New product launch?

[Wdw]

"Given a typical dealer margin of around 45-50% on new units, it seems that Devialet will make about as much money on each upgrade as they would on a new sale. Not a bad business model, if they can get away with it. "

Agree, these are not accommodation prices for existing customers.

This makes the upgrade program a terrible deal for the dealers.  Presumably lots of Devialet owners will want auditions of the Pro, but will upgrade and not buy new.  Plus potential new Devialet buyers will audition at Dealers, but buy second hand and upgrade.  So the dealers will be busy facilitating demos for sod all in return.  It's not often I feel sorry for the dealers, but it strikes me that they'll get most of the hassle and Devialet most of the profit?

...the dealer network, their existing customers, the brand value and resale.