The Clone War - Behringer. Good or Bad?

Behringer has a series of products either underway or on the market, for which there is likely to be a smaller sales volume. The Solina might be another, and certainly many of their new Eurorack products.

But some things to understand relative Behringer.

Their engineering and manufacturing capabilities permits them to produce a batch and move on efficiently to another product. This gives them volume by seamlessly blending the manufacture of a variety of different products.

They also make profit decisions differently. Their cost estimates are accurate enough, that they can safely set a very small profit margin, and so can get better volume from those lower prices.

So i imagine the product meeting where they give a new product idea the thumbs up / thumbs down, is based on a pretty low volume, maybe as low as 1000 units, certainly less than 2500 units. Lower volume will no doubt decrease a products priority, but they have a longer timeline than many, and will stick with a product.

The other thing to be aware is that Behringer is setting out to be number one in this market, and they are going to buy their way through to that goal. Even a break even is enough to launch a product when buying market share.

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