Revell 1:32 Tornado GR.1A re-issue - pricing policy ?

[Tiger331]

It may just be my opinion but I was rather surprised by the 49.99UKP price tag for the recently re-issued Revell 1:32 scale Tornado GR.1. I cannot help thinking that they are trying to capitalise on the so-called EVilBay effect where this previously hard to find kit regularly commanded 70-75 pound price tags. IIRC the original kit retailed for 29.99 and even taking into account inflation would not now command a price tag of an extra 20.00, particularly since there were very few pre-production costs involved; same mould, same decals and same box art. Given their normally excellent pricing structure with, for example, a highly detailed and complex 1:32 scale kit of the Westland Lynx coming in at less than the Airfix kit in 1:48 scale, I just cannot work out why they priced the Tornado so high. It will be interesting to see how well it sells initially - they are not exactly flying off the shelves at the Big H website and I suspect most will wait until the kit comes down in price through the excellent discounting structure that Revell seem to offer a multitude of retailers but I do feel they missed an opportunity here. It would be interesting to see what others think ?.

[Tomjw]

I am willing to pay it, and it has just arrived. The pricing also seems to fit in with other Revell 1/32 kits such as the Eurofighter. I do nor feel resentful or robbed in any way. Judging by the reactions of some on this site and on other sites such as LSP, I think it is going to be fairly popular. This is now the second GR1 I own in this scale, and it is likely I will buy more.

Tom.

[Caution Wake Turbulence]

I don't know if it's a new thing, but they have re-released a number of kits recently as limited editions (2,500 for the Tornado, I think). I don't know what a 'normal' production run would be, but it will inevitably have an impact on the price, I imagine. It just depends on how much you want one - eBay prices are just a reflection of supply and demand aren't they, so good on Revell for re-releasing a kit that's apparently in demand! If the demand isn't there the price will come down in time - I've already seen it quite heavily discounted in some places. I would shop around though before getting one from Hannants, so I'm not really surprised that they haven't sold out.

Andrew

[JasonC]

A 1/32 modern jet for £50? Hardly gouging, and it doesn't sound unreasonable to me. At the end of day, they set a price that they think people are willing to pay, and that they hope will make them the most money. The link to production cost is tenuous at best.

Edited December 19, 2013 by JasonC

[colin ritchie]

I think there would be less resentment is they'd added in a sprue or two with GR4 additions , and some Modern weapons , Brimstone etc ..

[thepureness]

shopping around you can still find the kit cheaper new, I've seen it around £40 new on eBay since the release, though its not there now. I recently sold my old kit for £50 on eBay before I even knew about the re-release. Tbh my first thought of £50 did seen a little steep, but then looking at kits like the Eurofighter, he-111, he 219 and ju 88 they all retail for £30-£60.

Shop around, you maybe get a better deal online

[Tiger331]

Don't get me wrong.....I have been a long term fan (and defender) of Revell and do often wonder how they manage to bring out such masterpieces as the Arado Ar-196 and Westland Lynx family at such a low price when compared with some of their Far Eastern competitors...which is why I was more than a little surprised with the standard UK RRP......I did not imagine, for one minute, that they would maintain the UK RRP of the original issue but just felt it was a little 'steep'. I am in the fortunate position of having two of the original-issue kits so I'm not really in the market for a third but thanks for the helpful advice on shopping around. I'm sure others will find it useful.

[Tiger331]

A 1/32 modern jet for £50? Hardly gouging, and it doesn't sound unreasonable to me. At the end of day, they set a price that they think people are willing to pay, and that they hope will make them the most money. The link to production cost is tenuous at best.

Take your first point but I'm not sure I would necessarily agree with you on your parting shot. As someone who works on the periphery of the industry, a large percentage of the overall production costs of a kit go into the R&D, production of the mould, marketing and advertising, decal design and packaging. Given that the original kit does not appear to have been modified or added to, and that the decals and packaging are the same as before, Revell only have to worry about reproducing the actual content and you would be surprised at how much (in actual fact little) the basic plastic parts cost to produce. Rest assured they are making a tidy profit on this re-issue but good luck to them (see my other post).

[avro683]

That RRP seems reasonable to me, given that the price you quote is for initial release and is over ten years old and earlier this year Revell had a price hike akin to those recently foisted upon us by certain far eastern manufacturers, who would undoubtedly list an RRP at least twice that.

[JasonC]

Take your first point but I'm not sure I would necessarily agree with you on your parting shot. As someone who works on the periphery of the industry, a large percentage of the overall production costs of a kit go into the R&D, production of the mould, marketing and advertising, decal design and packaging. Given that the original kit does not appear to have been modified or added to, and that the decals and packaging are the same as before, Revell only have to worry about reproducing the actual content and you would be surprised at how much (in actual fact little) the basic plastic parts cost to produce. Rest assured they are making a tidy profit on this re-issue but good luck to them (see my other post).

I have no reason to doubt your observation as to the costs involved. The point I was trying to make is this: Just because it costs them less to knock out another production run, it doesn't mean that they will (or should) charge less. The price is set not by the cost necessarily, but by what they think will net them the most return. If they think they'll make more money by upping the price and (presumably) selling fewer units, then that's what they'll do.

regards,

Jason

Edited December 19, 2013 by JasonC

[AnonymousAA72]

Any business worth their salt, and any business wishing to stay as a business have every right to charge a fair price. I would suggest that IF the new price being charged is in line with inflation, over the years and based on the original cost, then it is a fair price. (I've not done the maths though....)

[AirfixAndy]

The RAF GR1 was originally released in 1998 if that helps .

Personally I think its a fair price for a large scale Tornado ......its up to modern standards and compared to other 32nd scale jets is quite cheap.

Not that I would rush out and buy one at 50 quid........Limited edition or not . Cheapest I saw was £39 quid posted.

Andy

[Takamota]

Not a bad price at all really given the absolute shedload of plastic in the box....... Have a look at the price of a 1/48 Hasegawa kit then come and cry over price..... I'll be on your side then!

Oh i am a little biased too as i have and am building a few of them.

[Julien]

Like any business they will charge what the market can take. They will want to maximise their profit.

when 1:48 hasegawa kits cost nearly £80 and 1:72 kits coming in at £50+ it does not look that bad to me.

Julien