The Viking range, like the Harley-Davidson motorcycle and Martin guitar, is one of those rare U.S. brands that has evolved into a cult object. The three brands also share an aura of exclusivity that
entitles their producers to charge premium prices. That, in turn, enables them to keep production in the United States. Viking ranges sell for between $3,000 and $10,000.
Every range and
other major appliance made in Viking's facilities in Greenwood, Miss. is made to order, which means the factories don't produce it unless there's a customer waiting for it.
Boston Consulting
Group's Michael Silverstein says Viking customers are more concerned with buying something "made for me" than "made in America. And yet, the Greenwood, Miss. saga is a big part of the myth of Viking."
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