Fischer Skis US
Erik Anderson - V.P. Alpine Division
Motive 80 C-Line w/C-Line Z13 Flowflex (unisex)
Ski dimensions: 122-80-110
Available length of skis: 161, 168, 175, 182
Target market with featured skis: Advanced to expert skiers seeking the ultimate high performance, all mountain ski.
Two-sentence description of featured skis: The Motive 80 C-Line features a vertically laminated woodcore, sidewall construction with a full carbon fiber jacket for increased torsional stiffness, the ultimate in edge grip, and a ski construction that maintains its life and snap twice as long as a traditional metal laminate. The Flowflex Tune-It adjustable binding suspension plate allows the skier to dial in the flex and rebound to suit his weight, skiing style, and slope conditions.
Koa 78 w/V9 Railflex (women’s)
Ski dimensions: 121-78-107
Available length of skis: 147, 154, 161, 168
Target market with featured skis: Advanced to Expert woman looking for the ultimate go anywhere all mountain ski.
Two-sentence description of featured skis: The Koa 78 features an all poplar woodcore and full sidewall construction for lightweight but tenacious edge grip. The all mountain rocker design makes short radius turns feel silky smooth and allows the ski to slip and slide its way through bumps and crud, while hooking up and railing in high speed turns on the groomers.
What’s on the horizon for next year’s skis?
We’re really striving to provide the best built, best performing skis at the best value the industry has to offer. To prove this point, we’ll offer a $599 MAP system, the Motive 76, which will feature a FULL sidewall, FULL woodcore construction at a price point where many of the competitors offer a partial sidewall, if at all, and many wood/foam hybrid constructions. We’ve also lowered the price on our best selling freeride ski, the Watea 84, from a MAP of $649 this year to $499 for 11/12 without any decrease in the dealers’ margin (%).
What are the three biggest forces shaping the changes and developments you’ve made?
1. First would be consumer and dealer demand for an increase in the value offered…not lower quality, lower priced goods, but quality items at aggressive prices…like the new VW Jetta ads, great for the price of good.
2. The incorporation of rocker into all mountain skis…we’ve had the ability to test our Motive series with varying degrees of tip rocker and have found the right blend of camber and tip rocker produces a ski that still holds exceptionally well on hard snow but is more user friendly for lower level skiers and in variable conditions. All of our Motive, Watea, and Koa skis will feature some variation of rocker which will make already great skiing skis perform even better.
3. The freeride/backcountry segment continues to provide solid growth for us and we’re demonstrating our commitment to this segment with many new models including a brand new flagship powder ski in the Watea series, the Watea 120. We’ve also added a Watea 88 (88mm waist) at a great price of $599 MAP, a Koa 98 and 88 for our women’s freeride line up, and a completely redesigned twin tip line.
Any completely new models (including pro models)?
Watea 120, Watea 88, Watea Pro Team Jr, Motive 80 C-Line, Motive 88, Motive 78, Motive 76, Koa 98, Koa 88, Maven, Prodigy (jr twin), Progressor 1000 C-Line, Progressor 900, Progressor 800, and Competition Superrace Jr.
The Progressor 8 and 9 are being replaced by the Progressor 800 and 900 with completely new shapes. Watea 78 is being retired as the freeride category continues to move to wider waist widths and 78mm is now covered in the Motive series. The Breeze and Exhale women’s skis also leave the line with the focus solely on Koa with waist widths from 73mm to 98mm. The long running Addict, Villain Pro, Addict Pro Team, and Addict Team have all been retired and replaced with a whole new series of twins.
What will be your best selling ski? Why?
That’s a tough call right now, but I’m expecting a fierce 4-way battle between the Motive 80, Watea 84, Koa 78, and Koa 84…great all mountain skis aimed at the bulk of the market and priced aggressively.
Any new materials or construction technologies?
As mentioned earlier, rocker will be brought into our all mountain ski and freeride collection.
What themes are you seeing for colors/graphics?
The pallete is HUGE…almost anything goes, but bolder designs in all mountain, and more individuality in our freeride collection.
What are price points doing?
We’ve taken major steps to lower price points and/or increase the technology at current prices.
What market segment are you focusing on? How and why?
For a brand like Fischer, a family owned company that’s been in the ski business since 1924, its important that we stay true to our roots while also continuing to evolve as a ski company. The “adventure” market is a prime example, it taps into the heart and soul of skiing, just getting out there and sliding around on the snow while enjoying what mother nature has provided. Racing and competitive skiing is part of our heritage and will always be in our dna, but we’re much more than just “a race brand.” The new Watea and Koa collections will show our commitment to the adventure market and the future evolution of the brand.
What types of skiing do you see leading sales next year (racing, all-mountain, park, etc) and why? How are you planning ahead for that?
Sales are being led by several market segmentations; race is a strong and important segment for us and will continue to be one of the volume categories. As mentioned, the “adventure” category is also a key segment…I think as skiers a large majority of us are looking to get away from the everyday…go one step beyond the last set of tracks and immerse ourselves in the mountains. Pipe and park skiing also continues to drive the youth market and with skier halfpipe looking like it’ll make a debut in Soche, it’ll only continue to influence the market, driving trends and sales.