I don't know how to fix Weber's issues. I'm an academic not a marketing exec. Legacy companies, with very few exceptions, face an uphill battle as their products become so ubiquitous to the industry as a whole that they are almost considered generic. Like many legacy companies, they have been extremely slow to respond to market trends; front-to-back burners, pellet grills, kamado style grills, portables, grill tech. In some cases their tardy response was done with exceptional incompetence (Smokefire).