Avigilon Touting 'Made In America'

By John Honovich, Published Sep 18, 2017, 09:15am EDT

Canadian manufacturer Avigilon, who completed a US manufacturing facility in 2015, is now running a marketing campaign touting 'Made In America', waving the American flag:

In this note, we examine the move, its timing and the potential competitive impact against Chinese manufacturers.

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Vote / ****

Comments (36)

Could it be "Bad" somehow?  Is there ever a backlash against MIA marketing?

Maybe it's "Bad" if they are enduring far higher manufacturing costs because they expect the MIA label to offset the expense with sales.

Aside from that, I think there is little downside to letting people know that you are MIA as opposed to the expected MIC.


The USA certainly has its critics around the world. Those critics might be less inclined to purchase a product that emphasizes its USA base.

Related, and as I mentioned in the article, it is definitely a significant negative for non-Chinese manufacturers to sell in China, regardless of cost or quality. For example, why Axis has special manufacturing of its products for the Chinese market, in China, even though Axis China market share is nearly negligible.

Related, and as I mentioned in the article, it is definitely a significant negative for non-Chinese manufacturers to sell in China, regardless of cost or quality.

That may be true, but is it the fact that they are marketed as MIA that is negative, or only the fact that they are MIA in the first place that causes them to get penalized?

In the auto industry, I suppose that it could be a negative to be marketed as "MIA" in the case of an exotic sportscar, even to buyers in the U.S., since the gold standard is "Made in Italy".  Probably better left unsaid, esp. outside of the US.



John - where is Avigilon strong and are those places prone to anti-MIA products?  I believe I've heard they have a decent influence in Central/South America.  Not certain about Europe.  From what I have seen they have very limited presence in countries that are very isolationist when it comes to imports of competing product - South Korea, China (as pointed out in the article), Taiwan, Japan, etc.

#2, here is Avigilon's most recent revenue breakdown:

So, US is 60% of revenue while Asia Pacific is 7% and that includes Australia / NZ.

This true but... What about the fisheye & the new appliance?

#3, I asked Avigilon for clarification and they responded:

With manufacturing facilities in both the United States and Canada, our “Made in America” claim only applies to products from our Plano, Texas facility.

I asked a follow up about which products specifically are 'Made In America' and will post if or when they respond.

According to this, if it's Sold in America, it's Made in America:

Avigilon's new 40,000 square foot U.S. Facility features state-of-the-art equipment and enables U.S. customers to order and receive Avigilon's patented solutions quickly and efficiently. The U.S. Facility is fully operational and able to produce Avigilon's entire product line; all of Avigilon's U.S. orders are now being fulfilled and shipped from the U.S. Facility.

When the Canadian's acknowledge the USA is the rightful owners of a long disputed territory I will consider accepting Avigilon’s “Made in America” claim.

Why would Canada acknowledge something that they've actually occupied since 1812 having a lighthouse on the non populated island, both Country's Canada and the USA avoided to have the International Court of Justice (ICJ) rule on the sovereignty of Machias Seal Island and North Rock by agreeing to have a common starting point for the offshore boundary southwest of the island at 44°11′12″N 67°16′46″W. The October 12, 1984, ICJ ruling, Delimitation of the Maritime Boundary in the Gulf of Maine Area (Canada/United States of America), has since highlighted a gap in the maritime boundary for several dozen kilometres between the current end of the Canada–US border and the 1984 Gulf of Maine boundary starting point. Machias Seal Island and North Rock lie in the middle of this "grey zone"—a term coined by fishermen from both countries, referring to unclear jurisdictional boundaries in the area. The term made in North America also includes Canada. Having a plant in Texas now allows them to also say Made in the USA which is advantages to some US Companies. Both Country's are close friends, even during the Vietnam war, more Canadians actually joined the US Army and went to Vietnam than Americans moving to Canada to avoid the draft.



Canadians exploit the U.S.A. for financial gain and it ends there... if Avigilon was really committed they would give up their Molson muscle and move their HQ to Texas.

A 2016 poll from the Angus Reid Institute found Canadians offering mostly grim opinions on America. Only 15% of Canadians said they believed the United States was a "caring society" while only 17% said the United States was "a country I'd be proud to live in." http://www.thecanadaguide.com/culture/anti-americanism/


... if Avigilon was really committed they would give up their Molson muscle and move their HQ to Texas...

Why would they do that?

Isn't it preferable to have an executive team that has citizenship in the country in which they work?  

"Made in America, by Americans, who are managed by Canadians." I'm not sure where you'd put that on the product label but it could work.

But we got Burger King and moved them to Ontario :)

Canadians exploit the U.S.A. for financial gain and it ends there...

Unlike the Chinese, who deep down really care...

I guess you can put Canadian brands in the same bucket as Chinese from that perspective.

Our neighbors to the north are the best friends we have right now as they basically are the only guys that have the nerve to say "they're not SO bad once you get to know them" about us.

Complaining that our allied countries are only take advantage of us financially sounds eerily like a certain angry orange in chief.

 Its a great marketing move and will help sway the decision of buyers that are on the fence about the higher price that comes with these types of products.

Made In America - so are BMWs, Hondas, Volkswagons, Nissans, Suburus, Toyotas, etc.

imo, the primary motivation for products listed as being MIA has more to do with creating US jobs than it does with the products country of origin.

The fact that Avigilon employs a couple hundred Texan factory workers is not going to change anyone's opinion (except in specific use cases) about which surveillance camera to buy.


*NOTE - I did not vote good nor bad - because I don't think it's necessarily either.  A better choice would've been Effective/Not Effective, imo

Where are the profits being sent?  Either you are dead or alive, you can't be both.  Don't pretend to be something you are not!

You think Avigilion made a factory in the USA to simply create USA Jobs? I dont think so. 

No, I don't think that either - I think one of the large reasons that Avigilon chose to open a manufacturing facility in the US - their largest market hands down - is so they could say they are MIA.

My point (that you missed) is that any validity that MIA may or may not have had in the past is primarily based on the inference that US jobs are created by such things - regardless of whether this assumption is true or not.

i.e. Avigilon is promoting something that nobody cares about in the 21st century

Made In America.  So What?

I do agree that they opened it for a marketing stance.

I disagree that it wont be viable. The type of end user that uses Avigilion will indeed care I think. "Project" type customers is what Im talking about. Take a government type of customer, I think this will carry alot of weight.

For small business and homeowners, I agree, most wont care.


...extra points awarded for Ray Zalinsky's Canadian accent.  :)

I think under President Trump Made in the USA is important from that perspective, also shipping to the South American Market will be easier and cheaper from Texas than from Canada.

Made in America still stands for something today.  You can almost always guarantee that if it's made in the USA, it's going to be a quality product.  Look at Homelite or any other product made in China.  Unless there's USA oversight on the quality of the manufacturing as Apple has done, it's crap!  

What I mean is that if it's only under China standards, the quality should always be questionable in terms of quality and security with regards to anything software related.  

It opens up a large under serviced market in transportation, military and others that demand TAA and BAA compliance.  

It makes talking to the engineers and contracting agents that much easier.  Pelco did this and now it will be Avigilon.  These projects are not as budget concious. 

How could this be a bad thing, honestly? 

Not a bad thing, but inappropiate when part of your portfolio is not "MIA". Could play against them.

IMHO is not the best marketing campaign. Also this american pride could be not "the best option" in non-american market. 

The "Made in America" Standard is not an easy one to comply with...and I would say it impossible for electronics manufacturers.

They Rightly have an * and fine print at the end of their video...but a more rigid reading of the Standard says that making a "Made in America" claim anywhere without the "global sourcing" clarification is not allowed.


When I think of American made cameras, Pelco and Arecont come to mind and I wanna hug my South Korean cameras.

I sport a tattoo that says "Made In America", and I still can't get a date! Women don't seem to care.

I sport a tattoo that says "Made In America", and I still can't get a date!

Women can be picky these days, but since I see you are IPVM certified you have the right to wear something that is sure to work:

We just had two edge recorders that failed out of the box.  While waiting on the RMA, we noticed the back of it said made in China.  We inquired and were told the software was USA/Canada.  "Funny"

The Rialto's they inherited were made in Taiwan and have been plagued with hard drive issues.  We have had no issues with any of our other Avigilon edge recorders.  I'm hoping this is a fluke and doesn't change.  I've got employees on the phone every day dealing with device issues.

I think you all would agree that's it's hard to charge our clients for time every time they have a hardware device issue, we charge for our time.  A lot of times we can resolve remotely, but between waiting on the phone for an hour for tech support and another hour or so to resolve or wait for an RMA is killing us right now.  

How are you all billing and justifying your time to the customer for any of your said hardware that is not stable or requires more tech support to keep running smoothly?

Avigilon is now running a Facebook ad campaign with this message:

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