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What is Technics thinking?

Lots has been said, both pro and con, about the new Technics turntable.  Description here -

http://www.sl1200gae.info/about

Some are excited about the potential, given the upgrades since their last production table/arm, the venerable SL-12XX series.  Others see it simply as an excuse to raise the price significantly of the 1200s.

In my view they shot themselves in the foot.  They copied the model number of their best selling table (I can only imagine in the hope the familiarity will carry over) and also ended up with a very similar appearance.  Given the information on all the upgrades over their prior model, the similarities make it appear like something less than what it might be.

Technics had a room at THE Show Newport and that was my first chance to see a SL-1200GAE.  The fit and finish appeared to be very good but it did look like a "polished up" SL-12XX.  I ask the Technics rep why they didn't do more to distinguish this as a new model, given their efforts with engineer upgrades.  He said he could understand my question but then really didn't offer a reasonable explanation.  After describing all the components which had been redesigned/upgraded from the prior model he offered a demo.  However the room was crowded and the remainder of the system was completely unfamiliar, so no fair impression could be made.

I believe it should have had a more unique model designation and more might have been done to the physical package so it didn't look so much like the prior model.

pryso
paraneer's avatar
paraneer
818 posts
 
But weren’t those priced around $600? Can the new one be a "sure thing" at $4,000?!?

If the below report is correct the first 300 units of the 1200 worldwide were sold out in Japan in 30 minutes. Not bad for a reengineered version of an icon that has been brought back to market at 4 grand!
http://www.whathifi.com/news/technics-sl-1200gae-turntable-sells-out-in-30-minutes
Your post really has to do with the aesthetics of the TT and not the advanced engineering. I guess it really comes down to if one likes the looks of a SL-1200MKII. Two million people did before this reintroduction. So for those that do, Technics made the right call and made a classic even better.

Personally I like the look and coupled with the undeniable improvements and lab reports I have read, this would be on my short list if I had a budget of 4 large for a new TT.

pryso OP
1,908 posts
 
paraneer, perhaps I was not clear.  My issue was not just "really to do with the aesthetics".

The point was that after apparently a significant effort in engineering upgrades, Technics failed to provide much differentiation by model number or appearance.  That led many to assume it is a simple "reintroduction" of a basic, popular model at a much higher price.  It seems to me, and a few others, they might have done more to present this as a truly new model.  I don't own any stock in the company so it should not matter to me but I suspect this hinders their potential market. 

andrei_nz
192 posts
 
Shot themselves in the foot??  First run sold out.  
Looks: I am glad they have retained the iconic styling.  You may not like it - others will.
Price:  Seems fair given the performance.  Actually I have an SL1210 Mkv.  I have spent about at least 100 hours of work on everything: - Aftermarket power supply, tonearm, bearing, chassis, wiring, platter, mat, clamp, feet.  Cost of parts - definitely north of 4K.

darkstar1
180 posts
 
I think they are thinking we sold tons of 1200s. I think they are thinking tons of people had this table and now years later some of those people are going to have done well and can afford this. 

They are thinking we are not going to sell as many turntables in 2016 so lets make some improvements and up the price so that they can sell far fewer tables and still make money. Now they don't have to service 50k units now they service and support 10k units and still make a ton of money.

There will be no confusion. People who can piss away 4k without a second thought are not confused. They had one of these and now want a new one that looks cooler, sounds better and has a modern look. 

The people who have to save or sacrifice will do the research and not be confused when they pull 4k out of their pocket.

I have no idea why people are so concerned with Technics "mess up". Seems like a pretty sound decision to me. Don't be mad its expensive. Save up and buy it or don't but they are not going to have trouble selling these.
pryso OP
1,908 posts
 
"There will be no confusion."  Sorry, I don't agree.  I've read too many comments saying in effect that Technics simply raised the price of their DJ table to an unreasonable level.  Those folks fail to realize the SL-1200 was designed as a consumer product to begin with (but that's another story) and seem to be unaware of the extent of the upgrades in the new model.  So they are confused.

As it turns out, the SL-1200GAE may be a bargain at $4K in the context of today's market.

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