[pauldenton]

Originally Posted by Cathar

Think about the target market. The US market is flooded full of AC pumps in the $30-70 price range.

The MCP600 is already $85. From the average buyer's perspective, about the only thing it has going for it is that it's 12VDC. From a quality perspective (initial teething problems with the thrust bearing notwithstanding) it's worth every dollar in comparison to the sub-$60 AC pumps, but that's not what people see. They just want the cheapest thing that pushes a bit of water in a semi-decent fashion.

The Laing costs $95 for 1-249 units, and $78 for 250+ direct from Laing, USA. There's an additional price-break somewhere further along but I never asked about it. It's probably far enough away to make it not worthwhile for Swiftech to buy that many up-front.

Add in shipping, having to employ people to fit 12V molex connectors, at least a 20% markup to cover Swiftech's inventory, labour, warranty and support costs, and add another 20% for the end-market reseller, and the D4 would come out to around $130US MSRP under a Swiftech badge. I'm just plucking percentage figures out of the air here.

Now how many people will buy a $130 12VDC pump when they think that a $30-45 AC pump is typically good enough for their needs?

Mind you, you could always buy the D4 for $95 each direct yourself, but shipping is via Fedex only, so expect to pay around $115 if you bought one from Laing and then you still have to fit your own molex connector.

Even if Swiftech cut prices further sold them for $120US to basically knock out the people who would otherwise buy direct from Laing, how many people will then buy a $120US pump? For what gain? 0.5-1.5C? Sure, some people will, but maybe not many hundreds.

Over in Australia and the UK/Europe, a $120-130US 12VDC pump is a relative bargain where decent AC pumps are priced from an equivalent $80-130US. Not in the USA though where the mass-market is.

Mind you, the above applies for any company, not specifically Swiftech.

for anyone who doesn't know, word on OCAU is that Dangerden are going to be distributing the D4....