« on: June 07, 2013, 01:23:52 PM »
The development costs on the lens were pretty high, its unlikely that Canon will see any profit in 5-7 years.
Selling price is $11,800. Dealers get about 10% discount off the selling price, so Canon might get $10,600.
As far as direct costs to manufacture and assemble the lens, it likely costs $6500 - 7500. The rest is amortization of tooling, development costs, advertising, shipping, profit, warranty and repair, things like that that are expenses but not included in direct costs by accountants.
Market does not really play a big factor in prices, Canon controls the quantity available and is able to keep prices up. However, if sales are better than forecast, and the development costs are amortized sooner, than there is room to lower the price.
Assuming tooling and development cost was $15,000,000, and amortized over 10,000 units, that would be 1500 dollars per lens, which sounds about right.
No one but Canon knows, of course, but the numbers but it in the ball park range of $7000 to build.