A Better Course

“thou hast councilled a better course than thou hast allowed”

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  • "I'd love to say that we've developed a secret formula for producing high quality products at reasonable prices, but the truth is that Heritage is expensive to make," says Baxter. "It uses expensive electronics (the OLED display, joystick, high quality amp and digital radio chipset), expensive materials (aluminium, walnut veneer), and it's all assembled by an expensive specialist manufacturing partner. The reality is that Heritage is actually our lowest margin product, and that in an ideal world, we'd sell it at £299.95 rather than £229.95."

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  • even Lexus isn’t a true luxury product. Rather, it is a high level premium product. They base this assessment not just on the minimal flaws in a Lexus, but in the lack of heritage and myth surrounding the brand. There is no century-old tradition, no personality like an Enzo Ferrari or Ferdinand Porsche, and not much beyond an extremely good car with extremely good service.

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