Canon adds two new lenses to the short supply list

[Del Paso]

If, as some people on this site have stated that \"Canon know the market far better than we do\", why do they say demand was more than we thought. Don\'t they know their market?

Are you so naive as to believe that a company will exactly know in advance how many of its new products it will sell?
Knowing the market is about knowing what will sell, and to produce it. Canon's company's name is Canon, not Nostradamus.

 

[neuroanatomist]

If, as some people on this site have stated that \"Canon know the market far better than we do\", why do they say demand was more than we thought. Don\'t they know their market?

Right. So the people who claim, 'this lens is slow and dark and useless' know more about the market than the company who designed the lens and predicted demand would be lower than it is. Sure, sure. Troll logic stinks worse than actual trolls.

 

[AlanF]

I pre-ordered the 200-800 a few minutes after it came on line. If I have to wait then so be it - the lens isn't going to transform my photography.

 

[MMP]

I guess I've never paid much attention to this, but is it normal to add a lens to the "short supply" list before it has even been released?

 

[neuroanatomist]

I guess I've never paid much attention to this, but is it normal to add a lens to the "short supply" list before it has even been released?

It's the new normal, especially for higher end lenses.

 

[David - Sydney]

That's assuming Canon has both the production capacity and the will to postpone introduction to satisfy all the demand in the first batch. I'm not convinced they actually have either of those.

Very true.. I guess that the main thing for Canon is that they will sell everything that they can make which is good news for their stockholders and keeping Canon in a leading position with their R&D investments.

Similarly, new shiny RF lenses are very popular even at a high price as they add something over their EF counterparts - if they have any approximate versions at all. The want/need to use adapted EF glass is lessening with every announcement leaving TS-E, MP-E, zoom fisheye, long macro, fast/wide primes, 50/1.4

 

[Bonich]

It's the new normal, especially for higher end lenses.

It was nothing different with new lenses a decade ago.

 

[DhlcadR6]

IMHO this is another way for Canon to get a better picture of the market demand...In the past some smartphone manufactures did this. And once they saw the pre-order figures, they adjust the production rate accordingly.

 

[artofwomenphotography]

I can't understand why camera company's bring out new gear than a few day's later saying there is going to be a larger demand then expected and delays will occur. They should be stocking up much more supply before releasing the gear as they should know that the demand for the new gear will be higher then they may think.

 

[GMCPhotographics]

If, as some people on this site have stated that \"Canon know the market far better than we do\", why do they say demand was more than we thought. Don\'t they know their market?

It’s one of the ways that Canon keep us photographers eager. They stem the flow of the exciting new gear and keep each item at their RRP. We buy them at this super high price because a) we want the item due to new features, b) we perceive we are in a race with other guys and there is limited supply…get in first, c) we want to add to the mystery and hype by posting unboxing videos and endless YouTube vids about this lens.
Then Canon makes a mk2 version and the cycle begins again.

 

[Richard CR]

I can't understand why camera company's bring out new gear than a few day's later saying there is going to be a larger demand then expected and delays will occur. They should be stocking up much more supply before releasing the gear as they should know that the demand for the new gear will be higher then they may think.

most of the initial runs would have run, and the factories work on the next "batch" of products which may or may not include that lens in particular. The lenses take time to get all the way from manufacturing through QA, and then shipped to the regional distributions, etc,etc,etc. That's also assuming they have no supply chain problems.

 

[AlanF]

most of the initial runs would have run, and the factories work on the next "batch" of products which may or may not include that lens in particular. The lenses take time to get all the way from manufacturing through QA, and then shipped to the regional distributions, etc,etc,etc. That's also assuming they have no supply chain problems.

Do you think they do QA on every single lens? I bet the manufacturing process is designed such that is automated checking at stages. Lensrental once pointed out that if they calibrated each lens they would cost far more.

 

[Richard CR]

Do you think they do QA on every single lens? I bet the manufacturing process is designed such that is automated checking at stages. Lensrental once pointed out that if they calibrated each lens they would cost far more.

some form of automated QA is done, probably not by a human though.

Canon has automated the living daylights out of it's lens manufacturing.

 

[koenkooi]

I can't understand why camera company's bring out new gear than a few day's later saying there is going to be a larger demand then expected and delays will occur. They should be stocking up much more supply before releasing the gear as they should know that the demand for the new gear will be higher then they may think.

I agree with that sentiment from a customer point of view, but there's also a marketing angle. A few years ago Sony trolls would go on and on about the Sony things being out of stock and Canon things being in stock. When you would say "If Sony produced 5 cameras and there wre 6 pre-orders, but Canon produced 100 cameras and had 80 pre-orders, who is more successful?" they would still say 'Sony'.

So Canon might be erring on the low side for manufacturing output and initial stock to generate the "Sold out!" marketing buzz. I'm not entirely convinced it's that, but it's too good a narrative to completely discount

 

[YuengLinger]

Maybe the first batch is beta.

 

[fox40phil]

Isn't the pandemie over?! Dayum. How could they.... shame.

 

[AJ]

IMHO this is another way for Canon to get a better picture of the market demand...In the past some smartphone manufactures did this. And once they saw the pre-order figures, they adjust the production rate accordingly.

Makes sense. I wouldn't be surprised if this were indeed the case. Get a small batch out for reviewers/early adapters, let the buzz spread on the internet, then run a bigger batch that's scaled to the pre-order queue.
I suppose it's a bit like going to a restaurant and getting a meal cooked to order, rather than going to McDonalds where the zitty-faced kid grabs you a burger and fries that's been sitting under the heat lamp.

 

[Czardoom]

Because they would be killed worse on social media if they didn't prepare folks for delays, then if they said nothing and then everyone complained about the delays. They probably actually have no information that there will be delays and shortages, but in case they do, they can say, we warned you. All because there are so many a$$holes on social media and YouTube just waiting for a chance to criticize and bad-mouth Canon.

 

[David - Sydney]

Do you think they do QA on every single lens? I bet the manufacturing process is designed such that is automated checking at stages. Lensrental once pointed out that if they calibrated each lens they would cost far more.

There would be quality assurance built into the manufacturing process of every item. Whether there is a dedicated QA person double checking quality is a separate and expensive option.
QA of pre-process materials (from 3rd parties) is either done by the 3rd party or at arrival in Canon's warehouse. It would depend on previous quality/tolerance issues/ maturity of the production process etc.
My understanding of the larger lens elements is that there is a lot of very specialised manual labour involved in making them. A lot of QA testing would be involved during their manufacture. Expensive to make, expensive to repair (ie replace) if there is a problem.
For crystal glassware that is hand made, every flawed item is consigned to scrap glass for future glass blowing/moulding for instance. One mistake = double the cost of labour.

 

[EOS 4 Life]

Get a small batch out for reviewers/early adapters, let the buzz spread on the internet, then run a bigger batch that's scaled to the pre-order queue.

It is actually easier than that.
They can base the number of units on store orders starting with preorders.
It is easier to apologize to the customers than to the investors.