@tdudnyk I think he’s incensed that his competitors are offering discounts which, in turn, put a bit dent in his business. My educated guess is that he misread the market and misunderstood the value of the channel. Clearly his competition has enough margin to work with and that’s another interesting point in all this.
This stuff is all subjective whether hi-end, mid, or low. And there’s so much of it. It really is akin to what you find in the luxury market. It’s not a necessity, it very much relies on marketing and a good dealer network—or a very, very strong direct approach.
If you’re complaining that the competition has undercut you, then either adjust or get out. I guess he is going to adjust. And that tells me, he thinks he can build something “as good” and less expensive which is rather ironic…