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They were featured in the German Car Online slot car magazine as well.
They are trying to get the best out of both worlds: the smoothness and quiet running of a wood track plus the variability of plastic track.

they also want to address power problems.

The German article goes into great detail about how they manufacture. The wood  is colored MDF it is grey all the way through: no paint rubbing off!
The clots can be lined with colored plastic inserts so you can keep track of lanes: again no chance of the color wearing off or tape coming up.

The mentioned in the article also that the metal rails are magnetic but weaker than Carrera standard track.

There is an adapter for Carrera track and so theoretically you can simply insert Carrera digital track into the mix but they are thinking of making their own digital pieces (for Carrera I presume)

At Gaydon I spoke at length with them and they said the oil barrels you usually see their track setting on is also part of their offering.

Yes it is expensive but they are aiming more at an audience that would be willing to spend money on a wooden track and not the usual home user.

Personally I hope clubs can get into using it. The club I frequent had a new wood track put in and they are not 100% happy with it. If we had gone Harrel we could change the layout.

The other track we have is also over 10 years old and I think people are getting bored with it. The amount of maintenance and your options for repairing are also an important factor.

Curious to see the new article!