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Adam Rayner reviews the Morel Elate Ltd Edition Three-way speaker system

Have you heard of the Red Sea Effect? It’s where the profit (as against the prophet) parts the waters. You get the Edge, the Juice, the Beat Audios and other entry level kit selling still and you get a bizarre smattering in sales at the rarefied top end. Mid-price products do not sell as well these days. The buyers are out there for the finest kit and these are the Bugatti Veyron of speakers. “Review”, are you kidding? They scored a terribly rare Talk Audio State Of The Art award when I gave them a 1,300 word pull through on the www.talkaudio.co.uk consumer magazine website…

But for the speaker geeks amongst you, here’s the tech to get it out of the way by way of extract from that review…

“Supplied in what looks a little like a case for a high end sniper rifle, these are a very high quality set of loudspeakers indeed. Made as an especially desirable limited edition of only 500 sets, each distributor in the world was to be given only ten. The UK distributors are so well hooked into the top end of the discerning ice trade that they quickly sold their allocation and then begged for that of another territory. In fact, Morel have had to admit that the UK is better at finding lovers of high end speaker systems than other places and the Flagship guys have had even more of the 500, beating the rest of Europe! Comprising the MT-24LE Acuflex™ coated soft dome tweeter and the CDM-88LE dome midrange with the same coating and the SW 6LE woofer with the Accuset MX-22.2LE passive crossover. The passive can be used single-wire with jumpers, bi-wired or else bi-amplified with a separate amp to run the woofer and the mid-high section.

The woofers are made of two layers of Carbon fibre with a Rohacell layer between them. The mid and HF drivers’ magnets are double Neodymium types, so very strong, while the woofers’ magnets are hybrid Neodymium/Ferrite but still six times more powerful than regular Ferrite-alone types. The voice coils are external to the magnets so are three times the ‘normal’ size. These coils are Hexatech™ Aluminium and are lighter and yet more efficient due to small air gaps and allow faster transient response.  The woofer has a ‘Controlled Acoustic Resistance’ air filter on its base to attempt to mimic the effects of it being mounted in an enclosure as such speakers are normally mounted ‘free-air’ or without the acoustic support of an enclosure. The chassis is shaped to best allow airflow around it and the magnet structure is shielded to prevent flux from interfering with the rest of your system’s wiring. All very advanced stuff.”

Now just lately I have been lucky enough to hear some absolutely astonishingly expensive home equipment, with a pair of speakers priced £150,000 made by Steinway. (Yes, the Piano people.) Yet these Elate speakers at a ‘mere’ £1,750 are able to raise that utterly audiophile result in-car. The incredible speed and accuracy of really serious reproduction.

You might think it impossible to sell such items but there are some compelling reasons ‘why’ for your better heeled customers. One is that they have a keen youth image from Whips, Dubs and Cribs and such on the TV and as they are so awesome they get used by Sound Quality Judges at EMMA sound offs as a reference. If you want to win in SQ, buying Morel really helps.

But the Big One is simple.
Margin; sell one set of Morel Elate and you will garner the same profit as selling four hundred sets of piffle as Morel is NOT going to found shagged on the net and it won’t be in stock up and down the nation. So you get exclusivity, profit (not a dirty word despite current rumours)  and the deepest most aching desirability – and that CASE!
This is the sort of thing to tempt particular targeted customers with, this is the sort of thing to keep in a glass cabinet of it’s own, just reeking of über-cunning Israeli engineering.

A real statement product that says you are a high end outlet. If you get those High Net Worth punters with nice cars in your bay, you need to let them know about these….

Oh yeah, that’s a 10 by the way….. ASR

Product Details
Manufacturer:  Morel
Distributor: Flagship Distribution
Website: http://www.morelhifi.com
Typical Selling price: £1,750.00

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