There's a difference between protoype tooling and mass production tooling. We got our fascia tool for about 1/5th the cost of a normal production tool because it'll wear out after making about 30,000 faceplates - but if we sell 30,000 car players we won't mind paying for another tool!
The prices you're talking about aren't in line with the industry costs that we have experienced. We spent several thousand pounds just on the tools to punch out the handle hinges and the press tabs for the car cage. In all, tooling for the Mk.2 player has run into many tens of thousands of pounds, but people don't take this into account when calculating "how cheap" we could make a low volume product.
Rob
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