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Elfin slashes prices
Up to $20,000 cut from niche sports cars under Walkinshaw control
28 Mar 2007
JUST three months after being taken over by the Walkinshaw Performance group, Elfin Sports Cars has slashed the prices of its two Holden V8-engined MS8 models in an effort to stimulate sales.
The local sportscar-maker has reduced the price of its Holden-designed MS8 Clubman by $14,000 (14.1 per cent) to $84,990 while at the same time taking out the fully race-adjustable suspension and brakes.
Getting an even bigger price cut is the full-bodied Streamliner model, which has been reduced by $20,000 (16.7 per cent) to $99,990.
Elfin chief executive officer Chris Payne conceded that the price cuts were mainly to stimulate sales, but said there was a genuine need to alter the specifications to make the cars more suitable for the road.
He said that the final specifications had not yet been settled. As well as eliminating the fully-adjustable shock absorbers, changing some of the suspension mounts and changing to AP Racing callipers instead of the present locally-made units, there will also be some changes to trim and electronic controls.
“There has been a tremendous amount of interest (since taking over in December), but the feedback was that the cars were quite heavily specified for the track and that pricing was an issue that needed to be addressed,” Mr Payne told GoAuto.
Mr Payne said that Elfin was talking to existing customers about compensation for the new pricing – at least the three who have bought cars since the Walkinshaw takeover. The previous Elfin owners sold only 10 cars, which had standard equipment that will now be optional.
Elfin does not currently hold any private orders for cars and is building cars to the end of April only to stock its new line-up of dealers, having appointed agents in every state (most of them existing HSV dealers) as well as New Zealand and the UK.
Next month the marque will be launched in the UK, where two dealers have been appointed in the south and east, with another pending in the north.
In an official statement, Elfin said the pricing realignment was the result of “a major review of the manufacturing process and option policy”.
Left: MS8 Streamliner.
“In response to customer requests, Elfin will offer a greater level of choice in the specification, with some of the previous track-oriented features now placed onto the options list,” said the statement.
“Since the acquisition of Elfin by the Tom Walkinshaw group in December last year, the company has undertaken a comprehensive review of the cost structure, marketing and model position for the highly praised MS8 sportscars.
“Potential customers have expressed a desire for a more affordable Elfin, without the complexity and cost of features such as the fully race-adjustable suspension and brakes. These and other track-derived features will now be options.
“At the same time, the base car will lose none of its high-performance appeal, and now with the revised pricing it will be within reach for more potential Elfin owners.”
Elfin last week appointed its first Melbourne dealer (aside from the Braeside head office and factory) – City Automobiles in Burnley Street, Richmond. Long-standing motor industry identity John Pascoe, the managing director of City Automobiles, also sells late-model Mercedes-Benz, Porsche, Lotus and TVR vehicles.
“Our family has been involved in the prestige and sportscar business in Melbourne since the 1940s,” said Mr Pascoe. “Elfin is a fabulous boutique addition to our Richmond facility and is a perfect compliment to our long history of association with specialty motor cars.”
Elfin sold 13 cars last year and projects sales of 50-75 road-certified cars this year as a step towards annual production of around 100 units.
Read more:New owner wants Elfin to be Australia's Lotus
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