Lexar: a memory card like a racing tire — it decides your shot’s grip

At IFA 2024, Lexar met with creators, showcased new products, and reaffirmed its direction: performance and reliability in real-world conditions. The lineup included memory cards, portable SSDs, and DRAM — all with an emphasis on speed and stability in demanding scenarios.

Why is the card your camera’s “tire”?

Your camera may have a top-tier sensor and processor, but it’s the card that determines whether the data stream “sticks to the road”:

• the faster the write speed, the closer you get to your camera’s full potential (8K/4K high bitrates, 10-bit, high FPS);

• the greater the resistance to temperature, humidity, and shock, the lower the risk of a recording dropout;

• the higher the endurance of memory cells and error control, the longer the lifespan and the safer your data.

In short: for a camera, the card is what a tire is to a car. The more advanced the gear and the more aggressive the “driving” (shooting), the higher the demands you place on the “tire” to unlock full performance. In sport or on the road, it’s the tire that sets real capabilities and lap times in corners or under braking. Just as the wrong tire ruins your result on track, the wrong card will undo the effort that went into getting the shot. A poor card may fail to sustain writes, lose part or all of the footage, or (increasingly often) cause the camera to overheat.

What sets Lexar apart?

1) Write speed — no stutter at high bitrates
The Lexar Professional CFexpress Type B DIAMOND series delivers up to ~1900 MB/s read and ~1700 MB/s write, engineered for filmmakers and creators who need uninterrupted buffering. These speeds let you work comfortably in top recording profiles and shorten offload times. (Lexar)

2) Built for harsh conditions
Selected Lexar lines are shock- and vibration-resistant, dustproof (IP5X), rated for 70 N of pressure, 5 m drops, and a wide operating temperature range — solutions designed for the field, not just the studio.

If you run demanding setups (surveillance, dashcams, nonstop timelapse), the High-Endurance microSD series is resistant to temperature, shock, and X-rays, and tested in the Lexar Quality Labs across thousands of devices — essential when gear runs for months without a break.

3) Real guidance and creator-driven design
At IFA 2024, Lexar emphasized hands-on work with creators: launches were paired with workshops and scenario-based demos. Not a marketing slideshow — practical solutions focused on use cases.

4) A mature brand with serious R&D
Lexar has been in the market for years; in 2017 the brand was acquired by Longsys, which maintains its independent operations and development for the professional segment. Its track record in TB-class capacities and fast memory standards shows a manufacturer focused on technology, not just labels.

An “insurance policy” for your time, budget… and memories

A damaged or “choking” card is a double hit:

• you lose time and budget (travel, crew, location),

• and often you lose irreplaceable footage — a concert, a game, a sunrise, a trip highlight, or the very first step of your child.

A solid card is insurance for both process and outcome. It should write the file always, not “usually.”

How to choose the right card for the job

• Match the standard and speed class to your camera maker’s guidelines (CFexpress Type A/B, SD UHS-II; V30/V60/V90, etc.).

• Leave headroom over your target codec/bitrate (a safety margin prevents drops).

• Consider the environment: temperature range, vibration, humidity, dust, water (opt for ruggedized series).

• Maintenance: format in-camera periodically and replace high-mileage media on a sensible cycle — that’s part of reliability too.

For more practical tips, see our guide: “Memory Cards 101: How to Choose the Right One (and Avoid Pain Later)"

Lexar at IFA 2024: direction confirmed

The takeaway from Berlin is simple: performance, durability, and support for real workflows. That’s what makes the difference in 8K, slow-motion, high bitrates, or tough field work.

Why choose Lexar? (at a glance)

• Write/read speeds aligned with top codecs and FPS.

• Mechanical and environmental resilience proven in specs and quality tests.

• Ecosystem and practice — solutions developed around real creator scenarios.

• Mature technical pedigree and ongoing brand development.

Check out Lexar cards in our store

Shooting on Insta360 or another system? We’ll help you select a card for your codec, resolution, FPS, and working conditions. We’ll build a kit so the card is the weakest link… never.

Bottom line: your camera’s power is one thing, but the card is what gives your footage “grip.” With Lexar, you maximize speed, minimize risk, and protect what can’t be recreated. If you want gear for demanding users — still at a sensible price — choose Lexar and shoot without compromise.