Well, whatever the reason may be, one fact remains above and beyond all: the X-Series Walkman simply costs more to own in Australia than most markets. According to several Australian websites, it appears that Sony is suggesting “the recommended retail price of the new NWZ-X1060F (32GB) Walkman is $799AU. The equivalent US model is currently on sale at Sony’s official online store for US$399. Based on current exchange rates, the American SonyStyle price equals AU$515.” This is a considerable upcharge for reasons that Sony Insider thinks is downright insulting to the Australian consumer. How can the touchscreen Walkman gain traction in the land down under with such pricing? However, this seems to be nothing new – historically, electronics have been more expensive in Australia compared to just about every other country in the world. It’s truly pathetic.
Sony Australia’s official response:
There are various factors that impact on the ultimate recommended retail price of Sony products sold in Australia. These include, but are not limited to:
- The Australian versions of products need to be adapted to comply with Australian standards and local regulations
- Other countries, including the US, do not include government taxes in their recommended retail prices.
- Australian marketing expenditure is amortised across a smaller number of products
- Sony does not produce and freight the same product to all markets
- Retail environments differ from country to country
- Exchange rate considerations
Information courtesy of current.com.au and Smarthouse.
