After some comments on price on another forum I called Bryan and asked him how this business model is going to work for them. Here was his direct feedback:
Who is your target buyer:
1) If buyers want the most affordable top on the market, they should buy a Softopper.
2) If buyers want the best product on the market, they should buy a Can-Back. Our buyers have pride in their 4Runner and only want the best products even if our business model excludes the value based buyer portion of the soft top market.
Why is it the best and how do you justify the price:
1) Original tops sold well at $1,200 a top. With inflation at 3% per year, that is $1,600 today. Instead of cutting value from our original tops, we found ways to make them even better and added more cost into them. And they added Zip Off sides if buyers don't want to roll them up.
2) They used Vortex Threads (which are 3x the quality & price of regular threads at $60-100 per spool)
3) They use high grade Stainless Steel frames
4) They use Sunbrella Sea Mark fabric ($30/yard)
5) They use Strata Glass Vinyl for the 3 Side and Rear Windows (from high end yachts)
(I'm not an expert on soft top materials or design, so maybe others can explain #2-5 above further)
They tested the old tops and found that seams would begin to fail at 10 yrs, so the upgrades above should increase the life of the top to 20 or 25+ yrs, increase durability, and be the best top period that looks great 10 or 20 yrs down the line.
He was very candid - if your fellow members want an affordable top they should buy a Softopper. If they want the best, the will spend more and buy a Can-Back. He said they could have produced a $800 or $1,200 top, but it wouldn't have been up to Can-Back standards.
I'm not pushing a Can-Back - this is objective feedback that I'm simply passing along. I've got a pristine 4Runner that I plan to invest a lot in and I want the best product, so I'm willing to spend $2K to get a Can-Back that I only have to buy once.
I still think if we get enough members involved, I can get the price down more. Keep the feedback coming (positive or negative) and I hope the helps.
