Despite cranking out CF, SD, and XQD cards in increasing speeds and capacities over the past year, Lexar will not survive 2017.

In a bombshell announcement made through a short post on the company blog, Lexar parent company Micron has announced that they will shutter the Lexar retail brand. The entire portfolio will be discontinued, including memory cards, USB flash drives, card readers, and other storage drives.

The news comes less than 5 months after Lexar raised the memory bar yet again by announcing the debut of their 512GB 3500x CFast 2.0 card.

Unfortunately, that kind of speed and capacity comes at a steep price—the 512GB 3500x card retails for a whopping $1,700—and Micron has decided that the flash memory market just isn't profitable enough for their taste.

"The decision was made as part of the company’s ongoing efforts to focus on its increasing opportunities in higher value markets and channels," reads the announcement. "As difficult as this decision is, the company is making this adjustment in its business to ensure it continues to be well-positioned for the future."

You can read the full announcement below. Micron promises continued customer support during the 'transition period' and claims they are, 'exploring opportunities to sell all or part of the Lexar business,' but unless another major player steps in to take over, it's likely we've seen the last of the Lexar memory card brand.

As of this writing, no official announcement has been made on the Lexar website.

Micron Discontinuing Lexar Removable Storage Retail Business

Jay Hawkins | June 26, 2017 | Micron Company Blog

Micron Technology today announced that it is discontinuing its Lexar® retail removable media storage business. The decision was made as part of the company’s ongoing efforts to focus on its increasing opportunities in higher value markets and channels.

The Lexar portfolio includes memory cards, USB flash drives, readers, and storage drives for retail and OEM customers.

Micron is exploring opportunities to sell all or part of the Lexar business.

The company will continue to provide support to existing customers through this transition period. Customers should contact their Lexar sales representative to discuss specific requirements.

I’d like to thank our team members and partners for their contributions to the Lexar business. As difficult as this decision is, the company is making this adjustment in its business to ensure it continues to be well-positioned for the future.