ADV Bronco Hardtop Pricing ANNOUNCED

[lasttj]

Seems like ADV should have done some focus group and other testing to see what the market would bear in terms of pricing. Maybe they haven't invested much yet with just CAD work, but it seems they are getting 24+ pages here of mostly negative market research on pricing.

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[RClark82]

Seems like ADV should have done some focus group and other testing to see what the market would bear in terms of pricing. Maybe they haven't invested much yet with just CAD work, but it seems they are getting 24+ pages here of mostly negative market research on pricing.

What surprised me is 24hrs and they have not said anything on 6G about the top.

 

[lasttj]

What surprised me is 24hrs and they have not said anything on 6G about the top.

They're too busy reverse engineering a Jeep top so they can come in at < $3,000.

 

[chtucker]

What surprised me is 24hrs and they have not said anything on 6G about the top.

What surprises me is all the people telling them how to run their business and what prices they should be charging.

B6G members are experts in fiberglass, CAD,
marketing and financial analysis. Surprised that there are not 30 hard top manufacturers who emerging from the membership.

 

[RClark82]

What surprises me is all the people telling them how to run their business and what prices they should be charging.

B6G members are experts in fiberglass, CAD,
marketing and financial analysis. Surprised that there are not 30 hard top manufacturers who emerging from the membership.

I don't think the price is too high assuming an extremely premium product. Yeah, it's going to price a lot of people out, but you can't be everything to everyone. The presentation of the info leaves a lot to be desired....

 

[Evergreen]

What surprises me is all the people telling them how to run their business and what prices they should be charging.

B6G members are experts in fiberglass, CAD,
marketing and financial analysis. Surprised that there are not 30 hard top manufacturers who emerging from the membership.

Don't forget in addition to all of those skills that they're also professional car buyers who love to point out that their shrewd negotiations got them below invoice with a SIGNED price, and only ameteurs wouldn't know how to navigate shady dealer tricks

 

[chtucker]

I don't think the price is too high assuming an extremely premium product. Yeah, it's going to price a lot of people out, but you can't be everything to everyone. The presentation of the info leaves a lot to be desired....

I can agree with all of that...

 

[Evergreen]

I don't think the price is too high assuming an extremely premium product. Yeah, it's going to price a lot of people out, but you can't be everything to everyone. The presentation of the info leaves a lot to be desired....

I'd imagine if it is a premium product that can justify the cost, ADV will do pretty well with these.

Agreed about the communication. Would really like it if they'd hold off until there is a complete design with actual product.

 

[Moto26]

They could always create a marketing department and hire a web designer, but of couse they'd have to charge even more for their products in order to pay those salaries and build new offices... But it would be worth it, right? I know I always feel I'm getting a better deal when there's a slick ad campaign and a fancy website...

/s

 

[Bob Blaylock]

What surprises me is all the people telling them how to run their business and what prices they should be charging.

You mean potential customers, who would be the ones to decide whether to do business with them, or whether to pay whatever price they end up asking for the products in question? How DARE they think they have anything to say about it!

 

[North7]

What surprised me is 24hrs and they have not said anything on 6G about the top.

I almost feel bad for them, I understand quality, investment, profit, I get it. But anyone who has followed the Bronco and the Ford fiasco of Mod, MIC and Soft tops should know Ford has been unable to get out of their own way with all of their self-inflected top messes.

It's easy to see how anything to do with tops has become a trigger word for many. Everyone was hoping for a reasonable solution to Ford's mess. @ADV Fiberglass has a beautiful top rendering and I think many hoped it would be something they could afford. However, it does appear to be a premium product for a premium customer base, not the wider Bronco marketplace, and rolled out in a Ford style "stay tuned" infomercial. As much as their marketing approach was to build anticipation it simply built animosity for many. When you're asking for customers to buy a premium product all relevant facts should be presented up front.

Where ADV is located, Costa Mesa, CA, is in Orange County, the most expensive county in Southern California. They face high labor rates, high cost of living and high taxes. That is why I moved from there five years ago, to Texas, I had to commute 50 miles each way, daily, to where homes were more affordable. As most have heard, many individuals and companies are doing the same, moving out of California. As another poster mentioned, ADV would be well served to be in a lower cost location for manufacturing.

 

[j_anderson]

What surprised me is 24hrs and they have not said anything on 6G about the top.

Oh, they’re watching and still liking select posts in this thread and not touching the rest with a 10’ pole. They should just cancel this experiment

 

[ADV Fiberglass]

We appreciate all the input. There has been an influx of comments on this post which we have read. We wholeheartedly believe that we priced the top accordingly. Some on this thread disagree which is unfortunate but we have taken all things into account to price this top. Just some of these costs include R&D, overhead, tooling costs, production costs, etc.

We want to quote Buck Wild Offroad from his post earlier to stress this point: “I think people are mostly upset because we were promised something by ford that didn't pan out. We had the choice of switching to a wavy soft top and getting our rigs earlier, or waiting and getting an inferior hard top. Either way is was tense and really frustrating to say the least. ADV didn't cause this problem, they are trying to solve it and run a business.”

We are very excited to show you prototypes in the near future which will 100% justify the pricing for those that are on the fence or not. We are doing our very best to fill the hardtop void which FORD left to the Bronco community. We are sorry for those that do not agree with us but we strongly believe we are helping the bronco community by producing a quality hardtop.

Hope you all have a fantastic night and we look forward to doing business with you in the near future!

 

[MannyG20]

Seems like ADV should have done some focus group and other testing to see what the market would bear in terms of pricing. Maybe they haven't invested much yet with just CAD work, but it seems they are getting 24+ pages here of mostly negative market research on pricing.

I think they will get more than enough customers. Lots of people on 6G want premium product at Wal-Mart prices and that’s just not going to happen.

 

[CTwaterfowler]

We appreciate all the input. There has been an influx of comments on this post which we have read. We wholeheartedly believe that we priced the top accordingly. Some on this thread disagree which is unfortunate but we have taken all things into account to price this top. Just some of these costs include R&D, overhead, tooling costs, production costs, etc.

We want to quote Buck Wild Offroad from his post earlier to stress this point: “I think people are mostly upset because we were promised something by ford that didn't pan out. We had the choice of switching to a wavy soft top and getting our rigs earlier, or waiting and getting an inferior hard top. Either way is was tense and really frustrating to say the least. ADV didn't cause this problem, they are trying to solve it and run a business.”

We are very excited to show you prototypes in the near future which will 100% justify the pricing for those that are on the fence or not. We are doing our very best to fill the hardtop void which FORD left to the Bronco community. We are sorry for those that do not agree with us but we strongly believe we are helping the bronco community by producing a quality hardtop.

Hope you all have a fantastic night and we look forward to doing business with you in the near future!

I am excited over the top, I just want to know the options, pricing of the options and shipping costs. In my case to Connecticut.
I have spent a lot of money to build my bronco exactly the way I want. I need a quality hard top to be able to mount my roof rack, front lights and rear backup lights (all of which are in my basement)
The question has been raised by another poster who is at the same dealership as me, "will ADV try to bundle orders to the same location to further reduce the freight costs".
looking forward to what the production timetable will be.

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