Yamaha Repositions Acoustic and Acoustic-Electric Guitars to Fulfill The Demands of the Guitar Market

5/9/2008 [Guitars & Basses]

Rosewood Program Adds Value for Dealers

BUENA PARK, Calif. — Yamaha Guitars announces that it has aggressively repositioned its APX and CPX performance acoustic-electric guitars to get them into the hands of more players.

The Rosewood Program
The company has also repositioned the L-Series Handcrafted acoustic models to be the best guitar the industry offers at a very competitive price point. Several high-end acoustic-electric L-Series models now come with the critically-acclaimed A. R. T. (Acoustic Resonance Transducer) pickup system, which accurately reproduces the guitar's sound and controls feedback.

"It's important to strengthen our competitive advantage at a time when the prices of many other products are rising," said Dennis Webster, marketing manager, Yamaha Guitars. "Our goal is to be the top-selling imported acoustic and acoustic-electric guitar in the United States. This repositioning will help us increase market share."

In addition to reducing the MAP on several models, Yamaha has also signed up over 50 independent dealerships across the country for its new Yamaha Acoustic Showroom initiative, known as the Rosewood Program.

These special Rosewood Program dealers showcase over 26 different guitars, which represent Yamaha's acoustic and acoustic-electric lineup. The top-selling Rosewood dealers will be invited to visit Japan and China to tour the Yamaha guitar factories and get a first-hand look at the production of all models from the FG700S to the top of the line LL36.

With the repositioning and increased distribution of Yamaha guitars, more people will have the opportunity to experience the handcrafted excellence of Yamaha.

"We want players to pick up Yamaha Guitars and experience the tone, feel and innovation that makes these instruments special," said Webster. "We stick to the tried-and-true tradition of quality, but we've also taken the lead in innovation, especially in the area of amplifying acoustic guitars. Once players strum a chord or pick a few notes, we know that they will be hooked."

For more information, write Yamaha Guitars, Yamaha Corporation of America, Pro Audio & Combo Division, P.O. Box 6600, Buena Park, CA 90622; telephone (714) 522-9011; or email infostation@yamaha.com.

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