BEHIND THE LINES: Automaton Snowboards
mike lewis
- May 13 2009
- 778 views
- 13 comments
www.automatonsnowboard.com
phone: 530-680-4117
Contact: Brenton Woo (el presidente)
brenton@automatonsnowboard.com
What’s on the horizon for next year’s decks?
A tight, focused line of mega-fun freestyle snow swords brought to you by your favoritest snowboard brand ever.
What are the biggest forces shaping the changes and developments you’ve made?
The biggest force is the snowboarder mentality. This is snowboarding, not skiing. Manufacturing has reached a point where people should focus on having fun in the snow, not little spec numbers that don’t make a difference. Automaton develops products that keep us focused on the future of snowboarding.
What’s gonna be your best selling deck? Why?
Tough to say ‘cause in previous seasons, the odd sizes sold through first! But I’d imagine the Time Fighter 151 will be a hit because of Funderburk’s graphics, size, price, and ‘cause it’s 110% pure rad.
Time Fighter 151cm $399
In Oz, they’re referred to as time fighters, but in the US we call them cougars. It’s great to see people acting their age. Art by Alex Funderburk.
Any new materials or construction technologies?
Extra windproofness for jumping antics. Look out for Automaton’s exclusive Auto-Pilot in the near future! We also look to donkeys for inspiration.
What themes are you seeing for graphics?
Graphics have always been a strong selling point for Automaton. I can’t speak for themes across the whole industry, but ours push the themes we set for each season. 09/10 is: Shred Today (Because Tomorrow It May Melt). While timing is important, time is not your friend! Go do it now!
What are price points doing?
Expensive boards aren’t doing anyone any favors. We’re resisting price increases as much as possible. All Automaton snowboards msrp at $399.
What market segments are you focusing on? How and why?
1. The more discerning shred. The shreds that are at the cutting edge generally don’t want what everyone has. By not marketing through traditional channels, Automaton maintains niche status.
2. The mature snowboarder. The snowboard population isn’t growing in number as much as it’s growing in age. By producing graphics with universal and mature themes, Automaton reaches a customer not addressed by the industry.
3. The collector’s market. By working with our artist friends such as Chad Carothers, Justin Lovato, Joe Polillo, and Alex Funderburk, Automaton has a growing customer base of people who are fans of these guys and want the boards for display purposes. Exposure in art mags like Juxtapoz and Giant Robot has helped promote this angle of our brand. These 3 distinct segments keeps Automaton’s customer base wide and keeps us in business.
What types of riding do you see leading sales next year (park, all mountain, etc) and why? How are you accommodating that with your decks?
Ultimately it’s about fun. If snowboarding isn’t fun to you, then why do it? Historically, freestyle decks have averaged about 80% of new board sales. On top of that, Automaton believes that the freestyle approach is the future of snowboarding. “Freeriding” is what you do between hits whether you’re in the park, the streets, or the backcountry. You can’t secure the past, but you can shape the future. Automaton is focused on freestyle fun! Snowboarding Saves Lives!
Unnatural 149cm $399
In the natural world exists the unnatural life. Time is your enemy. Shred today (because tomorrow it may melt). Art by Joe Polillo and Justin Lovato.
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May 18th, 2009 at 6:25 am
Do they make boards for guys too? Or just girly graphics like Hello Kitty?
May 18th, 2009 at 6:25 am
$399 board with an extruded base? Come on.
May 25th, 2009 at 9:15 pm
These boards are so much fun! I ride the 156 oddball and it stomps everything. From 5 foot powdays out at blue lakes, to the night sessions out at stagecoach. I love the boards!
May 31st, 2009 at 3:55 am
They are just base model Elan boards. Hard to excited about NALE.
June 1st, 2009 at 5:49 am
Pretty much every board brand now, is made in someone elses factory. Elan presses more brand than just Automaton. All the brands coming out Austria (Elan) are quality build products. Really you have to ride a board first to jump to conclusion about it.
June 1st, 2009 at 5:59 am
So many quality boards are pressed by Elan. Also when you have your boards made in a factory you come up with your own design and materials. Joe Pollio and Justin Lavato's graphics are so sick, keep it up. More people need to shred Automatons.
June 2nd, 2009 at 4:03 am
Are you talking about all the Elan boards with edges that crack? Or the Rome and Capita boards with the tops that fall off?
June 3rd, 2009 at 7:42 pm
both of those brands you are talking about are core snowboard brands. Dude you are going to have these problems: edges cracking and top sheet delams if your shreding hard. The begginer snowboarder is not going to hit hadrails and big jumps which these problems would accure. you can not make a indestructible snowboard. thats why there are warranty departments.
June 4th, 2009 at 5:55 am
$399 is too much for any board with an extruded base.
June 4th, 2009 at 5:56 pm
not really. my extruded base on my oddball is still in prime condition after all season and some summer shredding. And i know lots of people who are in the same boat as me with their Automaton Shred Sticks, plus you want an extruded base for freestyle riding Park, rails etc. The softer base is better for waxing it absorbs alot better than sinered bases, and they are easier and faster to p-tex/ repair. Woudent you feel dumb buying an exspensive board with a sinered base just cruzing down the mountain and you hit a rock and you get a gnarly core shot. id be pissed if i just dropped 500+ for a board. If you only spent $399 on an Automaton and you got a core shot well i bet you woudent be as mad. Support the underdog dont hate on snowboarding too many haters are ruinning our life styles. snowboarding i s fun, exciting, progressive and what you make of it. Look out of Automaton its creepoin and when you least expect it!!!! SNowboarding Saves LIfes!!!!!!!
July 19th, 2009 at 7:20 pm
I like the capital it is the sickest one. just like the indepentdent from automaton
August 27th, 2009 at 9:33 pm
Honcho, you seem like the type of dude that knows the details but lacks the shredness. If you were a seasoned shred you would know that it is all about the ride and F* the numbers. So you ask about graphics, everyone has an opinion and here is mine. Chad Corothers (who used to do graphics for Lost… Surfboards when they were cool) has done multiple seasons for Automaton and you should look up his website which will show you some of the ones he has done. They are way sick; in MY opinion.
November 12th, 2009 at 4:08 pm
I've got an automaton from 2007 and honestly i really enjoy it. I had a burton canyon before that and the difference is night and day. Brenton, the owner, is also super nice, he responds to emails personally and helps you out with whatever you need. My brother bought a board from them last year and my dad was able to call him right up with any questions. I also am pumped because i got my mixed signals on a pro-form for about 140 shy of retail, so that doesn't hurt. They're not the next big tech company, they will never be burton, nor do they want to be. but if you want a company that will back you up and call you to get some runs in, go for it.