this has been bothering me

[Eileen K.]

for quite a while. Why do Berninas cost so much? Also, why are the prices such a big secret? Even if I call a dealer and ask over the phone, I'm told I have to come in.
eileenkny

[Teri L.]

I don't know exactly why they cost so much however I have my guesses, partly in part due to the research & development, precision engineering and consumer demand.
Dealers are under contractual obligation not to give that information out over the telephone.

Teri

[Hannelore N.]

Looks like Ebay is a way to find out the prices of different models of Berninas, without having to actually visit a dealer.

Lorchen

[Hannelore N.]

Is it a US thing then? Every web site I visit here tells me the price.

I don't mind paying for good quality, the engineering that went into it etc, proven track record and after service, it's the continuous drip feed of expensive peripherals that bugs me!!

[Cheryl K.]

Well, R&D, Bernina education, servicing are all part of the price. That's a far cry from ebay shopping, where you may (or may not) get what you pay for. I know others do this but to me it's such a gamble. If things aren't right, you're right back at the dealer looking for servicing. And part of the price thing would be the exchange of the dollar on all imported goods. Don't wince at that...it is part of the mix.

Servicing today also requires ongoing training. That isn't free for dealers or us and affects the price.

While I don't know for sure, I believe that the no price phone decisions are part of this mix. There is a "whole world of wonderful" in today's sewing computers or machines, whatever brand you choose. Choosing the machine based entirely on price might be a mistake. Going into the store and seeing what machines are available, looking at the type of classes offered and finding out about their clubs, servicing, etc let you know just what you are getting for your dollar. And, going into the store is the only way to do that.

Just my thoughts.

[Cheryl K.]

I understand the marketing behind the concept of not quoting prices over the phone.
Something to think about: many folks are pressed for time. They like to let 'their fingers do the walking'. Calling for prices is one way to determine if it is worth the time and energy to drive to the dealer to even look. If the machine is not in their price range.. they would normally move on to the next. Price points..are sometimes what gets folks in the door to look. Not sharing prices over the phone...makes folks believe the machine is too expensive and will not even go to look or talk to the dealer. Not quoting prices gives and air of 'snob appeal'...sorry but that is what some quilters I know have said over the years about Bernina.
My dealer does quote prices...and always invites the customer to come and try out the machine. She makes a point to set up an appt time for the customer to come in and test drive it. She stresses it is important to come, look and try. When the customer comes in...she has a goodie bag of stuff...with information...and a small thank you gift for coming in. It adds a nice touch...and makes the customer feel welcomed and appreciated for just coming in.
Some have to drive x number of miles to even look at the machine.
I am fortunate..my dealer is 5 minutes from my home...but if I had to drive 25 or more miles to look at one...I probably would not have bought it.
Don't get me wrong...I love my Bernina...and it is the best machine for me.

FW

[Cheryl K.]

I call a shop and got the price on the long arm they have the Jewel they told me the cost of every thing and the financing too

[Cheryl K.]

Guess I'll chime in because a few of my buttons got pushed on this topic. I own a Bernina, and I'm a big fan of Bernina engineering, innovation and construction quality. However, I take issue with Bernina regarding some of their business practices.

While I agree that part of the price of a machine is the servicing and education component, those two factors get negated when the dealer is so far away and/or the folks in the dealership aren't very adept at training. From what I can gather, Bernina only allows so many dealers within a certain area, effectively reducing competition and creating long drives for many interested in their machines. In my area, the lack of competition has also resulted in a rather snobbish attitude on the part of the staff, as though they are doing you a favor allowing you into their "club".

When I bought my machine, I was interested in the training sessions, but being a very experienced sewer, I didn't want to drive a long way then sit through a basic session on things like threading the machine etc.. I, therefore, asked what the topics were that they covered in each session. No one seemed to be able to tell me. They said that I should just come to the sessions. As a former teacher myself, this led to me suspect that they were going to fly by the seat of their pants. No way to teach anything. I chose not to waste my time and relied on the DVD that came with the machine (very good, by the way) and other videos that we can even view at this site. Perhaps their lackadaisical approach to training and general snobbishness is unique to the dealership near me, but it effectively cheated me out of part of the price I paid for the machine.

I think that the whole buying experience with Bernina could be vastly improved by allowing more competition among their dealers. Frankly, when friends ask me about purchasing a Bernina, I never recommed the dealership I bought from.

[Judy M.]

I really love my Aurora 435, but when I bought it, the dealer had cut the class to one instead of two they had previously given. Also, most of the teaching tended toward "selling" product after product. I didn't shop around for a price because the second closest shop is 45 min. away in good traffic. My dealer is just down the street from my condo, so I just paid what they were asking. I've always assumed that each dealer has their own asking price. Am I right?

[Eileen K.]

I understand the marketing behind the concept of not quoting prices over the phone.
Something to think about: many folks are pressed for time. They like to let 'their fingers do the walking'. Calling for prices is one way to determine if it is worth the time and energy to drive to the dealer to even look. If the machine is not in their price range.. they would normally move on to the next. Price points..are sometimes what gets folks in the door to look. Not sharing prices over the phone...makes folks believe the machine is too expensive and will not even go to look or talk to the dealer. Not quoting prices gives and air of 'snob appeal'...sorry but that is what some quilters I know have said over the years about Bernina.
My dealer does quote prices...and always invites the customer to come and try out the machine. She makes a point to set up an appt time for the customer to come in and test drive it. She stresses it is important to come, look and try. When the customer comes in...she has a goodie bag of stuff...with information...and a small thank you gift for coming in. It adds a nice touch...and makes the customer feel welcomed and appreciated for just coming in.
Some have to drive x number of miles to even look at the machine.
I am fortunate..my dealer is 5 minutes from my home...but if I had to drive 25 or more miles to look at one...I probably would not have bought it.
Don't get me wrong...I love my Bernina...and it is the best machine for me.

FW

FW,
You have hit the nail on the head!! My closest Bernina dealer is almost 1 hour away and offers nothing in the way of incentive to come in. Mind you, I'm not asking for a goodie bag or anything but it's the attitude.
I have the Babylock Quest which I've had for almost 2 years. I have NEVER bonded with it. I know it's nowhere near in price what a comparable Bernina would be. I'm probably going to offer it on ebay and then get a Viking Sapphire, which I've kind of fallen in love with at a local shop.
eileenkny

[Barbara L.]

I have had wonderful service from my Bernina dealer-she even talked me out of buying a more expensive machine for retreats as I own a 830 for home use. I too live 30+ minutes away but she is worth the drive.
Previously I owned Husqvarnas. That dealer was in it for the $$$. & the product is just not as good. I agree with all of you-the dealer is key & worth the extra drive if you find a good one.

[Barbara L.]

I think I can top the distance traveled to purchase a Bernina...We live about 100 miles from my dealer. We live in Massena NY and travel to Williston VT ..But the dealer is well worth the drive. If I have a problem I can call the store and can usually be helped over the phone. The dealer and her employees are all very friendly and helpful. I have not traveled for the lessons, but use my manual and the Bernina groups for a lot of great help. Trial and error is always a good way for me to learn. I just love my Bernina 440QE.
For the people who don't like the price, I find it well worth every dollar I paid. Nan

[Barbara L.]

I had access to two great Bernina dealers when I lived in New York. Now I've moved to Statesville, North Carolina and am looking for a dealer and technician. I've visited two who aren't very convenient but wasn't real impressed with either. They were nice but didn't seem too knowledgeable. One was really pushing sales.

[Barbara L.]

I have a Bernina 440QE and have not have it even a year. I am trading it in for a 730. I went to the dealer that I bought it from yesterday to get the prices. They said they were on sale. I could get it at regular price with a trade in. If I bought it on the sale price I could not trade in, just put it on consignment and hope that some one will purchase it. They would get 1/3 of the price.
There is no way I can make out better than thay are (commission).

I do love my 440 QE but do not like going thru the computer to get a lot of designs. With the 730 they showed me that it is touch screen you get what you want to design.

I hope this is getting me at a better place with my quilting.
Norina

[Barbara L.]

Wayland, I wish you luck with selling your machine. I was lucky because I was able to sell mine privately. My dealer told me what she thought that I should ask & that is what I got for it.
I know that you will love your new machine.