Well the reaction has been huge but probably not in the way Thermomix Australia intended.
For those who haven't heard Thermomix has released a new model tm5 to replace tm 31. Without notice. If you ordered one before august 19 you get the old one. No ifs or buts.
Understandably those who have newly invested in their machine are very angry that they were not told that their $1939 purchase was going to immediately be "the old model".
Compare the handling of this to a new release of an iPhone. Lots of months notice is given by Apple of the new version. During those months customers can still by the current model but customers can also choose to wait if they want to. It is all about information and choice for the customer. Both of these things have been withheld and denied to Thermomix customers. Unacceptable, arrogant and greedy behaviour by Thermomix.
Having said that, personally, I do not think the new version is actually that much more flash. 10% bigger is not significant for me (I feed 7 nightly with it no problems). Inbuilt recipes are nice but not necessary - I know most by heart plus my modifications. Locking feature - I don't have any problems with current.
So for me, as soon as I saw the new model, and learnt you could not "trade up" cost effectively, my first action was to jump on eBay to source a cheaper old model. I would really love a 2nd machine as now that I am working when I cook I cook multiple meals at once.
What should Thermomix do to repair their integrity?
1) sincerely apologise for the lack of notice of the new release and admit it was a bad decision
2) offer a trade up scheme where customers who purchased in the last 12 months can trade in their machine for a new one at a fraction of the price. This will also prevent the flurry of old ones being sold on eBay which devalues the product and the hard work done by consultants to maintain a customer journey.
I hope Thermomix Australia have learnt a big lesson in not treating customers as stupid/gullible. Even my husband said thermomix's actions were just greedy - they didn't want to slow sales pending their new release.
Must say as well that the trite statements about 'valued customers' also grated. They need to apologise sincerely and fix it.
I do feel for the Thermomix consultants who knew nothing of this. They are often treated similarly to customers with the secret squirrel business and "need to know" information releases. Yet consultants are the front line and will be bearing the brunt of this.
Thermomix - you have a great product and wonderful consultants and loyal customers - do the right thing now or risk it all at your own hands