Everything wrong with the premiere of the Ultimaker S8
The Atomic Layers: S8E11 (00217)
Atomic Layer of the Day:
Today marked the launch of the UltiMaker S8. In the past, whenever I covered the company’s latest releases, I would always say, "this isn't a revolution, just an evolution," and that "Ultimaker doesn’t change what already works—only improves it."
And so on, and so forth...
So today, I figured—why write the same thing again?
But make no mistake—when the Ultimaker 3 launched in 2016, it was a groundbreaking 3D printer. It propelled the company to the very top of the desktop AM industry while simultaneously leaving several competitors far behind. Then came a period of evolution rather than revolution, and Ultimaker transitioned from a rapidly growing startup into a stable corporation that gradually expanded its market share.
Until it didn’t.
First, Prusa Research and Creality shook things up. Then, Bambu Lab arrived. And now it is what it is. The UltiMaker S8 is essentially an S7 with upgraded electronics and firmware—meaning it finally moves as fast as its Chinese and Czech competitors.
Overall, I assume it’s a great piece of hardware. After all, the company hasn’t forgotten how to make reliable 3D printers. It’s just that, well... the competition has been ahead of the curve for some time now.
Oh, and the price: €9,816.31 for the base version, €12,493.81 for the PRO Bundle.
So today, I decided to write about something else—the official launch event, which took place at 3:00 PM CET. You can watch the video here—it’s short, only 25 minutes (20 if you skip the countdown).
When I first watched it, something felt off. I focused on the content and visuals, but subconsciously, I knew something was weird—something just wasn’t right.
So I rewatched parts of it and finally understood… It wasn’t a well-executed video. It wasn’t a successful product launch. Let me explain why.
The launch was opened by the company’s CEO, Michiel Alting von Geusau, who remained seated on a couch throughout the entire presentation, resting his elbow on the backrest. Behind him, you could see some 3D-printed models on a shelf.
You might ask—was the new 3D printer visible? Well, it wasn’t.
Not once during the entire video did the UltiMaker CEO appear on screen alongside the new printer he was talking about.
That couch and the relaxed CEO didn’t convince me. He looked like that uncle who always tells life stories at family gatherings. It was all very casual and cozy—but is that how a 3D printer launch should look? All that was missing was a table with snacks, drinks, and maybe a fireplace in the back.
Mr. Alting von Geusau praised the latest product (which we hadn’t seen) before handing things over to his managers, who discussed its details—the printer, materials, and software.
And then, when it was time to actually present the printer, the scene shifted to a dark, cold-looking room. And the managers explaining tech details seemed visibly tense and uncomfortable.
Now, to be fair, I won’t criticize them for that—technical experts responsible for a product don’t need to be public speakers. Their knowledge and skills matter more than their on-camera presence. But here’s the issue...
Seeing the CEO relaxed in a large, spacious office on a leather couch, then cutting to engineers looking rather uncomfortable in a dimly lit basement while talking about their months of hard work—it creates a stark contrast between the executives and the production team.
All the shots featuring the 3D printer had this cold, blue, sterile aesthetic. I get that they were going for a sleek, clean, “surgical” look, but honestly… it felt more like a morgue. And those pipes hanging from the ceiling…
Also, all five presenters (CEO included) were Dutch. And yet, isn’t UltiMaker supposed to be a Dutch-American company? That was another strange detail.
So those were my impressions of the launch. I don’t know how much involvement the company’s marketing department had—or was an external agency responsible? Either way, this should have been executed much better.
How? Well, maybe something like the recent promotional video from Nikon SLM Solutions, where CEO Sam O’Leary walks through the company’s latest achievements. (unfortunately, I can’t embed the LinkedIn post here, so you’ll have to watch it externally.)
That’s how you craft a successful narrative. I’d strongly recommend the UltiMaker marketing team get in touch with their counterparts at SLM Solutions.
Next time.
Atomic Layer from the Past:
03-11-1986: Chuck Hull was granted a patent for stereolithography.
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