This sound policy is two fold in my opinion: If they want to publish a price for Machine-X, the $500 MAP is the lowest they can advertise. Even though Dealership-Y sells Machine-X in their store for $400, they are not allowed to publish their $400 price online. For example, Machine-X has a designated MAP of $500. Many sewing machine manufacturers and distributors designate MAP to each individual machine, and dealerships like us are not allowed to publish a price below MAP. PRICING & THE CONCEPT OF MAP (MINIMUM ADVERTISED PRICE) A lot of these models are designed to be more like a toy than a tool and I mean this literally. In fact, the most popular online models, especially in the entry-level category are certain Brother and Singer branded machines. The problem I see over and over again is shoppers choosing poor quality models. This does not mean you cannot get a very high-quality sewing machine via on-line retailers including ourselves. In fact, many premium models and top-line models are only available from your local authorized retailer. However, not all sewing machines are sold on-line. Over the years, more and more machines are being allowed to be sold on-line by the manufacturers and distributors. Why is a metal housing important? Keep reading. In addition, the second machine they liked, lacks a metal alloy housing which is a must in my opinion. My brother, Tomas, recently sent me a review from the New York Times’ popular consumer review publication, Wirecutter, which recommended one of my least favorite machine lines for multiple reasons. How many times have you been prompted after an online purchase to give a review? The most serious specialty shops rarely call the customer immediately after a purchase and ask them to go online and tell the world how satisfied they are. In contrast, often the very best machines in the world have very few reviews or get little press coverage because consumer reviews are a direct bi-product of the online purchase experience. I often see 4-5 star reviews on machines that I can objectively show you are very poor quality. I think there is an erroneous positive bias towards machines sold online, despite the fact that many of the best machines are not available online. My biggest motivation for doing this review is that I often see poor quality machines getting excellent reviews. With 34 years in the sewing machine business, having sold roughly 20,000 sewing machines and servicing another 45,000 machines as a technician, I think I have the experience and expertise to offer some guidance. Following in his footsteps, I majored in Engineering and now find myself analyzing products both good and bad on a daily basis. He also never hesitated to express his displeasure with cheap and poorly designed products. Not a day went by without him pointing out to his five kids products that were beautifully designed and manufactured with high-quality materials. Ramon was a super technical and analytical guy. The factory made sewing machines and components for the South American market. Born in Argentina, he also was the “Hefe” (Boss) of a factory in Buenos Aires Argentina called Madex, licensed by Husqvarna AB Sweden, early in his career. My father, Ramon, was a Chief Mechanical Design Engineer in the pump industry.
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