Athearn March 2022

[Ntrainz1]

http://www.athearn.com/newsletter/032522/11_ATHN_PS_4427_Hopper_032522.pdf

http://www.athearn.com/newsletter/032522/02_ATH_Rebranding_Boxcars_032522.pdf

[thomasjmdavis]

When I followed the links, I came to the boxcars "celebrating" the "new era".  Couldn't figure out what the "new era" is, so went to the homepage where there is a banner on the rotator....

So, when I click on the "Athearn enters a new era" banner at Athearn's homepage. I go to the new product page which links back to the 2 products (plus a lot of not so new products)...
The product page for the boxcars says "In celebration of this new era of Athearn"....
and "rebranding" into "the new brands, Roundhouse, Athearn and Genesis."

Those have been the Athearn brands for decades.

So what is the new era (other than the new era of price increases)?

I don't get it....and I've taken graduate level courses in marketing.

[learmoia]

This may help...

New Era apparently means brand consolidation.
https://www.trains.com/mrr/news-reviews/news/athearn-announces-brand-consolidation/

[pilpro]

What’s curious in that the “N Scale” link is no longer on the home page!

Old site:

https://web.archive.org/web/20220323041302/https://www.athearn.com/

New site:

http://www.athearn.com/

Paul Z.

[RockGp40]

More Rock covered hoppers! I don't know whether to be happy or sad (for my wallet).

[thomasjmdavis]

This may help...

New Era apparently means brand consolidation.
https://www.trains.com/mrr/news-reviews/news/athearn-announces-brand-consolidation/

Thanks, that is very helpful.  It does mention N scale in several paragraphs as part of the Genesis and Athearn lines, so hopefully, the lack of a link on the homepage is temporary.

The downside, from what I see, is that there will be no "Roundhouse" N scale products- which could mean that we won't be seeing re-releases of the former Roundhouse tooling. On the other hand, maybe we will see upgrades, at least on the better selling items in the old Roundhouse line.

I've been happy with the Athearn cars I have (2893 covered hoppers and milk cars, and probably something else I'm forgetting) and most, if not all, of my old Roundhouse stuff (all of which is pre-Athearn, I think) is still running with a few improvements.  So I am hoping we see more N scale from them, and that they don't forget all of us who still model timeframes when you still saw  steam locomotives and wood freight cars at least occasionally.

[ljudice]

I don't think roundhouse branding was ever used in n-scale - I am sure the ex-roundhouse line will continue in n...

It looks to me that an upmarket genesis class of products is coming to n...

[Englewood]

I just want to say that the HO scale SD40T-2 in Southern Pacific Black Widow paint they just announced is the correct way to do fantasy schemes. Are you paying attention BLI??

[learmoia]

I don't think roundhouse branding was ever used in n-scale - I am sure the ex-roundhouse line will continue in n...

It looks to me that an upmarket genesis class of products is coming to n...

Aren't they using Roundhouse tooling to do the new era cars in N? 

[mu26aeh]

I don't think roundhouse branding was ever used in n-scale - I am sure the ex-roundhouse line will continue in n...

It looks to me that an upmarket genesis class of products is coming to n...

So the ex-MDC tooling becomes Roundhouse line at existing prices, and the new N scale Genesis line gets $15 tacked onto it .....

[Mark5]

What’s curious in that the “N Scale” link is no longer on the home page!

http://www.athearn.com/

Paul Z.

I'm guessing that their webmaster is a slacker and this will be fixed.

[greenwizard88]

If you go here, there's a few other brands that Athearn has http://www.athearn.com/About/

N, Diecast, Roundhouse, McHenry.

Generally, a rebranding is done when sales are falling, and it's used as a way to reduce confusion. All I see is more confusion.

[EspeeGoldenState]

What I seen in the noon central video on Friday about the rebranding was a whole bunch of catchup from them. Bringing the Genesis line to N scale with light, sound improvements, and pre installed grab irons. Stuff other manufacturers have been doing for almost a decade (or more) now.

Instead of introducing Genesis 3.0, it will just be Genesis like it originally was, but also N scale; Athearn brand is just the old Ready To Roll series; and the Roundhouse is the molded on, entry level details, cheap and affordable series.

All I got was “oh crap, our branding and marketing is all confusing.” And “our n scale offerings currently are lackluster compared to what’s available and what can be done in n scale with sound and lightning” “we must do something or we are going to be left behind”

Jim used the word "Game Changer" but ScaleTrains has used that word so much I tend to laugh when its used anymore.

If you want to watch the stream yourself, then here's a link:
https://fb.watch/c0kERXtP7e/

[Englewood]

Quite honestly, if it's something I want I'll buy it, even if it's from their Mahogany Pickle Line with Sour Level detailing. I think marketing and branding are different for the typical model railroad consumer than some teenagers who are trying to fit in with the cool kids.

[davefoxx]

If you go here, there's a few other brands that Athearn has http://www.athearn.com/About/

N, Diecast, Roundhouse, McHenry.

Generally, a rebranding is done when sales are falling, and it's used as a way to reduce confusion. All I see is more confusion.

Athearn's lines are Genesis (top of the line), Ready to Roll (mid-level), and Roundhouse (economy).  So, for example, Roundhouse is like Atlas' Trainman line.  The McHenry brand is just couplers.

Hope this helps,
DFF