Behringer has built a loyal following of synth and gear obsessives thanks to its ability to develop uber-affordable music hardware – often inspired by far more expensive counterparts.

And in a new interview with Sweetwater, the company’s main man Uli Behringer explains why its pricing model is so instrumental in its success.

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He explains that keeping profit-per-product-sold low means the likelihood of nurturing longer term relationships with customers is far higher.

“We have not invented synthesizers, nor will we ever claim [to], but hopefully people will remember us for having brought all these jewels back to life,” he says.

“But only a few people can afford those, and I think it’s important to make them available, accessible to people who do not have deep pockets. That’s something we feel strongly about, and that’s the purpose why we exist.”

Behringer explains that it’s this purpose, not money, which drives the company forward.

“You have to have a purpose,” he says. “You need to have a reason to get up. And it can’t be money, can’t be business. I don’t care, right? It’s about doing something for customers. And if you do that, and you notice very well, then people will reward you. Profit and money and all this stuff is a consequence, but it’s not a purpose.

“And we have a very simple [saying] that the way we price our products is that we look at the cost and we add a small profit on top of it, and that’s the sales price. So we don’t go out like most competitors [and say], ‘How much could I charge and get away with it?’ We say it doesn’t matter.

“We just take the cost at a small margin, and that’s the sale price. Customers will appreciate it, and you have a long term or lifetime customer, and that’s what matters.”

2025 has already seen a slew of new product releases from Behringer, including the Chorus Symphony pedal, which takes inspiration from the Boss CE-1 Chorus Ensemble, the RD-78, its take on the “granddaddy to all drum machines”, Roland’s CR-78, and the 676, which recreates Universal Audio’s 6176 Vintage Tube Channel Strip.

See the latest products from Behringer.

The post “Unlike most competitors, we don’t say, ‘How much could I charge and get away with it?”: Uli Behringer on Behringer’s pricing philosophy appeared first on MusicTech.