Godox has been disrupting the lighting industry for several years now with their budget-friendly options for studio strobes and on location lighting. The Godox system is growing even larger with the addition of their newest on-location light, but does this new light make sense to those budget-conscious photographers that have adopted the system?
The Godox AD400 Pro Wistro, a 400 watt second strobe, is the new portable strobe on the block and many Godox users have been patiently waiting for the expected price point of the light to be released. With the news that was just made public, it looks like the Godox AD400 Pro will be priced at $649. In response, there has already been a steady group of detractors that seemed initially very excited for the light to become available. The question that deserves to be answered is is this price point really that high for those looking into pro-level lighting from Godox? Secondly, does this price make sense in relation to their line up?
Godox, and their rebranded lights like the Flashpoint series sold through Adorama, have really outpaced the industry namesakes the past three years. They have been the low-cost, high-value lighting brand and have garnered a reputation of lighting that is super powerful for the price with the same features of some high-end brands that are priced 300-400 percent higher. This has opened up high output lighting to many more people and lowered the barrier of entry into the most important part of photography: the quality and quantity of light available.
In January of this year, Godox made their foray into a pro-level strobe with color accurate light consistency within +-75 kelvin and a better recessed bulb design. The light took on a more rugged feel and the aforementioned light became the Godox AD600 Pro Wistro. The strobe added about 50 percent more to its predecessors price at $899 but gave the photographer a very high quality strobe for about two-fifths the price of a similar light like a Profoto B1x for $2,095. The cost and value of this strobe are still completely in line with that high value, very reasonable cost lighting that Godox began with.
I try to think of lighting with an emphasis on the cost per watt second and not just by brand name, features, and ruggedness. The Godox brand in their TTL strobe line-up have consistently stayed between $1.25 to $1.50 per watt second from their consumer- and prosumer-level strobes like the AD200 TTL, AD360 Wistro TTL, and AD600B Wistro TTL, to their professional grade lighting in the AD600 Pro. The “premium" the AD400 Pro is asking for is only about $0.12 per watt second more expensive than the AD600 Pro for a more compact yet just-as-rugged light. If you were to mount two AD200s together with the AD-B2 Bowens Mount, you would be paying just slightly more than the cost of the AD400 Pro with less color accuracy.
Within many industries, the premium for lighter and more compact attributes can be extremely high, and the Godox pro level series of strobes is incredibly reasonable, and is simply not charging what the photographic industry has commonly become accustomed to. It’s a robust system that works with the most common modifier mounts available for an absolutely reasonable cost, all while offering features that enable faster and more accurate creation. I would surmise that the AD400 Pro will become a hit as it works into the kits of hobbyists and professionals alike that are looking to save some cost and weight while affording the benefits of a strobe that is equal to some of the best lighting companies in the world.
Are you using Godox lighting in your kit? What do you think of the new AD400 Pro?