No arguments here guys, just opinions. We all know what those are worth.
You all call it "me too". I call it "get with the program". The object of a business is to sell your product. You do that by recognizing what the public is buying and going with it.
I wasn't saying that Buck should go to ATS34 and stop. I think that the idea of taking a "leadership" position, if that's what you want to call it, is a great idea, but what's wrong with upgrading the base product to what the market is going for now and giving oneself a better financial base to work with?
There is risk involved with introducing new and unfamiliar products/materials to a market that is, in general, very conservative and cautious. If a buyer is going to lay down big bucks for the latest wiz-bang kuttenstabber, he has to know what is in it and be confident that it will do what he is paying for it to do.
We as dealers and manufacturers have to be able to assure him that it is worth the money that he is parting with. That usually means tried-and-true materials (steel, handle material, etc.) that he is familiar with. The biggest complaint that I hear about Buck knives (after "they are too hard to sharpen") is that the steel they use isn't as good as what Benchmade or some of the other "quality" makers use.
Rightly or wrongly, ATS34 has the recognition and reputation for being used in high quality, high performance knife blades. It isn't going anywhere soon. I believe it will be around for a long time. That doesn't mean that all customers will shy away from exotic or special steels by any means, but the average buyer is not that adventurous, especially when it comes to money.
We can probably all agree that Steels like BG42, VG10 and the CPMs are great steels for knife blades and would like to see more of their use in production pieces. I know I would, but something has to be the bread-and-butter product. Why not upgrade the basic stuff to ATS34 and use the increased sales to pay for the research and development of the new stuff, and the cost of promoting it?
We have to remember that the majority of the buyers aren't on these forums and don't have the background or interest that we do. It is going to take some convincing to sell an average knife buyer on the idea of paying twice as much for that BG42 blade when he "KNOWS" what ATS34 will do. Leadership roles are good for the ego but can often times put one so far out front that there is nothing to fall back on.
Build knives out of the good stuff? You bet. Start a program of premium knives and keep it going. Promote the daylights out of it. Don't make them "limited editions" hoping that customers will think they are buying instant collector items. That market is too narrow and not very deep. Sell to the people who want knives they can USE. Just remember that most buyers aren't metallurgists(sp?) or knifemakers and wouldn't know one steel from another if they didn't read about it in Blade Magazine, Knives Illustrated or Tactical Knives.
Spyderco became a leader in the industry, not because of the steels they use, (heck, they use so many different steels that it is hard to keep track of them), but because of their radical new designs. It took a long, hard promotion program to get people to try and then accept them. It worked because of their PR and their quality.
I don't regard Benchmade or EDI in that category. They aren't leaders. They just recognized a trend and went with it. They were smart enough to realize that the customers already knew about the materials they were using. They made their knives look good and, in the case of BM, put other peoples' names on them. Marketing. They "got with the program"
Peace.
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Dennis Wright
Wright Knife & Sporting Goods
wrightknife@ixpres.com