I find this so strange

Have you seen the website; it's very high-end with a B&M
store in Soho, NYC.
So can somebody explain the new name to me, it sounds like
just the opposite; a Chinese company selling mass market
goods. Their marketing strategy seems paradoxical.

I know Fine Sounds is based in Italy and China. World of
McIntosh...why not call it Super Terrific Audio?

Jea...just saw your post. Still don't understand the high end
profile with the new mass market name.

@ Taters and Jea48...
I was making a joke, "World of McIntosh" sounds so cheap, so common. Kind of like "Gary's Auto World," a large car dealership.

To Jea48...
As you say, it makes sense that Charlie Randall was involved with the name change. IMO, a bad name and not a good marketing strategy for their other brands, falling to a second tier under their umbrella.
ARC is not a familiar name to the general public like McIntosh, but it is one of the world's elite manufacturers of HiFi gear.

OTOH, great news that they will be based here. I also like the opening of a B&M store in NYC. It has the SoHo address, but away from the fashionistas on a very cool street with cafes and bistros.

There are going to be a lot of shocked visitors when they see a $30K amplifier.
http://www.twice.com/news/audio/world-mcintosh-opens-first-experience-center/59357

Lostbears, a question for you;
I agree with your observations on the new ARC models, (and notice that the "Audio Research" logo is hidden).

The ARC REF3 is the classic ARC design and the Reference 5SE still says pure ARC, but a more modern design. In your opinion, can the parent company influence ARC's chief designer to make such radical changes to the company's design? It would be changing their brand (or is that the goal?).

ARC isn't going to have their own identity with the logo removed from the faceplate.

"I don't see ARC deciding to do this on their own."

Agreed. I foresee a backlash from their customer base. But that won't make a difference if their goal is to expand into an untapped market.