Is it possible for a high end manufacturer to overprice their goods?


Having just read the interesting and hyperbole laden review by RH of the new Rockport Orion speakers in the latest issue of The Absolute Sound, one thing struck me..

is it possible in the high end for a manufacturer to overprice their product ( doesn’t have to be a speaker, but this example comes to mind)? I ask this, as the Orion is priced at $133k! Yes,a price that would probably make 99% of hobbyists squirm. Yet, the speaker now joins a number of competitors that are in the $100k realm. 
To that, this particular speaker stands just 50.3” tall and is just 14.3” wide…with one 13” woofer, one 7” midrange and a 1.25” beryllium dome ( which these days is nothing special at all…and could potentially lead to the nasties of beryllium bite).

The question is…given this speakers design and parts, which may or may not be SOTA, is it possible that this is just another overpriced product that will not sell, or is it like others, correctly priced for its target market? Thoughts…

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Showing 2 responses by aldavis

I don’t know the answer to your general question about price evaluation. I can say some things on the specifics of the Orion. You reference hyperbole in the review and I can understand why if you’ve never heard the Orion. That happens all the time with reviewers. In this case in my opinion none of it was hyperbole. I heard Orions in the room that housed Wilson XVX at the Sound Environment in Omaha. To me the Orions are a better overall speaker than the 345k XVX. When Peter set up the XVX they held a presentation as they did when Josh set up the Orions. I’m told there were about 10 attendees that made it to both presentations. As stated in another Audiogon thread and verified by me with the folks at TSE almost all preferred the Orion. It’s a GREAT speaker. Now if you’re a horn guy you may not like them and that’s fine. To each his own. If you are a dynamic speaker guy and you listen without bias you can not help but be impressed. As far as cost goes consider 5/1 cost to retail as a starting point. Does Orion have 30k in cost? Well look at the video on its construction. 360 pounds of cast aluminum and carbon fiber! Every driver is new and was created specifically for this project which took 3 years to develop. Rockport is a small company. How would you amortize the engineering costs for this. Each driver was engineered fully by Andy. Nothing is off the shelf. Every speaker is listened to and measured by Andy and Josh. No two drivers or cabinets are exactly a like so each crossover is fine tuned by the owners before it goes out the door! That is not efficient but it is beyond amazing. Most sane people would say it’s absolutely stupid to pay this kind of money for a stereo. They have a point. In the world of relative value in this crazy hobby I would say these are fairly priced. 

I do not generally think that cost necessarily parallels performance in high end audio. I was recently at an old friends house listening to vinyl on a $1500 rig and it sounded great. There is a very real phenomena of luxury pricing designed to make people THNK it’s better when it’s not. That said the Rockport Orion is worth every penny. Joy and happiness achieved from music do not require anywhere near this investment. That is a different question.