynx cars debuted at the Qatar 1812KM, and they’ll continue to compete throughout the season.
And wherever they go, they carry a message:
Blaupunkt is still here. Still trusted. Still pushing forward.
If you’re a manufacturer or distributor looking for a brand that blends heritage with momentum, the story is already in motion.
All you have to do is join it.