Madrigal merging what's good about Proceed with Mark Levinson

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  • Lex
    Moderator Emeritus
    • Apr 2001
    • 27461

    Madrigal merging what's good about Proceed with Mark Levinson

    It is with a heavy heart, that I break the news that Proceed Audio as we know it now, will cease to exist sometime this fall. It is important that we tell you about this, so you don't run out and buy an AVP 2 or something like that.

    I really don't understand this after rereading. Apparently the AVP2 will stay in the line. It's as if, well, folks will feel better about their Proceed gear if it says Mark Levinson. In fact, Madrigal even says that people have asked for this.

    I liked the Proceed name, it was fresh, and progressive.

    Anyway, I leave you with the link to a PDF, a letter from Madrigal Audio,
    Lex





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  • David Meek
    Moderator Emeritus
    • Aug 2000
    • 8938

    #2
    . . . we are preparing to reintroduce the best models of the Proceed range by elevating them to the Mark Levinson line. . .
    ???? And they need to be elevated, why? I saw no real justification in that blurb for this. Is Levinson losing market-share? I guess another bean-counter or marketing department triumphs again.
    :?




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    • LarryB
      Member
      • Dec 2001
      • 81

      #3
      Lex:

      This is old news - -I guess you've been too busy enjoying the new Extrema's to stay up on things.

      Larry

      Comment

      • Lex
        Moderator Emeritus
        • Apr 2001
        • 27461

        #4
        Yeah, I realized that Larry, but I only just learned about it. So, it wasn't very well publicized by the masses apparently in April when it was announced.

        Just doing my part. Yes, enjoying the Extremas would be correct.

        David, maybe this move has to do with elimination of marketing/brand management costs as much as anything?

        Lex
        Doug
        "I'm out there Jerry, and I'm loving every minute of it!" - Kramer

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        • sfdoddsy
          Senior Member
          • Sep 2000
          • 496

          #5
          From the sound of it, the whole of Madrigal may be about to disappear:




          Steve




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          • JonMarsh
            Mad Max Moderator
            • Aug 2000
            • 15261

            #6
            On the one hand, they claim to be merging the Madrigal brands with other Harman operations. OTOH, they've terminated almost all Madrigal employees, except for a handful of engineers, and are closing the existing operations.

            That sounds something like a going out of business but milk the existing product line for a while plan.

            I'm sure the story will unfold in more detail over the coming weeks, but still, not exactly an upbeat news piece for high end video and audio. A tough business to be in, I'm sure.

            Regards,

            Jon




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