I develop a two-period game-theoretic model to analyze the inter-temporal strategic interactions in a firm's pricing strategy for the old and new models with a product concept demonstration. My analysis provides new insights into the interplay of product positioning and a product concept demonstration that induces varying degrees of purchase delay while shaping the firm's dynamic pricing strategy. As a result, I find that a product concept demonstration can lower the new model price even below what it would be without a demonstration; further, I find that the volume of delayed purchases induced by a product concept demonstration is the greatest at very low or very high levels of product substitutability, exhibiting a U-shaped pattern. My findings suggest that differentiating the new model either horizontally or vertically is a critical factor for profitable pre-launch product concept demonstration. However, the mechanisms that lead to concept demonstration profitability are quite different between the two types of differentiation. Allowing various scenarios of product line and pricing policies, I find that the simpler pricing policy can dominate more complex pricing strategies.