It's clear someone hasn't switched to "digital" technologies. Solid state giant Krell brought out a virtual army of new gear at CES this year, one of which is the $16500 FBI -- Full Balanced Integrated. 300 watts per side, the Krell FBI doesn't seem to fit into any of their other product lines so it's thrown into a new category called "Unique Model Series." In person, this product looks like a shiny sherman tank...and probably sounds like one. Oh! Drama?
Really, a new integrated from Krell isn't anything terribly interesting other than the fact that, well, it's not from Mark Levinson and, more importantly, what it means for the industry. Really, Krell is a survivor and one of the few companies (along with speaker giant Martin Logan) to actually have real world sales in home theater stores. While their sound is up for debate, their marketing is not -- non-audiophiles are the target. Mark Levinson, one of the vanguards of SS amps and Krell's logical rival (if there is such a thing), has, as some may know, fallen into a world of trouble. So despite being one of the old school, Krell is blazing trails into HT territory and doing big business.
But what the heck does it mean when their new 2-channel int-amp is thrown into the "Unique Model Series" category? Sure Krell has a whole slew of 2-channel high end gear, but their business is in their HEAT series of HT packaged products. Has it become the absolute rule that, to survive, one must embrace big box home theater?
I typically look forward to your daily posts with great enthusiasm. But your digs on Krell were supposed to be hip and edgy, I've got to tell you they came across more petty and catty.
Its hard to keep up a veneer of professionalism and credibility when running your mouth off with baseless, cliche'd innuendo about Krell's (or anyone's) sound quality or marketing strategy.
Hi Dan,
I appreciate your thoughts. Looking back on the post, yes, it is a little over the top. When I post on a company, I try to incorporate the general consensus of the audio community (if there is such a thing). In Krell's case, their is a general perception and I think my audience should know what it is. If their new products get great reviews, I'll post it, just as I post reviews with negative results. I have no grudges against any company but SonicFlare is not an industry cheerleader where every product is the greatest ever.
As for their marketing, I actually think they have a great strategy going after non-audiophiles, as much as that is possible. The whole industry needs to go that direction, in my opinion. The question I was trying to raise was about their HT biz: if it wasn't for HEAT in the big retailers, what would Krell's business look like today?
In any case, thank you for the honesty. I do take your comments to heart.
Hmm. . I didn't really see the comments as "over the top". I'm so used to Krell bashing that I just glazed right over them.
But back to the FBI. It's a horrible name for a piece, and the Musical Fidelity volume knob sucks. Krell's stuff has looked superb in the past few years, and this doesn't look bad, but they could have done better. I'm not even sure I like the new FPB look. I prefer last year's model.
Also, $16k for an integrated is stout. It probably sounds pretty good, but anyone can make a good sounding $16k integrated. The challenge is to make a great $4k integrated. Overall, I think this will sell a few units, but I seriously doubt it'll be a good seller. Obviously Krell doubts it too by giving it a "special" place in the lineup.
Posted by: B. Riley at February 10, 2006 11:04 AM
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