Behringer has announced pricing for its hotly anticipated new analogue synth, the DeepMind 12. The company’s founder, Uli Behringer, gave notice of expected pricing and a rough release date on the gearslutz.com forum.
In his post, Uli says that the release has been slated for the end of 2016. But the most exciting bit of news is the price. In his post Uli mentions that he was repeatedly told that Behringer should not offer the synth for less than USD 1500, for fear of negatively impacting customer perceptions. Well, he has certainly disregarded that piece of advice, as the price he has now announced is a mouth-watering USD 999.99. With their market analysis pegging the competition at sitting “around $2,000”, this is certainly a competitive price point, to put it mildly. But don’t expect this number to go down much; the post states that this will the “manufacturer’s recommended retail price”, i.e. US MAP.
Yes, this is a low price, but it’s not frighteningly, remember-where-you-were-when-that-happened low. But if the sound quality is there and the functionality is all it’s being touted as, it’ll be a steal. If you’re in Europe, you’ll be looking at a price of around EUR 900 excluding VAT, so in Germany that should be around €1071. I assume that a few of these might find their way under some Christmas trees this year. That is, as long as Behringer can hold the release date their CEO has publicly stated…
Read Uli’s whole post here.