Hi everyone,
I'm not sure if anyone has hit on this part of the discussion, but I feel that I may have something to contribute on the matter. I work at a guitar store so I have been able to talk with the Guild/Gretsch rep on this matter.
First I"ll make my own personal observations. Fender's Acousitc guitars Stink! They always have. They are not well made, sound crummy, and don't play well either. Guild does have a heritage of fine archtop guitars, and some awesome electrics as well, but in the end Fender doesn't want to rely on the reputation for Archtops (for example) when the market doesn't justify doing so. Except for a small population who play archtops on a regular basis, the main market doesn't care.
As I"m sure we all know it takes a LOT of work to build an archtop guitar and I don't think fender saw it as a worthy investment when many archtop players will play an actual Bennedetto, or a Manzer, or a Triggs, or even a Heritage! (Which are fantastic by the way!)
However, since the 60s Guild has maintained a strong following for flattop guitars. I really feel that Fender bought Guild so that they could have a strong brand name for an acoustic line. They have really expanded the acoustic line, and the guitars they are making are pretty darn good. (We sell them at the store I work at)
So if you look at it from the practical standpoint of strictly business, fender has "Fender" as it's electric line for all occasions, they have the agreement with Gretsch so they have the hollow body electric line (With a name that is more recognizable for a hollow body electric to the main stream culture), they have Jackson and Charvel for the shredders, and they have Guild for their Acoustic line. Definitly going to hit all the niche markets there.
NOW here is the weird thing. The Guild rep did tell me that they are thinking about reintroducing the electric line. However I really hope they don't because he told me they would be made in Japan. Imagine a brand new Guild X-500, that looks just like the old one, maybe it plays all right, sounds pretty decent, etc....but it's made in Japan....and it costs $3000 just like a gretsch!!! What a shame!!!!
Two other thoughts if I may. When I try to show people guitars (whether it be new acoustics or new electrics) MOST of the people have never heard of Guild, or they've heard of Guild but they've always thought that guild was a "Budget" brand etc etc. It's hard to convince people and educate them when they've been brainwashed by the marketing machine of Fender, Gibson, Martin, Taylor, etc etc.
Okay final thought! The Guild/Gretsch rep was in our store and I made a great joke at the company's expense. We were talking about the two Gretsch guitars that are made in america in the fender custom shop. One of the fellas at the store asked him why they list for $12,000 and I jumped in right away and asked him if that's because they custom shop guys suck at making hollowbodies and so it takes them forever?
all that I will say is that he got really quiet because I think he was afraid to answer....nuff said!