Elemental Designs is proud to announce that as of March 15th, 2007 we will be acting as your online source for DLS mobile Audio Products.
We feel this is a fantastic situation for both DLS and Elemental Designs clients alike. Over the years, we at Elemental Designs have come to realize that our product line, though comprehensive, can still benefit from additions of certain products; specifically among our full range and amplifier offerings. At the same time, we will provide DLS with a reliable online outlet for their products, thus providing existing and potential DLS customers with an unprecedented level of accessibility and support. This collaboration, simply put, makes a LOT of sense!
These products will be stocked at the Elemental Designs Iowa location with supplemental shipments from DLS America, based in Florida. This combination will allow us to fill orders quickly as well as update shipping information at the drop of a hat. Features currently enjoyed by Elemental Design clientele, and soon to be appreciated by DLS online customers. Additionally, DLS online clients will benefit from the free web-based technical support offered by Elemental Designs.
Importantly, we at Elemental Designs will be working hard to promote DLS’ current and growing retail dealer network. An authorized DLS dealer listing will be present on ALL DLS product pages on our web site; those seeking DLS products will be able to search for DLS retail dealers in their area.
Some background on DLS: Founded in 1979 in Sweden and among the most respected of high end mobile audio brand names in Europe, this relative newcomer to the US market has steadily made a name for itself in the domestic mobile sound quality landscape. Throughout the years, DLS has compiled a long list of accolades, from speaker of the Year awards to glowing reviews for their amplifiers. Their efforts and dedication culminated at the 2006 IASCA world finals, where Team DLS vehicles won 5 out of 8 classes. We are proud to represent their company and formally announce this relationship to the public.
Now for the nitty gritty! All DLS warranty and RMA repair work will be performed at DLS facilities in Florida with all documentation to be released and hosted on the Elemental Designs web site. All prices listed on our website will be stringent to DLS pricing guidelines.
At Elemental Designs we plan to concentrate on the DLS Reference and Ultimate lines of products. This will allow us to offer our current client base a natural segway to higher end products that carry the same reputation of performance and reliability as our own.
The where and the how:
It`s not like we all saw this coming. I wasnt sure what this part meant...the not like we all saw this coming part" hehe Pinny Burgan of DLS America visited Elemental Designs at our Iowa facilities, while DLS sale-rep Bing Xu, also a long time supporter and dealer for Elemental Designs, was on hand as well to help facilitate the discussions.
It should be noted that this relationship was not forged out of 15 minutes of conversation and banter over sales numbers. It was however created by `the people in charge` so to speak and discussed over the past months to create a better buying experience for DLS clients online and a wider breadth of product offerings for existing Elemental Designs customers.
All pricing. All pictures. All product information will become active on the Elemental Designs website March 15th, 2007. At this time we will begin actively shipping DLS products from our Iowa facility to your homes all over the USA.
From Pinny, Bing and myself. Thank you for your support and opportunity to make this decision to move both of our companies forward!
Seems like it could be a bad move. Although ED seems to have a growing fanbase, the guy's who tend to buy DLS are the guys who are on the whole anti-ED bandwagon. There's a few ways that ED could make this successful but I wish them good luck.
I know many people think Ben Milne is a poor businessperson as far as pre-orders for things that do not exist, I kind of like this relationship. I like the ability to access things not readily available. However, my next DLS purchase will more than likely be through manny, don, or buying used. The forum-dealer provides the same thing as ED can provide, but with the ability to scroll through pricing rather than send PMs.
Only thing i have to say....I hope that ED can uphold the reputation of the DLS product. Everything is public when it comes to ED, and there is alot of negative sentiment out there online on the way they conduct business.
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I guess I should chime in since i am the one who help foster the deal. And again, i realize people have prior expereinces with both brands and not all are positive...i am in no way trying to change your mind about waht happened int he past. I only hope let you know why i think this deal made sense.
1. regardless of waht has happened in the past with Ben or Ed, my expereinces with both companies, as a dealer, and rep for DLS, has been very positive. Having been in the industry long enough, i have experience a fair share of disappoiintments, lies, downright rudeness among various brands, some very well respected. Agaain, I dont want to dwell as on what others have experienced in the past, but i can only attset that i have been treated very well but both companies, and the fact that i deal with the primary decision makers of both companies directly means a lot. I trust both sides to respect each other and make this work harmoniously.
again, i am by no ways saying ED is perfect in terms of business practice, neither am i saying it about DLS...but to be honest, i dont know a lot of other online sources that i would trust oer ED from the industry stand point. Crutchfield maybe one, but that i think is in a totally different category
2. lest face it guys, the internet is the future of the 12volt industry. So why let it continue to be a threat to us at DLS, with unauthorized transhipping and online sales, when we can find a relaible and trusted source to do it? One thing, I htink most of you agree, is that ED doesnt try to undercut people, they dont list a price, and then tell you privately, hey, you can acutally get it for way less if you email me directly. their discount are all package, introductory, or forum based (previously)...i feel very strongly this is the way DLS products should be reprsented, fairly and at MAP costs wtih full support.
3.They work well together. People who has seen some of my work will see a lot of ED and DLS combos. I think this naturall ymakes sense for those with a budget that falls between ALL ED and ALL DLS prdocuts, combining ED amps and subs with DLS spekaers often give the custoemrs a system that sounds great yet costs less than many comprable designs featuring all of the same hgih end brand.
4. As a dealer and Rep, if there is something DLS needs a bit more in the US, its exposure and support for the common folk. While within our cirlces, DLS is well known, it often doesnt mean the average joe knows what it is or will ask or look for it when designing a system.
Additionally, the DLS dealer network have a lot of areas left untouched, and this is a great way for people in those areas to get their hands on authorized purchases versus going ebaying. I get an average of about 20 requests a week in the past about "i wanna do dls, but cant find any dealer!" now i can direct them to a centralized location.
there are other more specific reasons but i dont want to write all of them out.
Again, i am not asking you to change your prior opinion on either brands, i am simply telling you that i DO believe this partnership is mutually beneficial, and i put it together without any malice, or alterior motives in mind.
I welcome all your conerns, and as a rep and internet pointman for DLS, i am very happy to receive your questions, simply email me:
It would seem odd to me that a company with the brand recognition and brand equity of a DLS would select ED unless they felt 150% comfortable with this both from a business practice standpoint and a brand equity standpoint.
I would bet DLS believes most of the world has moved beyond the "flatcone drama"... And ED's growth rate probably serves as great evidence in that regard.
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It would seem odd to me that a company with the brand recognition and brand equity of a DLS would select ED unless they felt 150% comfortable with this both from a business practice standpoint and a brand equity standpoint.
I would bet DLS believes most of the world has moved beyond the "flatcone drama"... And ED's growth rate probably serves as great evidence in that regard.
i compeltely understand your concern. jump with both feet into the online arena is always risky, because there are always negative opnions abound about alot of things...but my thinking came from these two points, whether you agree wtih them or not
1. as i said, internet is the future, and must be harness properly. I personally think that ED is a decent example of how to conduct online buisnesses efficiently and properly. I will never consider selling to a online stereo warehouse of course...and what other online venues can you think of, do you think that has the combination of exposure, control, and support of ED?
2. Partnerships between well respected, high end brand doesnt mean it goes well or end well. So I dont see paring up wtih ED as a bad ting for DLS if you need examples, simply look at DLS-Genesis, ID-Arc, heck, Focal-AUdison?
again, i wanna emphaize that i am not pretending no one ever was disappointed or screwed by either company in the past in some way, but...wheni step back and look at the 12volt industry in general, DLS and ED acutally do stand out a bit as being the decent ones
...and what other online venues can you think of, do you think that has the combination of exposure, control, and support of ED?
Sadly, this is true. I can't think of a better "package audio" online vendor then eD (only AA comes to mind). I am glad that DLS is partnering up with eD because I was never going to buy any of their products off the internet, after the whole counterfeit fiasco. Good luck to both DLS and eD.
You must have pretty good recognition too. As soon as I saw the announcement, I remembered that you dealt both and wondered if you were involved. ID also ...
I certainly agree that the Internet will be increasing important, but I would be interested in your thoughts on a few topics. ED has sort of encouraged the idea that they offered unsurpassed quality at bargain prices. If they haven't directly said so, they have at least allowed other people to assert without correction that people paying more for high end equipment were fools with too much money - the "why would anybody buy anything else" argument. How do expect them to handle what will essentially be a repositioning of their product line?
There are generally two approaches made posible by the Internet. A company can either tout the efficiencies it allows, letting them do more with less to keep prices low. The other is to use it as a shield to encourage people to believe they are much larger than they are. I've always thought ED was in the second camp. Regardless, they are certainly a polarizing entity. I'm very interested in any light you can shed on why DLS thought this was better than just hiring a person or two to handle direct sales and support? My reaction was that since ED is just a few people, DLS must be MUCH smaller.
You must have pretty good recognition too. As soon as I saw the announcement, I remembered that you dealt both and wondered if you were involved. ID also ...
I certainly agree that the Internet will be increasing important, but I would be interested in your thoughts on a few topics. ED has sort of encouraged the idea that they offered unsurpassed quality at bargain prices. If they haven't directly said so, they have at least allowed other people to assert without correction that people paying more for high end equipment were fools with too much money - the "why would anybody buy anything else" argument. How do expect them to handle what will essentially be a repositioning of their product line?
There are generally two approaches made posible by the Internet. A company can either tout the efficiencies it allows, letting them do more with less to keep prices low. The other is to use it as a shield to encourage people to believe they are much larger than they are. I've always thought ED was in the second camp. Regardless, they are certainly a polarizing entity. I'm very interested in any light you can shed on why DLS thought this was better than just hiring a person or two to handle direct sales and support? My reaction was that since ED is just a few people, DLS must be MUCH smaller.
Very good points indeed. And i will asnwer them to the best of my ability. again , please take my answers as opnions as a affliate of DLS, and not DLS sweden itself
1. Pushing a product, touting it as the only way to go, this is a practice that I PERSONALLY disagree with, but, is standard all over the industry. Again, i do understand exactly waht you mean, but i do also think ED gets a bigger share of the blame because they deal online only. Think about this, how many times have you, or know people, who walked into a dealer, and had the saleman tell you,"xxx brand is the best! all aothers are junk! get it! get it!"? well, let me tell you taht this ahppens thousands of times a day across the country in hundreds of shops. Taken into a higher focus, i can tell you that I have met quite a few reps, and company representatives who have touted the exact samet hing to me and toher potential dealers. Very rarely, will i talk to anyone who is selling their product tell me, "our stuff is good, but hey, there are these other brands who are at our level or better", the point is, everyone tries to make their stuff sound like the BEST choice for you.
Having said all that, I will PERSONALLY do my best to amke sure the "we are the best, dont buy anyhting else" notion do NOT get into the DLS - ED partnership. I will help moderate discussions and willnever tell you, if you dont think DLS is good, then go screw yourself, or anyhting like that. That i can promise, and being the liason between the two companies, my word acutall can translate into direct action.
As far as how ED can perhaps redirect their notion that their stuff is the ONLY alternative, i will leave it up to them. I personally, through talking to Ben and the guys at ED, they hae never told me any such thing, even long before anything with DLS was considered. But i again, know what you mean...and i can assure you this kind of notion will NOT get translated into the new deal. Of course, i am loyal to DLS and will tell you taht DLS is good stuff and good value in its price class, but i will always tell you, it my OPINION and never force it on you
2. you are right in a sense. THis is a deal between DLS america, and ED, not really DLS sweden and ED. And you are right in saying that DLS america, is some ways, smaller than ED. as far as letting people believe that they are biggter than it is, again, i think many many companies do it. It is standard to have assure people that they are big, solid, strong, and wont go belly up soon and leave the customres hanging. I think if we surveyed people out there, about how big they think various brand names are, i would be willing to bet that almost ALL of them would think they are much bigger than they really are. I mean, there are so many brands out there with perhaps 5 employees total, but no one will think it because their product are pretty well spread not all companies are like DEI, or Rockford, or Kicker or JL interms of size, and heck, i think you will agree that size doesnt always mean better products right?
but once more, i will assure you that i am going to moderate the ED-DLS partnership my way, and it wont be through misrepresentation or anyhting as such.
I hope overall to let my actions and the actions of the partnership speak fot hemselves All i ask of you, is to keep an open mind
Because they now directly profit from the sales of the product of a competitor, that competitor is worth buying
I for one, dont think ED is a competitor of DLS for MOST of the products. They are on two pretty different levels.
And please dont think ED brokered the deal with DLS, infact, the whole idea came to my head, as a way of helping DLS in the first and foremost (since i am a DLS rep), and contacted ED after speaking with Pinny
I really wanna get this fact straight, right now, you are hearing it from me directly. That is how the partnership started
I believe strongly that this partnership benefits BOTH parties, in unique ways that are important to each side
Very good points indeed. And i will asnwer them to the best of my ability. again , please take my answers as opnions as a affliate of DLS, and not DLS sweden itself
1. Pushing a product, touting it as the only way to go, this is a practice that I PERSONALLY disagree with, but, is standard all over the industry. Again, i do understand exactly waht you mean, but i do also think ED gets a bigger share of the blame because they deal online only. Think about this, how many times have you, or know people, who walked into a dealer, and had the saleman tell you,"xxx brand is the best! all aothers are junk! get it! get it!"? well, let me tell you taht this ahppens thousands of times a day across the country in hundreds of shops. Taken into a higher focus, i can tell you that I have met quite a few reps, and company representatives who have touted the exact samet hing to me and toher potential dealers. Very rarely, will i talk to anyone who is selling their product tell me, "our stuff is good, but hey, there are these other brands who are at our level or better", the point is, everyone tries to make their stuff sound like the BEST choice for you.
Having said all that, I will PERSONALLY do my best to amke sure the "we are the best, dont buy anyhting else" notion do NOT get into the DLS - ED partnership. I will help moderate discussions and willnever tell you, if you dont think DLS is good, then go screw yourself, or anyhting like that. That i can promise, and being the liason between the two companies, my word acutall can translate into direct action.
As far as how ED can perhaps redirect their notion that their stuff is the ONLY alternative, i will leave it up to them. I personally, through talking to Ben and the guys at ED, they hae never told me any such thing, even long before anything with DLS was considered. But i again, know what you mean...and i can assure you this kind of notion will NOT get translated into the new deal. Of course, i am loyal to DLS and will tell you taht DLS is good stuff and good value in its price class, but i will always tell you, it my OPINION and never force it on you
2. you are right in a sense. THis is a deal between DLS america, and ED, not really DLS sweden and ED. And you are right in saying that DLS america, is some ways, smaller than ED. as far as letting people believe that they are biggter than it is, again, i think many many companies do it. It is standard to have assure people that they are big, solid, strong, and wont go belly up soon and leave the customres hanging. I think if we surveyed people out there, about how big they think various brand names are, i would be willing to bet that almost ALL of them would think they are much bigger than they really are. I mean, there are so many brands out there with perhaps 5 employees total, but no one will think it because their product are pretty well spread not all companies are like DEI, or Rockford, or Kicker or JL interms of size, and heck, i think you will agree that size doesnt always mean better products right?
but once more, i will assure you that i am going to moderate the ED-DLS partnership my way, and it wont be through misrepresentation or anyhting as such.
I hope overall to let my actions and the actions of the partnership speak fot hemselves All i ask of you, is to keep an open mind
I definitely don't think that the size of the company is important. You are absolutely right that there are many well know brands that are really just one or two people. I consider trying to exagerate the size of your business old thinking. I'm all for lean, mean innovation.
My impression of DLS, admittedly uninformed, was based on their Swedish operation - to me, pretty slick, nice stuff that is a little out of my league. My impression of ED, based on more interaction, was of some kids who sometimes got it right, sometimes got it wrong, but frequently didn't consider the consequences of some of the things they said and did. Really closer to your description of salesmen.
Thanks again for the explanations. I'm really just curious to watch as businesses that predate the Internet, or didn't make their name there, grapple with the virtual marketplace. Good luck to you all.
I sincerely hope I didn't sound judgemental or negative. What's interesting is that on second reading of the announcement, I think we are all taking this to be much more significant than it is. The headline: DLS & Elemental Designs Join Forces! can pretty easily be interpreted as meaning more than ED is DLS America's authorized online dealer, which is a more neutral statement of the apparent relationship.
This is already being refered to as a merger elsewhere. Being an authorized dealer is a much different relationship, so most of my previous questions are invalid. Sorry to have played any part in propagating confusion.
excellent observation rudeboy. I am completely there with you. Youthness of ED has its downside of course, but also upsides. and i am sure you would agree that old, entrenched people have their downsides and upsides as well. I think many older generation of people in the buisness are so opinionated that this kind of colaberation wuold never work. Further more, at least in my opninion, Ed has learned from their past mistakes as Ben and ED, matures. And i hope that I, along wtih DLS, will make sure this partnership is conducted in a mature manner as well
but i do want to add a little about DLS as far as being out of your league. As a rep and dealer, the numer one misperception tha ti hear about DLS whe ni suggested is "oh yeah! i hear they are super nice, but i dont think i can afford it!" I think this has to do a lot with the priciing points of our peers, wtih amps and components that range well into the 2, 3, and even 4k range. One reason i like DLS is that they hoenstly, taken into perspective, arent THAT expesnive.
The fact that our amps (aside from the TUbe amp), tops out at below 1000 bucks MAP, and our speakres, top out at 1200 bucks ish, should say something. also, many epople dont know, that we have products that goes all the way down to a 50 dollar coaxial and a 200 dollar amplifier. Though, in the spirit of avoiding conflict interest, only higher end models will be available through ED, as well as certain lower end DLS stuff that fills a void in the ED line up, such as coaxials, 5.25"s and small 3 and 5 channels
DLS and Elemental Designs Join forces
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