dealings with Yamaha product better and more informed for the customer.” To commemorate its 60th anniversary in the U.S. market, Yamaha unveiled two special-edition instruments during The NAMM Show this past January, including the 60th Anniversary FG9, handcrafted in Hamamatsu, Japan, and a limited-edition 60th Anniversary Revstar electric guitar. Despite its advancements, Yamaha’s identity remains rooted in serving musi- cians, especially beginners taking their first steps on the instrument. Winston noted that the company’s decades-long connection with entry-level players con- tinues to shape its design philosophy and long-term vision. “We always think that everybody that’s picking up a guitar for the first or second time is exactly the same person that we were at that age doing it, so we always try to keep that intention and purpose pure and with that player at heart, so there’s a lot of those interpersonal Yamaha sto- ries that weave in and out of our guitar division,” Winston said. “That’s also our guidepost of making sure those entry-level guitars are flawless in their construction and super easy to play, and then as we push forward, making sure that we’re using the best of technology, we’re using the most innovative systems and resources in wood treatments and ways of being ecologically sound and good stewards of the ecology is how Yamaha is moving forward with what we do.” NEVER LOOKING BACK As Yamaha looks toward the future, the company remains focused on refining and simplifying its product lineup, making it easier for musicians and retailers to navigate its diverse catalog. The company is work- ing to create a clearer roadmap through its guitars, ensuring model names and series designations have information about an instrument’s construction and place within its portfolio. “If you see acoustic guitars with a 1, 3, 5 or 9 in the model number, it dictates where things are going, and also helps in- form the customer and the salesperson how that guitar is actually made,” Winston said. “We’re trying to streamline certain things, making it easier on the customer journey into choosing a product, and then certainly make it easier for the retail salesperson to look at how that guitar is built and then where it fits into our lineup.” Beyond product development, Yamaha
views strong retail partnerships as a criti- cal component of its long-term success. At a time when many legacy brands are celebrating milestone anniversaries and reflecting on their histories, Winston em- phasized the importance of investing in dealer relationships and supporting the MI retail community. “We’re always looking to make the industry stronger, make those dealer re- lationships stronger,” he said. “Yamaha treats its retail partners with exceptional care and concern, and hopefully, as we
move forward into the future, that gets even better.” Winston teased that Yamaha has several “special things” planned for later this fall without any reissues. “We don’t look backward, we know our history, we know where we’ve been, and we know where we’re going, so every- thing is very forward-looking,” Winston said. “We’re always looking to make that product better than it’s been previously. The 60th anniversary is our guidepost of where Yamaha is going.” MI
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