[Leica] Leica S R - a few marketing and pricing strategy insights

[red735i at earthlink.net (Frank Filippone)]

I hate to burst your bubble, but  the S2 volume will me miniscule.  The R10 
volume can be significant.  To say that the S2 technology, when migrated to 
the R10 will save Leica money, is like saying that building the Tesla car 
and migrating the volume to the Prius will save money... the tail is wagging 
the dog.   The volume is in the R10.  The S2 may be the technology 
developer, but the R10 is the financial leader.

I disagree with the word .. courageous..... I have other, less palatable 
names for the decision.

The R10 will have no relationship in pricing to the R9.  It will be 
significantly more than $5K. ( if the M8.2 is $6300, then the "improved" and 
"more complex" R10 will be higher.)  I am betting $8K, or more.  It 
certainly will put a kaboosh on any dream I have of purchasing one......

Perspective: And that is 1/2 the price of a S2 !

Frank Filippone
red735i@earthlink.net


The S2 was a courageous decision and lays a hell of a lot of groundwork 
for the Leicas to come - whatever the system or format - they are now 
teamed up with the best sensor and processor providers and have gathered 
their own experience the hard way, without buying in existing 
technology. What's left is to stay ahead of the game and widen their 
customer base with products that convince or persuade new and existing 
customers alike.


It would be absolutely stupid (perhaps commercial suicide) to put any 
new R camera in a price bracket far above the R9, and I doubt very much 
that this will be the case - because they already know who you are, what 
you earn and how much you are prepared to spend.

The development and technology costs for electronics, sensor, processor 
and all the peripheral bits and bobs have already been covered by the 
S2, now "all" they have to do is put most of it into a smaller body. 
Common components/technologies mean improved cost-effectiveness. And 
they already know what it has to cost on the market.

Cheers
Douglas