Seventy days ago Dapol announced that it was considering the production of a ‘00’ gauge FEA ‘Spine Wagon’ based on exactly the same specification as our ‘N’ gauge model. This statement was issued today and is published in full.
“Dapol contacted every model rail magazine with the press release and posted the release on its website. It was also distributed to and featured on other web-based media and we understand that it did generate great discussion. We even attended at regional exhibitions, again fully explaining the model and replying to many e-mails sent directly to us. We were therefore content that our ‘message’ did reach the potential buyers.
As this was a new business step for Dapol and we obviously had to be certain that there was indeed a market need, the press release asked modellers to go to their local stockist to tell them of their interest should such a model be produced.
In round terms, we needed to see a minimum commitment level from stockists of 2,000 units for us to consider the model. In truth, 2,000 models is slightly short of a break-even position, but at least it would have given us some enthusiasm that the model was actually needed within the ‘modern’ market.
Our view was that, as these wagons prototypically run in long rakes (10+), it only equated to 200 modellers buying a rake of ten and as such we were quietly confident that the 2,000 level would be easily reached. Indeed, if there were committed modellers out there who would run two rakes on the same layout, then only 100 buyers were needed within the UK.
All of our 237 stockist were contacted by letter. Several were also visited by our sales representative and all subsequently received a telephone call asking for feedback and outline commitment.
In rough figures:-
57% of stockists advised that they had received zero interest and as such, they were not prepared to consider stocking the model.
23% of stockists said they would support us and would commit to between 1 and 5 models in total.
9% of stockists said they would support us and would commit to between 6 and 10 models in total.
6% of stockists said they would support us and would commit to 20 models in total minimum.
4% of stockists said they would support us and would commit to at least 100 models.
…..and one stockist wanted the full 2000 units as an exclusive but no other stockist could be supplied!
Excluding the last statement (which was clearly unworkable and unfair to our other stockists) the total level of ‘commitment’ from all of our stockists was ………… 1,589 units!
Clearly somewhat of a surprise!
Now, under normal circumstances, this model would have rejected; BUT, there is something about it which transcends logic. Call it ‘Gut-Feeling’ – we think that the model IS needed and therefore we WILL produce it.
The model will be sold as a ‘twin pack’ at an estimated cost of under £20.00. The first livery will be ‘Freightliner’ and will be released as four different running numbers. The initial release will be at the Festival of British Railway Modelling at Alexandra Palace in March 2008. There will then be another release in September 2008 of the GBRf livery, again with four different running numbers. As with our ‘N’ model criteria, we will limit production to 250 units per running number.
If and when the market dictates, there will be subsequent releases in Freightliner and GBRf with changes in running numbers on an ongoing basis. There is also a strong possibility that the ‘Jarvis Fastline’ livery could be produced in the near future.
The tooling for the model was commenced earlier today and regular updates with Cad/Cam images will be posted on the Dapol website. We have also commenced work on 40ft and 20ft containers to compliment our model.
To all modern-image modellers we would ask “please support us”. If we find that there is support for the Spine Wagon and Telescopic Steel Hood (see separate news story) then we will commit to a range of modern wagons into the future.
