#34 Now everything will be cheap

There are two theories about this: the first one is that Elegoo has lost its mind. The second one is that this is actually part of a deeper strategy—you know, some Sun Tzu-level stuff. Supporters of this second theory even come up with conspiracy theories that the Chinese government is behind it.

But that’s not all… Shortly after Elegoo’s move, Creality also added its piece to this madness. And then Autodesk… A complete surprise—a knife in the back of all AM software developers. And from a Western company, no less! How? Why?

Does this mean everything will be cheap now? Will everything cost less than 1,000 EUR/USD?

Alright, let’s hold our horses for a moment and organize everything. Let’s start from the beginning…

Early last week, news spread like wildfire in the industry about new desktop-grade FFF 3D printers from the Chinese company Elegoo—Centauri and Centauri Carbon. These are yet another Bambu Lab clones—same technical specs, same design, same features. The difference? The price…

• Centauri is offered for €239.99 (down from €299.99)
• Centauri Carbon is offered for €329.99 (down from €412.99)

For comparison:

• Bambu Lab P1P (the cheapest model) costs €499.00
• Bambu Lab X1C (the flagship model) is €1,187.63
• Creality K1 Speedy costs €385 (down from €539)
• Creality K1C is €499 (down from €599)

Elegoo is undercutting everyone.

Of course, we can expect some potential quality or reliability issues in the long run. But maybe not. Maybe Elegoo prints in lower quality than Bambu Lab. Or maybe it prints just as well. In reality, it doesn’t even matter that much.

What really matters is the question: Why did Elegoo lower the prices so drastically?

Is it about breaking some psychological price barrier? If so, they nailed it. A desktop-grade FFF 3D printer with a 250 mm XYZ build volume for less than €250?

Sure, done. Next…

But beyond that achievement, it makes no sense. Can they even make a profit at such low prices?

There are many opinions about China, particularly that low production costs are due to poor working conditions. But let’s not exaggerate—it’s not a country of slavery. And manufacturing and assembly costs can’t be infinitely cheap—there’s a limit below which you just can’t go.

And then there are tons of additional costs—marketing, distribution, tariffs, taxes…

So either Elegoo is selling at a loss for some completely irrational reason (Scenario 1: they’ve gone crazy), or there’s a complex business strategy behind it that we—the dumb Westerners—are too focused on the smoke screen (the low price) to see (Scenario 2: Sun Tzu-stuff).

So, I think it’s actually the first scenario. It seems to me that this move is aimed at internal competition between Chinese companies. It’s an old Soviet business strategy—offer products cheaper than the competition (and figure out the rest later).

Actually, I wrote about this dilemma in great detail back in 2014 on my former website, Centrum Druku 3D, in an article titled “Why 3D Printers Have to Be Expensive.”

The race to the lowest price is based on two key assumptions:

1. The lower the price, the higher the sales; a lower unit margin will be compensated by selling a much larger number of 3D printers.
2. This strategy will eventually eliminate the competition and allow for market domination, at which point prices will be raised, and profits will skyrocket.

This is a classic Soviet business doctrine. Unfortunately, aside from being simplistic and na?ve, in the context of 3D printing, it rests on four additional false assumptions:

1. False assumption #1: everyone wants to use 3D printers - no, they don’t. Despite the huge growth in 3D printer sales, it’s still a niche product. The growth has its natural limitations and the growth curve tends to be horizontal rather than vertical.
2. False assumption #2: people want cheap 3D printers - not true. As in any market, there are people looking for the cheapest solutions and those looking for the most expensive ones. If price were always the most important factor, luxury clothing, watches, and smartphones wouldn’t exist.
3. False assumption #3: companies want cheap 3D printers - even less true than with consumers. Businesses may consider buying cheap 3D printers, but only in two cases: at the beginning, to test the technology, and when their AM needs are so minimal that purchasing a more expensive machine wouldn’t make sense economically.
4. False assumption #4: "we’ll produce and sell cheap, and figure it out later…" Historically, this approach has always led to failure.

So, we can assume that in the long run, this strategy will backfire on Elegoo. I’m not saying the company will go bankrupt—I’m saying the final outcome will be different from what they expect.

Sooner or later, Elegoo will be perceived more like a brand from Temu than a valuable, reputable brand.

But that doesn’t change the fact that the milk has been spilled, and a new pricing standard has just been set. It won’t be easy to climb back to higher price levels from here.

Because let’s look at what the competition is doing.

Creality, which for years was seen as the leader in affordable 3D printers, also unveiled a new model last week: the Ender-5 Max, a large-format CoreXY 3D printer with a build volume of 400 × 400 × 400 mm and a printing speed of up to 700 mm/s. The price? €799!

For these specs and a build area this size, that’s insanely cheap. 40 cm in each axis? That’s a massive machine.

This race to the bottom will continue.

Now, we’ll see how Bambu Lab responds, as they are expected to unveil their long-awaited next generation of 3D printers in the next month or two.

According to their original plan, these machines should be positioned at a higher price point. But now?

Now, let’s move on to the final point—Autodesk and its "silent" launch of a new Fusion feature: True Shape Nester—a nesting tool for SLS, MJF, and PBF technologies.

I say "silent" because there was no press conference, no press release—this feature was simply included in the latest batch of Fusion upgrades rolled out at the end of January.

However, this is truly revolutionary, because the Fusion license is priced at $680 per year (or $85 per month), while dedicated AM nesting programs are counted in thousands of EUR/USD.

Functionally, dedicated solutions might still be superior, but for many powder-based 3D printer operators, this will be:

• a huge convenience (since it’s integrated into their existing CAD environment)
• a massive cost reduction for their business.

In Europe’s struggling economy, $680 per year for nesting software is a late Christmas present! And let’s not forget—it’s just a plugin within the much more powerful Fusion ecosystem.

So, does all of this mean that, despite skepticism, economic analyses proving otherwise, or outright dismissal, the AM industry is entering an era of major price corrections?

Will everything just keep getting cheaper? Or are these isolated cases with no real impact on the rest of the industry?

The price cut will definitely increase 3D printing adoption - but still not to some sky-rocket levels (see "False assumption #1: everyone wants to use 3D printers"). On the other hand, it will reduce OEM margins and increase the already high economic pressure on them.

So what will it be...?

So much for the introduction. And now, without further ado...

200 newsletters sent

On Saturday, February 22, I published my 200th newsletter on The 3D Printing Journal. These newsletters are released daily, which means that for 200 consecutive days (actually 202 as of today), I’ve been publishing opinions, analyses, news, and gossip about the global AM industry.

The number of subscribers keeps growing (recently surpassing 500), and I’m deeply grateful to everyone for their support.

By the way, I’ve come up with a special idea for the 250th edition (a quarter of a thousand is a pretty big milestone!). I’ll be sharing more details soon.

Additionally, we have just published the Mexican edition of The 3D Printing World Guide, and upcoming editions will cover France, Hungary, and the United Kingdom!

If anyone is interested, feel free to get in touch and submit applications! APPLY HERE!

#7. Bambu Lab filed motion to dismiss Stratasys lawsuit

As we remember, Stratasys sued Bambu Lab for patent infringement in August 2023. Recently, Bambu Lab filed a motion to dismiss the case in the Eastern District of Texas, arguing that its U.S. subsidiary, not its Chinese parent company, should be the defendant. Instead, they want the case moved to the Western District of Texas, where a related lawsuit is ongoing. This is a procedural maneuver aimed at delaying the case rather than addressing the patent infringement claims. While legally valid, it doesn’t impact the core issue of the lawsuit—it’s just a strategic stalling tactic.

READ MORE: www.3dprintingjournal.com

#6. Tethon 3D acquired TA&T from Sintx

Tethon 3D acquired TA&T from Sintx to strengthen its position in ceramic additive manufacturing. The deal enhances Tethon’s manufacturing capabilities, expands its resin portfolio, and boosts global market reach.

READ MORE: www.voxelmatters.com

#5. ADDiTEC launched the AMDROiD X Laser DED system

ADDiTEC launched the AMDROiD X Laser DED system at MILAM 2025, targeting defense, energy, and emergency response. Featuring a portable, self-sustaining design with solar-powered storage and integrated gas supply, it enables on-demand metal manufacturing and repair. The system supports stainless steel, aluminum, and copper, with high-speed printing and advanced multi-axis capabilities.

READ MORE: www.3dprint.com

#4. ICON has raised $56M in Series C funding

ICON, American additive construction firm, has raised $56M in Series C funding amid financial struggles. Despite securing over $500M to date, the company recently announced layoffs of 114 employees (25% of its workforce). Facing industry-wide challenges, ICON shifts focus to selling 3D printing hardware while continuing projects like military barracks and housing developments.

READ MORE: www.3dprintingindustry.com

#3. Elegoo has unveiled the Centauri Carbon 3D printer and Creality has launched the Ender-5 Max

Elegoo has unveiled the Centauri Carbon 3D printer, featuring a CoreXY system, 500 mm/s speed, and automation features. It supports carbon-fiber filaments with a 320°C hotend and enclosed chamber. Auto-calibration, real-time monitoring, and vibration control enhance performance. The printer is now available for pre-order at €329.99.

Soon after, Creality has launched the Ender-5 Max, a large-format CoreXY 3D printer with a build volume of 400 × 400 × 400 mm and a printing speed of up to 700 mm/s. It features a robust aluminum frame, dual Z-axis motors, and double linear guides for precision. The printer includes a 36-point auto-leveling system, a flexible epoxy-coated build plate, and a 1000W heated bed supporting materials like PLA, PETG, ABS, and ASA. Equipped with a direct-drive extruder, filament detection, and power-loss recovery, it also offers a 4.3-inch touchscreen and Wi-Fi connectivity.

READ MORE: www.3dprintingjournal.com

#2. 3D Systems announced upcoming premiere of the NextDent 300 MultiJet

3D Systems announced upcoming premiere of the NextDent 300 MultiJet 3D printer at LMT Lab Day 2025, alongside innovations in night guards and direct printed aligners. The new system enables rapid, fully cured denture production. General availability is expected in Q3 2025, with expanded dental applications launching later in the year and beyond.

READ MORE: www.3dprintingindustry.com

#1. nTop acquired cloudfluid

nTop has acquired cloudfluid, a German CFD software company. cloudfluid’s GPU-native solver enables rapid, accurate fluid flow analysis without complex meshing. This integration advances applications in aerospace, defense, and turbomachinery, accelerating designing in propulsion, aerodynamics, and thermal management while improving simulation data for machine learning-driven design optimization..

READ MORE: www.voxelmatters.com

Summary of the most important events in the history of the 3D printing industry published last week:

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