laxu
Rock Star
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Yamaha has never known how to market. They haven't had any real big name guitarist endorsers since Carlos Santana and Allan Holdsworth. By comparison their basses have more big name endorsers.Yamaha deserves a bit of decent publicity. They have been putting out quality affordable models for years. The USA pacificas used to have Warmoth built necks and high end hardware.
I remember back in the early 2000s if you read something like Guitar World or Guitarist, you'd have a one page ad for Yamaha guitars that was mostly just black with maybe a classy picture of a guitar in the center and a few lines of text. Kind of like advertising for a fine wine or watch or something.
Then on the next page you had a Line6 Spider ad that was so offensive to the senses that you could not ignore it.
On top of that they somehow seem really bad at getting their higher end guitars into stores. I only know Yamahas well because in Helsinki we had a store in a central location that stocked most of their gear so over the years I got to try a lot of it. It's the store where I bought my Yamaha DG80 combo back in the day. That store branch has unfortunately closed now so you can't just pop in.
When I was in Japan on one of my trips, I even went to Yamaha's own store and that had a good selection of their acoustic guitars, pianos, synths, brass instruments etc, but the electric guitars were just lower end Pacificas. In other stores I think I have seen a couple of Pacifica 611s after wading through the jungle of Fenders and Gibsons.