• Magico LLC December 2013


    I've been following loudspeaker manufacturer Magico for nearly five years. I was first introduced to the company's founder Alon Wolf through mutual friends in California's bay area. Soon after meeting Alon I visited Magico's Berkeley factory where the company was designing its then flagship M5 loudspeaker. I spent quite awhile listening to the M5s during that visit. At that time the M5 was the best speaker I'd ever heard. In late December 2009 I re-visited Magico's Berkeley factory to listen to an unknown speaker that I was told was something special. The experience was a bit like déjà vu as I spent hours listening to the newly designed Q5 loudspeaker. This speaker was far above and beyond anything Magico had previously produced, but I left the factory proclaiming, "The Magico Q5 loudspeaker is the best loudspeaker I've ever heard anywhere. There isn't a single product on the market today that's capable of this level of performance." Much has changed since that last visit including a new flagship Q7 loudspeaker, the introduction of Magico's S Series, and a new home for the factory. Fast forward to December 2013. It was time to visit Magico once again.












    The Company

    A mid December trip to California is never a bad idea when one lives in Minnesota. Escaping the cold for business or pleasure is always fine with me. This trip was a quickie to say the least. I arrived at SFO airport at 12:00PM on a Tuesday and caught a flight home to MSP at 3:00 PM Wednesday. I drove straight from SFO to Magico's new Hayward, California factory. Magico not only builds some of the finest loudspeakers in the world, but the company is a success story. Like most speaker companies Magico started from meager beginnings and some peculiar looking products. Fortunately the company has learned from its many different designs and has continued to push loudspeaker performance boundaries. Magico's Mini, Mini II, V2, V3, and M5 were all wood based products. Calling them just plain wood is quite an understatement. Magico's Baltic Birch designs were terrific looking and sounding. Its Baltic Birch based speakers received nearly every major accolade in the HiFi industry. As these products gained traction in the marketplace and positive reviews continued to add up, the company continued to grow. Reinvesting in the company enabled Magico to research and develop its flagship line of Q Series aluminum based loudspeakers. Moving to the Q Series required a herculean effort from all of Magico's employees. This was a sea change. First was the Q5, followed by the Q3, Q1 and the best speaker I've heard to date the Q7. The new Q Series was received very well in the high end marketplace. Soon Magico's factory was bursting at the seams as the company outgrew its Berkeley location. The success of the Q Series and Magico's new S Series enabled the company to move to a much larger facility where the CNC machines run nearly non-stop. Magico's success stems from both continual improvement of its processes and continually pushing loudspeaker performance boundaries.



    The Factory

    Magico's new factory in Hayward, California is certainly a sight to see. Rectangles, circles, blocks, and squares of thick aluminum enter the factory only to be transformed into beautiful pieces of the Magico loudspeaker puzzle. Other pieces are sourced from top manufacturers. During my visit Magico was in the process of building a handful of its Ultimate horn based loudspeaker systems with parts sourced from around the world. Sitting outside Alon's office was several hundred thousand dollars worth of Ultimate parts waiting for assembly and fine tuning. There's a reason this speaker system is $600,000 per pair. The best parts and the best engineering aren't cheap.

    One of the first stops for Magico's newly delivered aluminum is a CNC machine. The company has several of these machines masterfully creating parts with extremely low tolerances simultaneously. I'd never seen a CNC machine in person before this visit. Watching these machines carve through aluminum with ease is something to behold. After the aluminum takes on its new shape it's sent to another area in the factory for assembly into one of Magico's speakers.

    Magico has the visible parts of its speaker enclosures finished before entering this factory location for assembly. For example, the Q Series is hard anodized black. This anodizing is a very expensive part of speaker production. However, Magico's anodizing is extremely tough. The external surface of the Q Series speakers will not scratch unless someone is really trying hard to scratch it with the right tool. Common household items such as car keys, compact discs, and coffee cups need not apply. These items can't scratch a Q. This anodizing once stood up to a forklift accident at the factory that crushed a driver enclosure inside a speaker but didn't leave permanent scratch on the outside of the speaker.

    Magico's fairly new S Series of loudspeakers is based on extruded aluminum enclosures and a coloring processes that's less expensive than hard anodizing. This enables Magico to produce a series of speakers with a lower MSRP and to offer an array of colors not seen in the Q Series. The S1 and S3 loudspeaker enclosures consists of a single piece of extruded aluminum without seams. It's an impressive enclosure to say the least.

    Magico not only engineers its enclosures to the highest levels, it engineers its drivers to the same way. In Alon Wolf's office are quite a few Magico drivers for various speakers. As a test Alon placed one of these drivers on his metal desk and asked me to pick it up off the desk. The strength of the driver's magnet really surprised me. Sure the driver was heavy, but I didn't expect it to stick to the desk like superglue because of its magnetism. In addition to very fine materials that go into fabricating these drivers Magico also tests each one with an advanced Klippel Production Analyzer QC system. Such a system isn't cheap but it's required for a manufacturer to detect electronic and mechanical anomalies or defects with extremely tight tolerances.

    Strolling through the factory I saw Q5 and Q7 loudspeakers in various stages of assembly. No matter one's preference for loudspeaker sound or quality, it's impossible not to be impressed by Magico's crossovers. The size, weight, and individual components that make up the Q Series crossovers are truly awesome. Even the solid core copper wiring that runs throughout each Q Series speaker is impressive.



    The Products

    Magico's newest product released is the S3. This is the loudspeaker I listened to throughout my visit in the incredible Magico listening room. The 150 lbs. full range floor standing S3 starts at $22,600. It features the world's largest monocoque enclosure at 16" in diameter with 1/2" aluminum walls. Similar to the S1 and S5 the S3 also features an acoustic suspension enclosure. Magico recently developed a polycarbonate sub-enclosure using advanced materials and a unique shape. This new sub-enclosure makes its debut in the S3. The S3 driver compliment is one MB30 Beryllium tweeter, one MB390 mid-woofer (same as S5), and two new Hybrid Nano-Tec/aluminum 8” woofers. The S3 will likely surprise many people with its midrange purity and deep bass response. This is definitely a loudspeaker with which I could live.

    On static display at the new Magico factory was the new Q Series subwoofer called the QSub. Featuring an 18" woofer and sealed enclosure, this 570 lbs. behemoth is like no other subwoofer. A brief description from my 2013 CEDIA show report stated, "This subwoofer has 6,000W of power and two 18" woofers. The monstrous enclosure features two inch thick aluminum similar to the thinner Q series of loudspeakers. The QSub-18 retails for $36,000." At the factory the QSubs weren't connected to anything so I will rely on my CEDIA experience for sound quality, "I listened to both movies and concert Blu-ray performances through the Magico / Constellation Audio system. No matter what audio was sent through this system the bass produced by the QSub-18s (two of them in the room) was like nothing I'v ever heard. I've never heard bass so clear yet so deep. There was no annoying deep rumble during explosions while watching movies. Rather the bass was incredibly controlled while it shook my clothing with displaced air. Keep in mind that this sub, like all Magico products, features a sealed enclosure. While watching Chris Botti and Katharine McPhee perform I've Got You Under My Skin the QSub-18 subwoofers appropriately disappeared until needed. The experience of hearing a QSub was unlike anything I've heard and I highly recommend Computer Audiophile readers seek out an opportunity to hear this controlled monster."



    The Listening Room

    At the factory I visited Magico's new 20' x 33' x 13' listening room. The room is absolutely stunning. It's the room Magico's Alon Wolf has waited for for 50 years. Built as a room within a room, this listening room is similar to Magico loudspeakers in that it's sealed tightly. One must slightly slam the door in order to properly close it and seal the sound inside and out. Speaking of sealing sound, this listening room has an ambient noise floor near 20 dB. Listening to music in this room revealed details in well known tracks that I'd never heard. The first day at the factory we listened to Vitus 40 watt mono blocks, a Vitus preamp, Aurender W20, and dCS Vivaldi DAC. The second day we switched to Constellation Audio mono blocks and preamp, Matan Arazi's Audeeva Conbrio music server, and a Pacific Microsonics Model Two DAC. Both days I enjoyed what I heard tremendously. I can't say it's the best sound I've ever heard because the S3 loudspeaker isn't the Q7. If I were to hear a Q7 in that listening room I'm willing to bet I'd be jaded for years to come. The S3 is a very revealing speaker. It enabled us to switch electronics from amps and preamps to DACs and music servers and quickly identify sonic differences. Sure some people want a speaker with a little added cream and sugar, but that's not my style. I want my music reproduced as accurately as possible. Based on several hours of listening time spent with the new Magico S3 I think this loudspeaker will be tough to beat in its price range.



    The Experience

    My 2013 trip to the new Magico factory was well worth the less than luxurious airplane rides. The 27 hours I spent in California, much of which was spent at Magico, was productive. It's always nice to see how products are made and to talk to the people creating such products. Magico's CEO and Chief Designer Alon Wolf and I spent a several hours not only listening to music but also talking about the HiFi industry, product value, and technology. I like talking to Alon as he isn't afraid to voice an opinion. One subject that we discussed has stuck with me more than all the other items. That is product value. Along these lines Alon and I discussed industry product markups and the quality of parts manufacturers place in products. Everyone agrees manufacturers need to make money to stay alive. Marking up one's product from the Bill of Materials cost to the MSRP is how businesses make money. However, when manufacturers use incredibly cheap parts and mark the price up ten times (or more) the BoM cost it frustrates both Alon and myself. Magico's markup isn't nearly as high as many of its competitors. This brings me back to value. Value is often inversely proportional to the difference in price between a manufacture's BoM cost and MSRP. When the markup is small the value is large. Regardless of the final retail price, if a product BoM is $25,000 and it's sold in stores for $100,000, I'd much rather purchase that product than one with a BoM of $4,000 that's sold for $40,000. All of this is a topic for another discussion, but it's relevant when considering one's next pair of loudspeakers. Based on my experience over the years with Magico the company offers true value in all of its products regardless of price.


    Visit Magico at http://www.magico.net



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    Comments 37 Comments
    1. Priaptor's Avatar
      Priaptor -
      "Alon and I discussed industry product markups and the quality of parts manufacturers place in products. Everyone agrees manufacturers need to make money to stay alive. Marking up one's product from the Bill of Materials cost to the MSRP is how businesses make money. However, when manufacturers use incredibly cheap parts and mark the price up ten times (or more) the BoM cost it frustrates both Alon and myself. Magico's markup isn't nearly as high as many of its competitors"

      Chris,

      First, Magico has indeed done much to advance speaker design, no doubt. Most discuss the pluses and minuses of a speaker and/or design having never owned them or having heard them in the suboptimal conditions of a show. Likewise I would say listening to a speaker in the unrealistic situation of a sound room such as that available at the Magico factory is "unrealistic" for most of us, even those willing to shell out the kind of bucks a Magico sells for.

      I have owned what many consider the best of the Magico line, namely the Q1 with a Constellation Centaur Stereo amp and all the MIT Matrix cables recommended with my MSB DIamond signature as my source. First, they are very accurate speakers with an amazing ability in the lower octaves particularly given the size of the speaker. However, from my perch, they were not very engaging and in fact, I found them somewhat sterile. I had them for 4 months with free reign (thank you Mrs.) to place them wherever I wanted to optimize sonics. I consider my room pretty good. I tried them with my ARC gear, which is IMO a lousy match and they did indeed perform much more accurately with the Constellation. After four months I sold them. They just weren't my cup of tea.

      Where I take some issue is in the above quote. "Value". I am not sure you are comparing apples to apples when you and Alon compare "value" to his competitors. Kudos to Alon for doing what few have the gonads to do, namely fabricate his own enclosures with what HE believes is the best material for the same having purchased very expensive and accurate aluminum carving factory gear. Similarly with his own driver fabrication.

      However, all of this has huge overhead, which knowing Alon, like any successful businessman, which he surely qualifies as, is marking up his products not strictly based on cost of materials and time of labor, but also based on ROI given the huge $$ invested in his factory and should he stay successful and when his investment becomes fully amortized his margins will significantly increase and the net sum game is that he too will be providing a product with not only much higher margins but in quantities others can't. All great business moves, but hardly "good value" to the end user as most of that "value" is going to Alon both in the short term and especially in the long term.

      As to the resale market, his speakers, with the exception of his "less expensive" equipment, sell at similar discounts to other brands such as Wilson, TAD, etc. In fact, like all expensive speakers like Magico, the more expensive the speaker the bigger the discount the end user must offer to resell the speaker should the end user decide to do so and since more Magicos fall at the higher end of the price spectrum, I could make an argument that the value of a Magico is worse not better.

      Just my opinion. Not debating the quality of his speaker or performance, the former surely there the latter the end user's preference. Value, another thing altogether.
    1. stevebythebay's Avatar
      stevebythebay -
      Having visited numerous dealers showing the Magico line I've never heard them perform in either a consistent or stellar manner, even with some of the best electronics and sources. I'm guessing that they are very, very room dependent. Sounds like the factory has designed the ideal room around the speaker, rather than developing a speaker design that is suitable in "real world" environments, especially in the home, where it's often lower ceilings and a wide mix of flooring and furnishings. For those with the "sweet spot" room, it likely performs quite well.
    1. Dpod4's Avatar
      Dpod4 -
      Excellent article. I do believe Magico is creating great value for the price. More importantly, Mr. Wolf is saving me time and money since I am no longer cycling through speakers...buying, selling, auditioning. I have had the S5 speakers for over a year and am happier with them today than the day I bought them. Previously I owned monitors, floorstanders, Maggies and various other speakers...always appreciating the one or two strengths each brought to the party (e.g., wall of sound and speed of a Maggie, dynamics and imaging of a box speaker), but never really getting lost in the music. The Magico S5 speakers paired with Constellation Centaur amp, with ARC reference preamps fed with good vinyl upstream, makes for listening sessions where I am focused on the music and not the gear. And always a little startled by the sheer degree of the S5's finesse, detail, engagement, extension, power, dynamics, spaciousness, etc. The S5s are only fully brought to life with the right ancillary gear feeding into them - I've tried 4-5 different tube and solid state amps and preamps, and the Constellation amp paired with ARC tube preamps is the ticket for me. Recently I tried the little Air Tight ATM-2 80 wpc tube amp paired with the matching ATC-2 preamp, and was blown away with the quality of that sound as well. #2 best sounding pairing behind the Constellation/ARC combo. So, I was pleased to know tube gear could also bring the mighty Magicos to potential. I have nothing but gratitude and admiration for Mr. Wolf and the rest of the Magico crew. Well done. One day I hope to have the Q7s...something to aspire to. BTW, I have no affiliation to anyone or any company...just to my ears and my wallet.
    1. Priaptor's Avatar
      Priaptor -
      Quote Originally Posted by Dpod4 View Post
      Excellent article. I do believe Magico is creating great value for the price. More importantly, Mr. Wolf is saving me time and money since I am no longer cycling through speakers...buying, selling, auditioning. I have had the S5 speakers for over a year and am happier with them today than the day I bought them. Previously I owned monitors, floorstanders, Maggies and various other speakers...always appreciating the one or two strengths each brought to the party (e.g., wall of sound and speed of a Maggie, dynamics and imaging of a box speaker), but never really getting lost in the music. The Magico S5 speakers paired with Constellation Centaur amp, with ARC reference preamps fed with good vinyl upstream, makes for listening sessions where I am focused on the music and not the gear. And always a little startled by the sheer degree of the S5's finesse, detail, engagement, extension, power, dynamics, spaciousness, etc. The S5s are only fully brought to life with the right ancillary gear feeding into them - I've tried 4-5 different tube and solid state amps and preamps, and the Constellation amp paired with ARC tube preamps is the ticket for me. Recently I tried the little Air Tight ATM-2 80 wpc tube amp paired with the matching ATC-2 preamp, and was blown away with the quality of that sound as well. #2 best sounding pairing behind the Constellation/ARC combo. So, I was pleased to know tube gear could also bring the mighty Magicos to potential. I have nothing but gratitude and admiration for Mr. Wolf and the rest of the Magico crew. Well done. One day I hope to have the Q7s...something to aspire to. BTW, I have no affiliation to anyone or any company...just to my ears and my wallet.
      Well "great value for the price" I would take issue with. You state you are no longer "cycling through speakers" yet then go on to state "one day I hope to have Q7s"

      Look I know Magicos are wonderful speakers, not everyone's cup of tea and they weren't mine, BUT "value" is not a term in the dictionary to describe a Magico speaker.

      In any case enjoy. It is a great thing when you can truly enjoy your music which is what it is all about.
    1. sauerball's Avatar
      sauerball -
      Thanks, Chris. Enjoyed the article. Would like to have the same experience. Just finished off a great evening playing tunes for family and friends. Remain very happy with my Magicos!
    1. The Computer Audiophile's Avatar
      The Computer Audiophile -
      Quote Originally Posted by sauerball View Post
      Thanks, Chris. Enjoyed the article. Would like to have the same experience. Just finished off a great evening playing tunes for family and friends. Remain very happy with my Magicos!
      It's hard to beat playing great music for family and friends on a great system. That's part of what life is all about.
    1. stereotaipei's Avatar
      stereotaipei -
      Very interesting read Chris. As a owner of a pair of Q1 it is a lot of fun to have a look at the factory. Unlike Priaptor, I am very happy with my Q1, after having lived with Infinity IRS, Wilson WP, APL, Triangle, Evolution Acoustics MM3. None of my previous systems reached the same level of transparency, ease, and sense of listening to a live event. What is shocking with Magico speakers is the complete absence of coloration - this disturbs some people who have been listening for years to colored speakers, they may hear them as "flat". For me they just sound real, Magico speakers are the one which approach the most what I am hearing at concerts and therefore are the one which provide me the most emotion.

      I completely agree with you on the notion that Magico are very good value for money. Unfortunately a lot of people are thinking that good value means cheap. Magico speakers are expensive, but you know what you pay for:
      - silver and gold Mundorf XO component and Mundorf internal wiring whereas a lot of famous brands (see the list above) are using parts 10 times cheaper. This has a huge impact on transparency
      - Custom designed drivers (berrylium tweeter, Nanotec medium and bass). Designing your own drivers is a huge expense for a small company like Magico, when most of famous brands are using an off the shelf Scanpeak, Accuton or Focal driver (e.g., Wilson). But this again explains why these speakers are so true to the source. Focus is on getting a pistonic behavior, to reduce distortion to the absolute minimum. When you have a look at the latest Hifi Critic distortion and linearity measurements for the S5, it seems that Magico is right now in a different league: just compare it with the measurements of the Raidho D1 in the same issue, or of the Alexia a few months back.
      - Aluminum cabinet, with extensive aluminum bracing, designed with an advanced CAD software to simulate speaker behavior. When looking at the picture of the internal structure of a Q5, this speaker may require a week of machining.... You may argue it is over the top (knowing that 90%+ of companies buy in China cheap MDF enclosure for probably 1/10th to 1/20th of the cost), but it seems to me they just know what they are doing, even if it costs them much more: switching to such a construction has drastically reduced the box coloration of the speakers, compared to the previous generation of wood speakers and to any other brand on the market.
      Bottom line, it you are in the market for a high end product, I believe Magico line up is today the best value for money: Bill of material as % of MRSP is probably the highest of the industry, they sound great (both the S line and Q line), they have very good designers who (finally!) brought a scientific approach to the speakers industry and they keep re-investing on pushing the boundaries of what is possible (the Q7 is in a class of its own).
      Last, they are assembled like a Swiss watch. Quality of finish and of construction is top notch, I enjoy watching them and touching them even when the music is off, which doesn't happen often
      Sorry for sharing my excitement! ;-)
    1. mayhem13's Avatar
      mayhem13 -
      Great article Chris. Magico are one of the finest speakers available as they trade away nothing given the cost. The cabinets on the higher end Q's are a bit excessive but when you have the $$$ to spend, why not? I'd like to see more high end audiophile types put the $$$ where best served......speakers!
    1. johniboy24's Avatar
      johniboy24 -
      nicely written... marketing article.
    1. The Computer Audiophile's Avatar
      The Computer Audiophile -
      Quote Originally Posted by johniboy24 View Post
      nicely written... marketing article.
      Hi Johniboy - Please explain. Otherwise entering the discussion under an anonymous username to snipe a comment and exit is quite cowardly.
    1. NOMBEDES's Avatar
      NOMBEDES -
      As we have often remarked on this forum. What is the business model for companies that produce such expensive gear? How can Wilson and Magico et al stay in business?

      There must be container ships full of Magico speakers heading to China (I hope so).

      If there are a million citizens in....say.....Ubonia, with a net worth of over $10 Million US, how may of these citizens are interested in uber high end music reproduction? We spend a lot of time complaining that our hobby is dying off faster than WW2 vets, I mean the number of potential customers for dual 18 inch subwoofers at $36K EACH must be limited to a fraction of these wealthy Ubonian residents.

      I would love to see a Harvard Business study of these companies.

      Bless them, and I hope they are successful and once my retirement plan (AKA: The Power Ball Plan) kicks into action, I will certainly purchase some new gear.
    1. johniboy24's Avatar
      johniboy24 -
      Ok, let me try to explain. The entire article reads like a marketing brochure to me. A well written one. By the way, I do not doubt that Magico is producing great speakers.
      If you go through the paragraphs, one by one, this is how it reads. I will now phrase them more bluntly and exaggerate on purpose to make the point.

      1. Magico builds the best speaker in the world
      2. Overview of the company: Magico builds the finest products that is why they are so successful. The speakers are made of special wood that everybody raves about. They now had to move to new production facilities, because they are so successful.
      3. Magico is using the highest quality parts to assemble their products and have high QC standards.
      4. Description of the S3 and QSub (and of an "stunning" listening room), including pricing.
      5. The 100k Magico products are worth the money (because of the points listed above).

      The language of the article is filled with adjectives and superlatives. Just go through and mark them, you will be surprised. Again, its very well written but could be printed on glossy paper and distributed as sales brochure. And at the end I went away with the feeling that someone just tried to convince me why its ok to spend 100k (or even 600k) on THESE speakers.

      In my opinion, I would have liked to see a bit more objective article describing pros and cons, not just the pros. When describing the company it would have been nice to see some comparison with other manufacturers. I bet that most of them have high QC standards and a "stunning" listening room. When describing the drivers, wood, anodization, what were the criteria for the selection, again, what the pros and cons. A "scratch resistance" can´t be the only criterion.

      Just my 2 cents and MY opinion.
    1. Dpod4's Avatar
      Dpod4 -
      Quote Originally Posted by Priaptor View Post
      Well "great value for the price" I would take issue with. You state you are no longer "cycling through speakers" yet then go on to state "one day I hope to have Q7s"

      Look I know Magicos are wonderful speakers, not everyone's cup of tea and they weren't mine, BUT "value" is not a term in the dictionary to describe a Magico speaker.

      In any case enjoy. It is a great thing when you can truly enjoy your music which is what it is all about.
      We each have different ears and listening preferences, and the S5s are certainly appealing to a very wide range of listeners, so they are the cup of tea for many. Being happy with my S5s and knowing I have an aspirational speaker of the same DNA is completely different than cycling thru speakers. Seems you have an axe to grind even with those who are happy with Magico sound.
    1. Priaptor's Avatar
      Priaptor -
      Quote Originally Posted by NOMBEDES View Post
      As we have often remarked on this forum. What is the business model for companies that produce such expensive gear? How can Wilson and Magico et al stay in business?

      There must be container ships full of Magico speakers heading to China (I hope so).

      If there are a million citizens in....say.....Ubonia, with a net worth of over $10 Million US, how may of these citizens are interested in uber high end music reproduction? We spend a lot of time complaining that our hobby is dying off faster than WW2 vets, I mean the number of potential customers for dual 18 inch subwoofers at $36K EACH must be limited to a fraction of these wealthy Ubonian residents.

      I would love to see a Harvard Business study of these companies.

      Bless them, and I hope they are successful and once my retirement plan (AKA: The Power Ball Plan) kicks into action, I will certainly purchase some new gear.
      They are actually a very successful company. Alon is no dope, has found a fantastic niche in this absurd hobby of ours, despite my preferences to the contrary regarding his products. I personally prefer other speaker designs and can speak from experience as I owned them. I also don't fall for the hype regarding his aluminium enclosures and bracing as the "best" and most "inert" there is. But that is a subject for another time.

      Your point is dead on. It is amazing that people can talk value and Magico in the same sentence. That gives me a good laugh.
    1. Priaptor's Avatar
      Priaptor -
      Quote Originally Posted by Dpod4 View Post
      We each have different ears and listening preferences, and the S5s are certainly appealing to a very wide range of listeners, so they are the cup of tea for many. Being happy with my S5s and knowing I have an aspirational speaker of the same DNA is completely different than cycling thru speakers. Seems you have an axe to grind even with those who are happy with Magico sound.
      Axe to grind? Why because I question the veracity of the claim of value when it applies to Magico? Sorry, I am not a sycophant of any equipment manufacturer, so if I question the use of value in describing Magicos then I guess I do have an axe to grind in that regard.

      Few products at this end of the spectrum can be described as "value" products, including the products I own and enjoy. I haven't lost touch with reality as it seems some have. But that's me.
    1. The Computer Audiophile's Avatar
      The Computer Audiophile -
      Quote Originally Posted by johniboy24 View Post
      Ok, let me try to explain. The entire article reads like a marketing brochure to me. A well written one. By the way, I do not doubt that Magico is producing great speakers.
      If you go through the paragraphs, one by one, this is how it reads. I will now phrase them more bluntly and exaggerate on purpose to make the point.

      1. Magico builds the best speaker in the world
      2. Overview of the company: Magico builds the finest products that is why they are so successful. The speakers are made of special wood that everybody raves about. They now had to move to new production facilities, because they are so successful.
      3. Magico is using the highest quality parts to assemble their products and have high QC standards.
      4. Description of the S3 and QSub (and of an "stunning" listening room), including pricing.
      5. The 100k Magico products are worth the money (because of the points listed above).

      The language of the article is filled with adjectives and superlatives. Just go through and mark them, you will be surprised. Again, its very well written but could be printed on glossy paper and distributed as sales brochure. And at the end I went away with the feeling that someone just tried to convince me why its ok to spend 100k (or even 600k) on THESE speakers.

      In my opinion, I would have liked to see a bit more objective article describing pros and cons, not just the pros. When describing the company it would have been nice to see some comparison with other manufacturers. I bet that most of them have high QC standards and a "stunning" listening room. When describing the drivers, wood, anodization, what were the criteria for the selection, again, what the pros and cons. A "scratch resistance" can´t be the only criterion.

      Just my 2 cents and MY opinion.
      Johniboy - Thanks for expanding on your first comment.

      Adjectives and superlatives are not a bad thing when deserved. If there is an inaccurate superlative I'll be the first to make a correction. I wrote the article and am not surprised by the number of adjectives when re-reading it one more time. I wanted to write a little Magico story along with my experience at the factory. If my creativity comes off as something that could be printed on glossy paper and distributed then so be it. Maybe I should enter a different career that actually pays :~) I wasn't interested in visiting several loudspeaker manufacturers and comparing and contrasting each business. I don't have the time right now to do a thorough job on such a piece. I like what Magico has done and I wrote about it. I like to share what I like with CA readers. A few months ago I wrote about Pearl Jam. Similar to Magico, Pearl Jam isn't all that computer audio related but I like to share things that bring me enjoyment. I hope CA readers can find some enjoyment in Pearl Jam and Magico.

      I believe you're right that many have high QC standards, but few have a Klippel system. You're incorrect about the listening rooms of many manufacturers. I've visited many over the last several years and you'd be surprised at how un-stunning the rooms are compared to the Magico room.
    1. The Computer Audiophile's Avatar
      The Computer Audiophile -
      Quote Originally Posted by Priaptor View Post
      Axe to grind? Why because I question the veracity of the claim of value when it applies to Magico? Sorry, I am not a sycophant of any equipment manufacturer, so if I question the use of value in describing Magicos then I guess I do have an axe to grind in that regard.

      Few products at this end of the spectrum can be described as "value" products, including the products I own and enjoy. I haven't lost touch with reality as it seems some have. But that's me.
      value |ˈvalyo͞o|
      noun1 the regard that something is held to deserve; the importance, worth, or usefulness of something:your support is of great value.• the material or monetary worth of something: prints seldom rise in value | equipment is included up to a total value of $500.• the worth of something compared to the price paid or asked for it: at $12.50 the book is a good value.
      ORIGIN Middle English: from Old French, feminine past participle of valoir ‘be worth,’ from Latinvalere .



      Value is relative. The price of a good or service is often quoted when discussing value, but it really doesn't have much do with value. I think percentage is a better marker. If I purchase a $300,000 Bentley Mulsanne for $200,000 and the BoM cost is $180,000 I'd say that is a value. Some people might suggest paying $200,000 for a car is preposterous but again, the price is irrelevant. Even if I paid full price for a Bentley Mulsanne I could still say it was a value. The number of zeros before the decimal point shouldn't cloud our judgement of value.
    1. Priaptor's Avatar
      Priaptor -
      Quote Originally Posted by Dpod4 View Post
      We each have different ears and listening preferences, and the S5s are certainly appealing to a very wide range of listeners, so they are the cup of tea for many. Being happy with my S5s and knowing I have an aspirational speaker of the same DNA is completely different than cycling thru speakers. Seems you have an axe to grind even with those who are happy with Magico sound.
      What "axe to grind" If you read my post in it's entirety you would have seen "Look I know Magicos are wonderful speakers, not everyone's cup of tea and they weren't mine, BUT "value" is not a term in the dictionary to describe a Magico speaker". The "axe I have to grind" is the absurdity of qualifying Magico (or any of the absurdly expensive equipment in this crazy hobby of ours) as "value".

      To the contrary it seems you have an "axe to grind" with anyone remotely casting ANY aspersions on any aspect of the Magico Lore. All that matters is that you love them, they move you like no speaker before and you are happy. That is a great thing. Enjoy. I wish you luck in achieving your Q7 goal
    1. fjmcsu's Avatar
      fjmcsu -
      Chris
      Enjoyed the tour and agree with your post article comments. I have enjoyed immensely my Q5's and feel they will probably be a long term purchase unlike other parts of my system that will chnage over time. I would love to take a tour as you have and in that abensce will use your photos as a substitute!
    1. Priaptor's Avatar
      Priaptor -
      Quote Originally Posted by The Computer Audiophile View Post
      value |ˈvalyo͞o|
      noun1 the regard that something is held to deserve; the importance, worth, or usefulness of something:your support is of great value.• the material or monetary worth of something: prints seldom rise in value | equipment is included up to a total value of $500.• the worth of something compared to the price paid or asked for it: at $12.50 the book is a good value.
      ORIGIN Middle English: from Old French, feminine past participle of valoir ‘be worth,’ from Latinvalere .



      Value is relative. The price of a good or service is often quoted when discussing value, but it really doesn't have much do with value. I think percentage is a better marker. If I purchase a $300,000 Bentley Mulsanne for $200,000 and the BoM cost is $180,000 I'd say that is a value. Some people might suggest paying $200,000 for a car is preposterous but again, the price is irrelevant. Even if I paid full price for a Bentley Mulsanne I could still say it was a value. The number of zeros before the decimal point shouldn't cloud our judgement of value.
      Chris,

      I am glad you chose to use exotic cars in your analogy as that may be the only product that loses more "value" than high end audio equipment once it leaves the showroom.