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When they did get to customers, many of the initial reviews were lukewarm at best, with tales of terrible QC issues. I think at one point production was suspended to iron out the problems.
It's a small guitar with a 24" scale. Price wise the cheaper models are going up against Taylor's GS Mini range.
The reason is simple enough. They were perfectly decent little guitars (well the one I played was, I rather liked it) but they are just that - little. Laminated back and sides, short scale, small body like a Baby Taylor - but they were pitched in the $2000 range. A Baby Taylor is $800. A Mini Martin is $1000, a Mini Taylor $1200. Taylor 1 and 2 series guitars (still laminated but full-size instruments), $1600. A Mini Maton - small but all solid timbers and a step up in quality from any of those mentioned so far - is $1500. For the same size, a Sheeran was way too much money. You can't make a $1000 guitar and expect to sell it for $2000.
(OK Lowden sell $5000 guitars for $10,000 happily enough, but that's different. Buyers in that territory don't really care too much what the price is and will pay the asking price for whatever they take a fancy to. The high end market doesn't work like the mainstream market.)
Looking at the other side of the coin, for the same money the Sheerans were not nearly enough guitar. You could buy a full-size Taylor or Maton or Cole Clark or a made-in-Japan Takamine, no compromises, all solid woods, and superior instruments in every way for the same price. (There are always the cheapo things out of China too, but ever maker has to compete with those.)
Like all industries (OK, most), the guitar industry is competitive. You have to make a product that can match it with the things your competitors are making. The Sheerans didn't measure up.
PS: the music industry is competitive too: Ed Sheeran himself very obviously does measure up. He outsells just about everyone and has done for years. Has to be doing something right.
I just asked where your figures were from, and you seem to have answered based on what you've seen in shops, i.e. supposition.
I'd at least do a P&E and have a link to an article on a Russian military site or something...
But supposition - not in the least. The Interwebby thing makes it trivially easy to see who has what in stock and I used to visit all the significant retailers regularly, just to see if anything interesting had popped up. (Sad but true.) So I had an excellent idea of who had what. (But only in the areas of interest to me, that is - good quality acoustics.)
These days, I do less of that. I am limited to a reasonable fairly unreasonable number of guitars in this small house and (mostly) not buying factory-made ones anymore. So I've (mostly) stopped haunting the retailer websites.
This is a pretty good review of the show they went to:
https://amp.theguardian.com/music/2023/feb/20/fireworks-a-proposal-and-earnest-ballads-the-night-i-became-an-ed-sheeran-convert
My YouTube Channel
Just been listening to him on YouTube and actually some decent stuff
My YouTube Channel
odd with an acoustic guitar and no band deserves every accolade that can be thrown at him.
I do know that in his early days as an aspiring songwriter, he learnt from a kind and generous mentor, of the wisdom of needing to put the grind in to learn third party complex songs on the acoustic in obsessive detail. That’s before he could acquire the skill to pen his own work. Because it maybe silly to create pieces in the dark without any references.
Guitarists: “Genius! Plays for the song. Not as easy as it looks! If it’s so easy, how come no-one else plays the songs quite right?!”
Sheeran - plays rhythm, finger picks, loops, sings, harmonises with himself.
Guitarists: “He just strums a few chords! He’s a busker who got lucky!”