I think he has probably been encouraged by the Asian market to put prices up. I certainly know one other maker who was told by his Asian importer that the problem was the speakers were too inexpensive to be taken seriously by his higher end customers.
Some special models with heavily marketed mods that made no difference were made at ~10x the price for this market and sold better...
Not sure ten times the price here (they did have a premium of maybe 30% or so from memory) and one or two models were refined versions which DID make for a small somic advantage. One prime reason for the price increase is the selling prices of the less accomplished competition which shocked him when he allocated the funds to go out and buy samples. Spendors have cost more for ages now (I think higher dealer margins had a lot to do with it) and Stirling prices have increased a lot as well. My first '5' model was an HL5 back in around 1990 (before my ATC days
) and this walnut pair retailed for around £1250 I remember. Two unit rather than three unit system, they'd be around £3k now. I can't remember exactly but the SHL5 was around £2400 - £2600 in the late noughties, so taking 2009 as year, that's around £3300 to £3500 today. Current 5's are £5k yet are selling better than ever, so I've no bloody clue frankly! Looking at comments and systems on a Facebook page as well as some system questions on the HUG forum, I think they're now in wealthy gear-collector markets now, where the cachet and status enhancing of the brand is as or even more important than the sound quality.
I need to listen again when my dealer friend and colleague is up for it (still not right for lads days out I'm afraid), but I did feel the C7-XD is *now* more like the 5-XD-but-smaller and the M30.2-XD is now the slightly tubby-toned one, which wasn't the case some years back.
One thing we can all agree on here. Alan has stated there's really not much more he can do to the existing designs and any major steps forward will be totally new models. Now I believe he has Klippel and Spendor's recent designer on board, I expect wonderful things in the future, but obviously the success at the current high price points won't see a price reduction any time soon which is sad for me if nobody in their main market will worry as they seem to have much more money to spend (maybe a blinkered UK view).
Not sure how much the Brexit situation has messed up our exports to non-EU countries. On the one hand I'm damned glad we tore ourseves away from self serving beaurocrats in 'Brussells' but my Lord, the price we're paying for it must hurt UK exporters badly at the moment (I had a nice chat with Willem about it elsewhere and try not to be closed minded about it all). Covid has also increased shipping charges massively (doubled I think), so whether that plays a part in manufacturer margins perhaps? Not excuses here, but a pair of speakers I've just sold (they're going off to China of course) are costing loads to send there.