Fine Sounds Group is now World Of McIntosh
 

The Fine Sounds Group that owns Audio Research as well as a number of other brands, has changed their name. They are now World Of McIntosh. Their new slogan "THE ART OF SOUND EXPERIENCE". And they have open a World Of McIntosh experience center in New York.

As a Long time Audio Research fan, almost 30 years. I find this whole thing a bit unsettling. Seems more about trendy marketing and the audio lifestyle experience, whatever that is. How do others feel about this move?

The Lost Bears.......You may have not noticed these other threads.

http://www.audioaficionado.org/mcint...ce-center.html

http://www.audioaficionado.org/gener...-mcintosh.html

I did, but I am interested in how Audio Research owners feel about this whole thing. Take a look at their newer offerings. They all have that new trendy MAC look. Not just the G series anymore. Do you think this will end up being a good thing for the Audio Research brand? Or the first step toward the mass marketing of the brand?

I wonder why the other brands accept to be part of a club that is named after one of the members? (Albeit its the "wallet").

The other brands are owned by World of Mcintosh (formerly Fine Sounds) I don't think they have much say.

Don't forget, Charlie Randall, the long term President and lifer at McIntosh led the buyout of Fine Sounds. So he probably had a lot to do with the renaming the umbrella organization that is Fine Sounds--a very short sighted idea as it implies that Audio Research is in the orbit of McIntosh and, to the uninitiated, exists only in the world of McIntosh and therefore not the genuine McIntosh article.

I'm a long-time ARC owner, going all the way back to the D-76A. This WOM initiative doesn't especially appeal to me, but the company is probably trying to attract new buyers. Perhaps it will work. I really don't know.

Of greater importance to me is the actual product. I don't buy equipment based primarily on cosmetics, but of course appearance is a factor. Frankly, I really don't care for the new look of the Galileo series that has carried over into the Ref. 6. The problem is compounded now that it appears ARC won't offer black faceplates, which I tend to prefer.

If the company is smart, it will monitor the success of its new strategy and make adjustments as warranted. It will be interesting to see how effective the WOM approach is. If it's successful, it will be good thing for all of us.

Why World of McIntosh?

What about Sonus Faber, ARC, Wadia and Sumiko????????

What makes them part of the World of McIntosh?

Why this kind of branding?

Will WOM separate itself from the other brands in another conglomerate?

This whole thing makes no sense to me. I wonder what their plans are for the other company's they own. There must be more to all this. I guess eventually we will find out.