The thoroughbred from Turkmenistan: The Akhal Teke
It was not until adulthood that I got acquainted with the Akhal Teke.
The Akhal Teke, with its sometimes golden exterior, i.e. the reflection of its brushed coat in the sun combined with its elegant, lean body, is magnificent. This exotic horse bread is the Mariah Carey under the horses with the curly hair and that whistle in the ‘90ties.
It is the most versatile horse compared to other horses hence why it is in a higher price range. And deservingly so because these warmbloods are suitable for regular dressage, endurance rides, races, and jumping. They make great horse shows, and they are good recreational horses. Recreational riders make up the biggest group among the riders.
Recreational riders also train their horses in dressage and jumping without participating in tournaments.
The concept of trail riding has become very popular in recent years. Riders ride in a group, are out and about for several days, get to know new landscapes and places, and are with the horses longer without interruption.
Prices for these warmbloods start from approximately $ 12 000.
The degree of distribution and the Akhal Teke’s price segment brings opportunities and challenges. On the one hand, it is possible to present the breed’s rarity as a unique feature since scarcity generally drives the price up. Rare products always have a luxury appeal; thus, the high-price segment is justifiable.
On the other hand, the breed is sometimes so rare that it can be challenging to match the right horse with potential buyers. Furthermore, especially in today’s economy, it is hard to push through the high prices when other noble horses are available at a cheaper rate.
The Akel Teke does suffer from quite an image problem. They are known to be stubborn and difficult to ride or trade, and nervous. These are attributes caused due to mistreatment by breeders in the past.
A simple branding campaign can solve this. One can differentiate image from the competition, which will improve overall awareness. Revaluing and renewing image identity might be worth it in the long run.