Legacy Guitar Brand Retools for the Future
Ovation suspends U.S. operations in an effort to modernize manufacturing
(Drum Workshop Inc., owner of the 50 plus year, storied brand, recently announced plans to update most of its current models. Much of the comprehensive strategy is said to focus on a review of existing models and price points with the long term goal of laying groundwork for a future that offers diehard Ovation fans a value proposition consistent with past models, while delivering stand-out instruments to a new generation of guitar enthusiasts.
“Ovation has always been predicated on innovation, advancement, sound quality, ease of use and playability. Although the market segment has changed quite a bit since Ovation launched in the 70’s, that still holds true today. It’s parallel to the DW Drums philosophy and we need to make sure we are abiding by the legacy that Charlie Kaman created over 50 years ago.”, said newly-appointed Ovation Brand Coordinator, William Robinson.
The brand will launch a revised website and pricing in August and has plans to step-up specifications and features on import and U.S. made product in the coming year. Meanwhile, Ovation’s New Hartford, CT facility will cease operations to clear the way for the brand’s new direction. Existing U.S. inventory will continue to be sold during the transition process.
Drum Workshop President and C.E.O., Chris Lombardi added, “We really want these guitars to be embraced by a new audience, while in keeping with what Ovation means to so many people around the world. We hear from guitarists that tell us Ovation was their first guitar and they still play it today. That means it made a substantial impact on the industry and we want to keep that feeling alive. It’s what makes Ovation so special.”