Jabra announces exciting product updates, then kills the product line

What you need to know

  • On June 11, GN brand Jabra announced the latest version of two of their Elite products, the Elite 8 Active Gen 2 and Elite 10 Gen 2.
  • On that same day, Jabra’s parent company, GN, announced that it was killing off the Jabra and Talk consumer brands.
  • Jabra will likely offer deep discounts and incentives to clear out the remaining stock of its earbuds, a task they project to complete by the end of 2024.
  • The Elite 8 Active Gen 2 and Elite 10 Gen 2 will be available later in June.
  • Via press release, GN says it will support its products for the next several years.

On June 11, 2024, GN-owned brand Jabra announced the second generation of their Elite 8 Active and Elite 10 true wireless earbuds. Then, on that same day, GN announced that its name really stands for “Good Night” as it reveals that it’s killing off Jabra’s Elite and Talk product lines.

In a press release, Peter Karlstromer, CEO of GN Store Nord, said that the company “cannot generate a fair return on investment compared to the many other opportunities we have within our Hearing, Enterprise, and Gaming businesses.”

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