In recent weeks, Behringer has announced via forum posts and their Facebook page a variety of deals and price drops across their range.
These discounts come after a recent move to a brand new ‘smart factory’ named Music Tribe City in Zhongshan, China, which has allowed for lower labour costs and cheaper production techniques, and thus, lower prices, reports Sonic State.
If you’re in the market for a new Behringer product, it’s a good time to buy, but at what cost do these new savings come?
“We are now offering price reductions up to 40% – across all brands and products – and with immediate effect. Since then our order books have tripled and we’re working extremely hard to ramp up production in order to meet demand,” stated company founder, Uli Behringer.
Behringer also continued to reinforce his commitment to increasing production with new robotic technologies, further driving down prices.
“But we won’t stop here and the next step is to move towards complete Cobots or Collaboration Robotics (https://www.youtube.com/watch?v=5K5VYm8z4nY) as well as digital transformation. We feel confident that will be able to further lower our prices in the future.”
Few companies have been able to mass produce gear on this scale and it certainly begs the question, at what cost do these new savings come?
Many have criticised the company’s aggressive commercial approach, imitating smaller companies gear and using cheap labour to undercut and sell en masse.
Last year, Uri Behringer came under fire for copying products and even found himself in a personal dispute with David Smith Instruments. He sent cease-and-desist letters to a DSI employer who made comments criticising Behringer’s similar product on an online forum and went on to pursue a $250,000 lawsuit for “false, defamatory, and libelous” statements.
The lawsuit was rejected by the court, who deemed it an ‘issue of public interest,’ however, DSI was left seeing to reclaim over $100,000 in legal fees from Music Group, Behringer’s parent company.[via Sonic State]