back an old friend. “Tokai’s original reputation was grown in America from our artists going out on tour — being in the E.U. and especially being in Japan in their famous guitar shops like Ishi- bashi in Tokyo — and playing these guitars and bringing them back home,” Desilet said. “Tokai has really been this 70-year story of word-of-mouth that just keeps working. It feels like you’re bringing an old friend into a bar.” A LEGACY REAWAKENED Within just a few months of reentering the market, several models have exceeded ex- pectations according to Desilet, with Tokai’s bass offerings quickly becoming one of its strongest performers. “The Tokai Hard Puncher has been our No. 1 seller, and that’s like your P-style bass: Anyone who’s ever worked with one knows that they’re just rock solid,” Desilet said. “It would be crazy not to think that over time the Goldstar will probably become our No.1. The shape just won’t leave guitar players’ minds, and it’s so comfortable and easy to play. It also helps that we have that in an HSS, so we have the humbucker version, and then a triple S, so if you want to go a little more vintage, you can go with your three single coils.” For retailers, Tokai is a brand that attracts customers to the store, according to Desilet. The relaunch not only reconnects those longtime fans with a trusted name, but also introduces a new generation of players to a brand with one of the strongest word-of-mouth legacies in the guitar industry. “It’s something that’s often seen online, and rarely something you can test drive, because you’re only looking at vintage,” Desilet said. “So being able to say you have new Tokai in the store will help with foot traffic. I always make the joke that you don’t walk into the Chevy dealership and get convinced to buy a Ferrari, right? We’re not going to claim that you’re going to all of a sudden change your budget in a really meaningful way, but if you walk in with a certain range, it’s really hard not to choose a Tokai.” While the guitars themselves carry decades of heritage, ACG understands that long-term success in the MI market depends on making the business side of the relationship as seam- less as possible for dealers. “We’re very dealer-friendly,” Desilet said. “We work with a ton of independent retailers, and we understand the pains around minimums and RMAs and buybacks, and we just want to make it easy for people. We try to make it really easy for dealers we know and are aware of how difficult it can be to order from brands
— whether it’s freight costs or difficulty with service and warranty, communication, timely shipping, all that stuff. We really try to make all that easy.” As Tokai establishes its footing in the American market, it looks to preserve the construction and design that built the brand’s roots, while also exploring updates that reflect the preferences of modern players. Among the developments currently under consideration are expanded finish options, contemporary colorways, alternative neck treatments and new pickup configurations across select models. “We have all of the really classic colors,”
Desilet continued. “We’re starting to look into some of the new and modern color techniques that you see. Right now we’re looking at things like satin or worn finishes on necks for some players that have very different preferences. We’re definitely looking at some new pickup options on the Breezysound, so, as opposed to just a two single-coil traditional, those are actually imminent. “The little Easter egg I’ll give is that we’re looking at other styles of guitar that Tokai is really known for and how to bring those into the U.S. in a way that’s fair and legal, and everyone will be happy.” MI
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