Well, that’s their choice. And most likely, we’re seeing the result of that in a 33% drop in gross revenue.
You can go out of business fast or slow. FN appears to be choosing the latter option.
It’s what we like to call the death spiral.
I hope I’m wrong though.
But fast, what would be it?
They can’t compete anymore on entry level integrated. They produce 300 series separates.
All that they could do is something between 100 series and 200 series pre and amp, with matching streamer. 3k each.
Are they? Thats where (good) marketing comes in. So explaining the higher level in materials and handmade manufacturing, and a sustainable business model with almost all amps still in use and/or serviceable, and a user community world-wide celebrating the timeless good sound. Definetely things younger generations would pay premiums for. The Bentleys, yaughts and chateaus not so much.
Coming from a position of involvement with another “British Heritage” product - both online and via distributor channels into international markets ( 60%+ of our production ) - can absolutely categorically confirm that consumers appreciate British quality and when this explained as a reason for higher price point, relative to other consumer options and choices.
Having said that, price (instability) has been a significant challenge in the recent years. Global supply chain (disruption) issues too.
You still need to have a confident approach to your product range.
Lots of routes into your brand ?
BW
R
Overexpansion, bad acquisitions, disastrous marketing campaigns, falling out of fashion, loss of a significant customer, supply chain falling apart. Any number of ways to be done in two years.
I am a big fan of the famous Roll Royce motto “quality will be remembered long after price has been forgotten”!
However the perceived value of quality is era-dependend in my opinion, what matters to people, to your target groups existing or new? That is then the essence of proper marketing, not the bad association people can have of it just being sales.
Genuine and recognisable is timeless, so IMO the biggest blunder Naim ever made was abandoning DINs and green lights for lifestyle, If I may be so blunt.
Ranting further, personally I would love to see all Uniti, Mu-So, automotive, custom install products move to a “FN Mu-So” brand (subtitled Focal-Naim), and then have Focal speakers (with their sustainable conus material) and oldskool green/DIN being Naim.
Seeing the almost Apple like approach of JV in Naim’s first products and marketing is a joy. For example “What’s in a Naim?” and by all means show these amazing inside-pics as well! Apple of course has matured into a behemoth with execs on yaughts, but at least they are insanely profitable, and they never have problems with component shortages.
So for heaven’s sake go to where younger people are and help them understand hifi as a quality with simple effective recognizable products that are not cheap but add real value, don’t lament or wait for it.
Some modern quicker business practises also help, as an example fix always waiting six weeks when ordering a basic cable or simple spare part via a dealer & distributor channel that doesn’t keep stock. Some other brands have an Amazon store for that, deliverd two days later is just good business and giving joy rather than punishment. Or the wrong recognisable - outdated existing Fraim finishes only. And make a flexible decent basic speaker cable, it’s a whole list of practical things also really…
End rant, this has been boiling up after restraint in months of several of these discussions here. I love classic Naim, as do others here, and hope they will continue to thrive. And kudos for maintaining this forum and factory visits even in more challenging times, much appreciated.
There was a lot in there. Many, many ideas
A lot to unpick…
Okay, sticking with a central theme - a focus - “marketing”, with a point of difference…
Agreed
Again, agreed.
I might add - for myself - my bewilderment that Naim should move away from maybe the main point of differentiation. That, the best PSU you can make is the key to good audio. This idea alone had created the upgrade pathway and opportunity to keep customers coming back again and again. Why has the ubiquitous HiCap gone ? Such an obvious route into the world of external PSU’s. How many of us - over year - added a HiCap and then understood the importance of a really good external power supply. Next, spending so much more on a better one.
Understood. If you’re passionate about a thing, it will get you.
We can only hope there are many much more capable minds working on all this and more. Maybe all will become more obvious, in time.
Like so many here, also perplexed about recent events.
Wishing Naim “the very best of British”. Apart from really liking what they do, have considerable investment in their product, which I sincerely hope will continue to be - enjoyed - serviced - added to - for 25 years yet.
BW
R
Yes, sorry about that, an overflow 
Thanks @ratrat !
This, to me, seems to be the biggest issue. Not going to go deep into it (as this discussion probably needs its own separate thread now) but the ongoing conversations seem to be a classic example of cognitive dissonance when it comes to Naim’s brand identity.
What F/N is trying to do with cars, boats, home AV, speakers, and to some degree Muso-like products is creating conflict with the core product set. One brand can’t stand for multiple products and market segments. Thats why FMCG and car companies do what they do.
The classic stories of General Electric, Phillips and Samsung, with only the latter surviving as it is a state/government/country structure
People generally don’t buy because of a service possible or because it’s hand made in UK.
I speak for the mass.
They just want a nice box that sounds good for the money.
I am not saying that Naim should not be chosen. Just about the mass market behaviour.
And even here, look at all the members who buy the Wim for example. Even @Dunc , with his 100k streamer, was positively surprised by the Wim.
That’s easy…
Dear Richard @Richard.Dane
Think many would agree this discussion now merits a separate thread. Maybe from the post from @HungryHalibut with comments on Naim 2026 price list and Naim accounts, froward from there?
Please can you move into “Naim Hifi and its Market Position”, or whatever thread title you think is sensible, within HiFi Corner.
Best
R
Edit : Looks like @Maury_Finkle has already helped here. Started a seperate thread. So maybe just move all these posts over.
Can’t comment, I have no information on that.
One of the best things I’ve seen on TV was the 30 Rock setup of Alec Baldwin as the classic GE executive. “Vice President of East Coast Television Programming and Microwave Ovens”
Was just in the process of creating:
I think you might be genuinely surprised
This has a lot to do with buyer behaviour and purchase context..
Specifically with any “higher value” or “considered purchases”.
So, yes, the more expensive an item is, the more the consumer will look for and consider both “tangible” and “intangible” service characteristics.
To a degree, we are talking about consumers maybe new - buying into Naim products - maybe first purchase. Who may need more reassurance about product “attributes”, which relate to both now and the future. Kinda " if I buy this now, will the money I invest still be okay in 5 year time" ?
And - here is the key for me - there are lots of maybe more “not so good” signals, at the moment, about the five years thing ???
So, yes, while this maybe true at £100-£500. In other parts of this market, maybe no.
Market Position ???
There is a reason why Ferrari continue to be the biggest investors in F1, even though they have been rubbish in recent years. It’s not so much about winning racing. (Although, both Ferrari and Hamilton would like to win a few, please)? It’s just as much about the prestige and the effect on selling road cars.
To me Rega is a shining example of a UK company that gets it all right, from entry level to high-end audio, huge respect for Roy Gandy.
Born in 1945 like Julian Vereker, wonder how Naim would have evolved had they both still been here.
For me Naim (plus Linn for LP12) used to be the next level up from Rega in the same audio philosophy. But the world has changed in general, so may also be an outdated Gen-X perspective.
Forgive me for saying RR but I don’t think it’s about being British made/quality. That belief and complacency put a rapid end to the previously all conquering GB motorcycle industry.
I think it’s more about being true to your roots. A British brand with products made in Britain. A Swedish brand, who’s products are made in Sweden and so forth.
I have recently dabbled with Gryphon and Marten. In both cases the look and feel just oozes quality. Small details make a big difference. In the main they talk about engineering constantly in their marketing.
If I were to put my finger on one thing with Naim’s woes, I think it’s that their marketing is failing them massively.
The design and engineering hasn’t suddenly turned rubbish… Pull up Naim!
Great post, totally agree, and seems to develop into a shared understanding in this thread.
(also your other point on bikes, likewise the whole remote world was happy to go from Land Rovers to Toyota)
@Johnny
Having read you post over, completely agree with your several ideas on marketing at HQ…
I think my point was less about British, per se. More about agreeing with a fellow “forumite” about just ONE point of differentiation. British quality. But also - then - about the merit of having a point of differentiation at all.
What makes Naim different and special ?
Particularly in an increasingly crowded, global market.
But, in-any-case, any ideas of how you are different needs to be communicated effectively to your target market. However, right now, the product range - with entry points into the brand at various levels - seems to be missing. (We are all waiting and watching that one).
I do believe - if you get it right - being British - British quality - resonates with both British and international consumers.
Hope that idea advances this debate ?