If Guild wants to sell new high end guitars to serious players and collectors alike, they should go for it. If Guild wants to sell good playing imports at the mall to folks who like to play for their friends, they should go for it. However, doing both at the same time with the same name on the headstock will confuse the market for years to come.
In spite of the talented David Rawlings, most Epiphones from the 30s, 40s and 50s are undervalued. The Kalamazoo-built models were produced for a dozen years from '57-'69 and many were identical to Gibbons or shared parts. They still fetch sub-Gibby prices. In large part this is because the Epi brand became synonymous with imported junk after 1970.
It took some time for GM to recover from trying to reach downmarket with the Cadillac Cimarron. A Chevy Cavalier with leather buckets and power windows might be functional transportation that salves a poor man's ego, but it hurt the brand. In the long run, a cash-strapped Caddy lover is happier owning a used one until they can afford a new one.
After producing great guitars for almost 60 years, the folks at Guild should know this kind of stuff.
Emilio said:
I just find it quite sad.
Me too.
Since you are from Sweden, I'm curious about your perspective on something related to the discussion.
The original Levin guitars were built until 1978. Although the brand is not well known, they are very well regarded by players. Like Guilds, the instruments were factory built and criminally undervalued for years. Now that the original examples are sought after, the market is being flooded with imports bearing the Levin name with little to tie them to the past.
Hagstrom sourced parts from other companies and some models were made in Italy, but the brand was always firmly associated with Sweden. Like Burns and other quality European marques, the guitars have continued to have a cult following since the end of production in 1981. Like Burns, the Hagstrom name has been revived for an import line.
Here we are in 2011 with two highly regarded Swedish manufacturers that seem on the surface to have returned, but have no connection beyond the superficial to the instruments that built the brand. In my opinion, somebody bought a trademark and is steadily diminishing the reputation of a half century of craftsmanship for some quick cash.
As someone who can be proud of those domestic makers for their consistent craftsmanship, how do you feel about the "new" Levin and Hagstrom?