Rob From Wisconsin said:
Over the past handfull of years Vermont Castings/CFM has
faced the brundt of quality critcisms, but of recent, it seems
that they are making a concerted effort to remove that image.
Does anyone out there see that also?? Examples??
Thanks,
Rob
They are definitely making a marketing effort - like "The New CFM", the question comes down to what they are doing in R&D, customer service and also in terms of who they sell to. VC is (still) trying to have their cake and eat it too - meaning they want to sell to everybody from the LP dealer, to the chimney sweep to the mass merchant. Traditional hearth dealers don't really like this, but then again a company with so many products like CFM almost has to sell to many outlets because of their hundreds of products.
Dealers will pass up exclusivity sometimes....but they need something in place of it like a good price or lots of customers walking in the door asking for a product.
The entire VC story is very interesting. The initial designs were actually pretty bad for many applications....unless you were heating a large farmhouse in VT - which a lot of people WERE. The castings and fit/finish were amazing as was the enamel. But in the early days the stoves were not as easy to burn and service as were competitors like Jotul, Upland and the zillions of steel models.
BUT, because VC was ONLY sold direct to customers in the early days, they spent millions of dollars on marketing and direct mail. They established a "cult" of users who are not unlike the cult here in the Forums.....people who influenced others and talk a lot. No other brand was even close in getting fixed into the customers mind.
However, VC soon found out that stove dealers were selling against them and making inroads...since most people cannot get a stove by common carrier and then deal with it. They also started having service and warranty issues in the field with no one to take care of them. They opened a few dealers and gave the dealers a low markup for the priviledge of selling VC. The first dealers were able to sell scads of stoves - often 500-800 a year - good numbers for back then.
When other stoves started improving and going catalytic, VC was again left with nothing. They came up with add-on technology that was expensive and didn't work well. Same with coal...they had retrofit kits that didn't work well. Same with clean glass - when other stoves were staying clean, the VC line stayed dirty.
Finally, they bit the bullet and went back to the drawing board and created the Encore....from scratch. Then they did the Acclaim, then retrofitted the Intrepid and then the Winterwarms. They also updated the Vigilant for coal. Now they have a full line of redesigned and newly designed units.
It is much tougher to make changes and upgrades in the cast iron stove biz, because of the time and expense in creating patterns and molds. Steel stove companies can work at 10X the speed.
VC is still a legend. The sad part of the story is that many who helped this company get started are either broke or passed away....one of each in the case of the founders. They went bust or almost bust a number of time, and the "old' CFM CEO was reportedly an unsavory charachter. The legacy is, unfortunately, not good although we all want it to be! It's the American Dream to think that people who do good will all turn out right in the end, but those who have been in business know that there are many forces at work and sometimes the best efforts are not good enough.
The good news is this: VC spawned a large part of the industry.....a number of the people who worked there are still in the stove biz working as consultants, contractors, reps and designers and are responsible for MANY of the top notch products you see in the market today. Once stoves get into your blood, it's tough to do anything else.