How many people can honestly say that they bought their Logans because they were "hand crafted in the heartland", and not because they sounded good? Or looked cool? Or some other non-heartland related factor?
Based on my conversations with many dealers, well-heeled friends and others, I think that basically three types of people buy Logans (both low and high end). First, dedicated audiophiles who know WTF they are doing. This is a substantial minority. Second, rich people who want a great AV system, visit a dealer, listen to 2-3 speakers and get wowed by the sound
and often also the looks. This is the majority. Third, folks who outsource their HT to a dealer and he makes all the decisions on their behalf and decides they fit the Logan profile (versus Wilson or Revel or Thiel etc.). Based on all my conversations with delaers, friends etc, that's what my gut tells me.
I personally think that it was a highly misguided and silly marketing campaign that hopefully will die a natural death now. It should be replaced with a campaign that tells potential customers that Logans are the only speakers that can bring the Symphony, the Concert, the movie theatre or the Jazz bar to their homes, whenever they want. Are they the only ones? No. But thats what marketing is about.
Global QC and R&D is harder to execute, than when everything is in the same location. But it is not impossible. Hundreds of companies from GE health systems to Samsung to Sony to Apple have proven that. For every low QC poorly made global product, there is another great one. .... Well ok, there is one great one for every ten but it ain't zero
I hope ML can be one of them
Note that Im not commenting on the location where it is made...Just that when R&D, management and manufacturing get split globally (even to Canada), complexity goes up as cost comes down (sometimes, not always). And you can absolutely retain the same QC and manage the complexity but you have to pay attention, replace informal QC/control conversations with process, retain and move the right employees.
I continue to hope with all fingers crossed that Shoreview is a long-term thinker, not short-term profit making PE firm and it wont gut this company. I also believe that the probability that the original owners would have bankrupted ML and it would have been on the block during the downturn ain't zero.