AvTvM said:
LOL! Nikon and Canon would be the last corporations selling anything "at cost". At max. they are only calculating 80% gross margin, instead of 100% ... i estimate "at cost" for that Nikon lens around 800.
C'mon. You know there's a lot more in a company's profit than how much it costs to build vs. how much it is sold for. There are middle men, tariffs, commissions, partnerships, etc. that cut into the manufacturer's profits.
So I am not for a moment saying that particular Nikon lens costs $1400 to make. I'm saying that Nikon may be giving up some/all of it's profit margin for that product to get the end price down to that very attractive $1400 asking price.
B&H, governments, etc. will still get their cut as Nikon cannot stop that from happening, but Nikon can slice into its own profits if they feel it will get pullthrough from other segments.
Like Canon users who would give their left nut to get [longer than 400mm] + [retain first party AF] + [not need a teleconverter] for less than $9k.
With lenses, Nikon's usually far too busy trying to plug gaps / keep up with Canon than reach for blue water like this, so I give them credit here. They've shrewdly pegged a product gap and (IMHO) perfectly timed its release alongside the D500. It's a clear-as-day competitive share move, hence my not-so-zany theory Nikon might engineer a way to dangle a very lost cost lens to the 7D camp, birders, etc.
- A