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Rosewood Program Repositions Yamaha Guitars

Yamaha Guitars is repositioning its APX and CPX performance acoustic-electric guitars to get them in the hands of more players. The company has also repositioned the L-series handcrafted acoustic models.

In addition to reducing the minimum advertised price (MAP) on several models, Yamaha has also signed up more than 50 independent dealerships across the country for its new Yamaha Acoustic Showroom initiative, called the Rosewood Program.

These Rosewood Program dealers will showcase more than 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.

“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 for 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.”

Also, several high-end acoustic-electric L-series models now come with the A.R.T. (Acoustic Resonance Transducer) pickup system, which accurately reproduces the guitar’s sound and controls feedback.

“We want players to pick up Yamaha Guitars and experience the tone, feel and innovation that makes these instruments special,” Webster said. “Once players strum a chord or pick a few notes, we know that they will be hooked.”