When discussing MI since the pandemic, certain subjects inevitably take center stage: voluntary or mandated store-closings or enforced capacity limits; supply-chain interruptions; mask mandates and enhanced safety and cleanliness protocols; curbside pickup and outside sales; remote lessons – the list of related topics is nearly endless, highly nuanced, and varies greatly depending on geographic location.
One bright spot amidst all of this has been, and continues to be, the fact that certain segments of the market are absolutely booming – and none more so than fretted instruments. Guitars and ukuleles have been flying off the shelves, with demand often exceeding supply.
MMR has already touched base with suppliers and dealers of electric and steel-string acoustic guitars, but this month we shift the focus to classical guitars. Are these nylon 6-stringers also selling at a record pace? We reached out to four vendors to get their take on the state of this market.
Much has been made of the spike in sales that the guitar market experienced during the pandemic, but how about for classical guitars, specifically?
Dave Pelletier: While we have a reverence for classical guitars in the traditional context, Taylor Guitars doesn’t currently build a traditional classical guitar. We make nylon-string guitars with slimmer necks and a radiused fretboard to create a comfortable feel that provides a smooth crossover playing experience for steel-string players. If you broaden the definition to include modern-constructed nylon-string guitars, we’ve certainly seen an increase in velocity, especially as the nylon sound has been increasingly integrated into so many different contemporary music genres.
2020 was a complex year. We saw consumer demand like we’d never seen before, while also experiencing disruptions from temporarily closing both our factories. In addition, new manufacturing disciplines required social distancing as we ramped up production beyond pre-COVID rates. All that to say we haven’t had the chance to find the top of the market yet. Demand remains very strong in 2021, and our nylon-string models are in lock-step with the growth we’re seeing across all our models.
Tom Watters: Takamine has a long history of classical guitar production (since 1962). As it has always been a large part of our DNA, we saw a very similar up-tick in our classical/nylon string business to our steel string business.
Skip Beltz: Classical guitars have seen a modest increase. The main growth in acoustic guitars has been in steel string guitars with electronics. Fortunately, most categories experienced positive movement and there is little inventory out there based on feedback we have been getting from our dealers. More people have picked up the guitar for the first time during this pandemic to learn and others that picked it up again could have gravitated to classical guitars for comfort. They are easier on the fingers for beginners.
Yoh Watanabe: The pandemic sales spike significantly lifted sales in all of Yamaha’s guitar categories, which makes it difficult to say that classical guitars specifically benefitted from the sudden interest in guitars. Every category sold very well.
For your brand, what’s currently the best-selling model (or models) of classical guitar?
TW: We make two levels of instruments – the Japan Premier models and the G-Series guitars. These are made in Japan and China, respectively. Within the Japan Premier models are our Hirade models, which are the highest level. From the Hirade Series, the best-selling model is the TH5C. From Japan Premier, it would be the legendary TC132SC. From the G Series, it would be the entry-level GC1.
YW: The Yamaha C40II is our best-selling classical guitar model. For an entry-level guitar, it’s a fine instrument. It is very popular with schools and is highly recommended by guitar teachers, which contributes to its sales success.
SB: Our customers look for flat top, steel string acoustic and acoustic electric guitars from us. We can make them and have made many different models over the years. In fact, Willie Nelson’s famous main guitar, named “Trigger” is a classical guitar. We currently produce only one nylon-string model in our product lineup (000C12-16E) and do very well with it, considering we are known more for steel stringed instruments.
DP: We make nylon-string guitars that range in price from U.S. $599 for an Academy series model, to U.S. $10,000 for a one-off, custom model that a customer recently ordered. That said, our Academy 12-N and 12e-N are our most popular models. They are the first Taylor nylon-string models to be fully, purposefully designed by our master guitar designer, Andy Powers. When you look at their design and features, their value is obvious to consumers.
While, in essence, the fundamental design of classical guitars goes back centuries, have there been any recent trends or developments with respect to design or manufacture?
YW: In 2019, we introduced a classical guitar with TransAcoustic technology, which allows guitarists to add reverb and chorus to the sound of the guitar without adding any type of attachment. Literally, you will hear reverb and chorus without an amp or a PA. The guitar itself is a traditional Yamaha classical, but the TransAcoustic technology adds a whole new layer of innovation to classical guitars with the touch of a button.
SB: I haven’t seen anything that is groundbreaking in the world of classical bracing or structural design. Guitar makers are always tinkering with inventive ways to improve sound and maybe something is “right around the corner.”
DP: Today’s manufacturing capabilities mean customers can get more guitar for their money than ever before. For Taylor Guitars, the objectives of playability, comfort, tone, and longevity are the same with all our models, whether nylon- or steel-string. All our nylon-string models feature solid tops, genuine ebony fingerboards and bridges, a gig bag or case, and the patented Taylor Neck, which, after over 20 years, remains an invaluable innovation in achieving those objectives. The neck allows more wood-to-wood contact using no glue, and the neck angle, adjustable in micro-increments, is easily restored to factory spec or to a user-preferred spec. Our Academy Series models also have a beveled armrest. The Taylor Neck and a beveled armrest aren’t remotely traditional features, and at U.S. $599, it represents tremendous value for a player.
TW: Takamine has had great success making “hybrid” nylon string guitars, which have more slender neck profiles and slimmer body shapes. Most recently we introduced a “thinline” nylon string model (TSP148NC) that has been met with tremendous success.
Any notable trends in the buying habits of end-users?
TW: Takamine has been very gratified by the success of their higher end models. Even though our instruments have always offered a great comparative value, we’ve been noting that end-users are willing to pay a premium for great quality and superior tone.
DP: The events of the past 17 months set the world on a new guitar-buying trajectory. People looked to music to find comfort and to guitars to make music. It’s a type of renaissance we never expected. With it came an outflowing of creativity and expression, even if only at a very personal level. Our musical instruments – from across our entire industry – played a part in this. And naturally people found the charm of nylon-string guitars irresistible.
SB: More and more people have become comfortable with buying online. I wasn’t sure how long it would take, or if someone ever would buy a very expensive guitar online and that has changed. People are comfortable with buying online from trusted retailers and the experience has improved greatly over the recent years. This trend is only going to continue to get stronger.
YW: At Yamaha, we’re finding that classical guitars remain popular. Given how much tastes change in popular music, it is interesting to see that there is a segment of players who are consistently devoted to the art form.
What “best practices” have you observed particularly successful dealers of classical guitars to be relying upon?
DP: Brands and dealers who find ways to excite, inspire and cultivate customers are the ones who are successful. I look at these as the ultimate best practices in our aspiration-fueled industry. Playing guitar is fun. It makes our lives better in a number of ways. Show me how this can happen and you’ve got me. A recent example is a video one of our dealers (Music Villa in Bozeman, Montana) posted on YouTube about our Academy 12e-N nylon-string model. It turned up in my recommended videos. It’s simple, authentic and makes me want to play that guitar.
SB: It is important to have someone who is classically trained available for sales and lessons. There are some significant differences in classical guitar construction that are important in the buying decision. An experienced representative can greatly improve that. The same is important for lessons. The technique and approach to classical guitar playing is different. It is important to learn from someone with the passion for the art of it. Supporting the genre of classical guitar playing shows a willingness to provide for guitar players in all aspects and helps to build a stronger reputation.
YW: We recently opened a classical guitar dealer on the west coast that specializes in classical guitars. There is something to be said about being hyper-focused and being a knowledgeable, trusted resource for customers. I am not suggesting that every dealer should do this, but where it makes sense, there appears to be an opportunity.
TW: Passion for the product is key to evangelizing any product, along with stocking a good selection. If you’re a longstanding, great Takamine dealer, then you already are aware of our commitment to this segment and also our market success.
Predictions for this market segment in the coming months?
YW: With schools opening back up, I believe that we will see demand for student model classical guitars increase significantly.
SB: I predict that we will continue to see modest growth in this area with new players being interested in classical guitars. They are fun, easy to play, and sound good. It is never too late to learn to play guitar!
TW: Takamine has always done well in the classical guitar market, but as nylon string guitars gain traction in the country, jazz, and pop markets, we anticipate continued growth. We are excited for the “hybrid” guitars and the creative luthiery in our greater industry.
DP: There are more people playing guitar, and more people devoting themselves to being better guitar players than I’ve ever seen in my MI career. That’s the great news. But we’re still not meeting demand. Once the dust settles and demand and production capacity intersect, the sky’s the limit.
