Asetek's ambitions in the racing wheel market: Insights for sim racing enthusiasts
Get the lowdown on Asetek, a company you might not have heard of yet, but chances are you've used one of their products if you have a high-end desktop gaming PC. These Danish engineers brought the "all in one" liquid cooler concept to the scene 20 years ago and have been dominating the market ever since.
With a new product on the horizon, Asetek is about to crash into the mainstream with an affordable sim racing wheel for Xbox consoles, as well as PC users. So, what has a company known for creating complex PC components doing in the world of racing wheels? It turns out, it's a wild ride.
Meet André Eriksen, the quirky CEO of Asetek. Despite being a publicly traded company, Eriksen is still the brainchild behind the AIO cooler. He explains that the upcoming sim racing wheel will be priced affordably, "a little bit above Logitech," and could be a game-changer.
Eriksen's passion for racing extends beyond the office. He was a hobbyist racer for years, cutting his teeth on go-karts before moving on to Formula 3 cars. His son, Valdemar Eriksen, also shared his love for racing, becoming a professional driver and winning multiple races. The shared passion for racing inspired Asetek's foray into sim racing.
Strolling into Asetek's Denmark HQ feels more like entering a Formula 1 garage than an office space. The lobby houses a real Formula 3 Ligier JS P320 worth over £200,000, making it clear that this is no ordinary tech company.
Eriksen's risk-taking approach to business sets him apart from the typical CEO. He, along with his family, had to stop funding Valdemar's racing career due to financial constraints, but it's evident that the racing heritage has played a significant role in shaping Asetek's move into sim racing.
The company's entry into sim racing gear is a natural progression from their liquid cooling days, as they've followed a similar path, starting in the high-end market and moving down into the affordable segment. If history is any indicator, the results could be spectacular.
Eriksen shared his insights on what makes a good sim racing wheel. He stressed the importance of brake pedals, stating that they are crucial for racers to improve their performance. Asetek's pedals are renowned for their high-end feel and precision.
Asetek's sim racing products, such as their top-end Invicta pedals, represent a bold step into new territory for the company that revolutionized PC cooling. The upcoming Xbox-compatible racing wheel is sure to create waves in the sim racing community, and we can't wait to see what they come up with next. Stay tuned for more exciting updates on Asetek's affordable console-friendly racing wheel.
Technology and gadgets are set to expand beyond the realm of PC cooling with Asetek's upcoming foray into the sim racing market. The Danish company, renowned for its liquid coolers, is preparing to release an affordable sim racing wheel for Xbox consoles and PC users, embodying their inventive spirit.
