Bremont's operating profit has been negative since 2015. The new CEO had previous hinted at what was to come:
"The whole entry part of this new line is below 3,000 pounds, between 2,500 to 3,000 pounds, which for me is where, in this premium segment, the soft belly of the market is. This is where consumers are. I love this segment, it’s difficult, it’s competitive — for less money, you have to do everything that more expensive brands do with the same level of sophistication, sexiness and precision."
I suspect with the downturn in the maket, they are trying to pitch into what they see as the safer bet and try and take some of the Tudor marketshare.
I've never been a Bremont fan as I think they marketed themselves out of nowhere, but I can see the appeal of the altp and MB2. The new models look crap though and risk devaluing the whole brand.
to be fair, operating profit is irrelevant for a growing company with investors on board. Arguably showing a profit isn't a good idea as you have to pay tax on whatever you make so better to reinvest that money if you can and if you want to grow. Remember all the media reporting on the tech companies who claimed tiny profits to avoid paying tax.Originally Posted by Christian
the new CEO had indeed wanted to push toward the lower cost sector of the market which I personally thought was a bad idea but probably made sense financially as it's where the volume sales are. I doubt it had anything to do with the downturn in the market though as it's the same principle that he used in his previous roles (apparently)
I don't mind the re-brand itself, the old logo was a bit naff anyway.
Moving away from the unique car design though makes the new Supermarine a backward step even though I think the dial is an improvement.
The Terra Nova does nothing for me either, though again the dial is to my liking, just not the rest
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