Why does Rickenbacker make it so difficult….

roadking · Post by **roadking** » Sat Apr 20, 2002 8:02 am

…to purchase one of their guitars? Here in Denver, at 3 Guitar Centers, 2 Pro Sound’s and 1 local shop: Rockley Music, there are a total of 4 Rickenbackers. Count how many Fenders and Gibsons hanging on the walls. Perspective buyers can touch, see, play and lust after a guitar right there in person.

I own 2 Ricks and feel fortunate that I was able to find what I wanted in my local area. I understand Rickenbacker is not even close to the size of a Gibson or Fender, but a few samples in the marketplace would be wonderful.

Perhaps Rickenbacker is happy with the size of their company, happy with the ever increasing back log of orders. But as a consumer, I find it very frustrating. Many a Rick can be had on-line, but I really like to see in person what I am buying. And what’s with the policy of making us jump through hoops to find out pricing? Call or e-mail for price – give me a break. I have a buddy that would buy a 330/6 FG today if he could try it in person. He doesn’t like purchasing on-line and doesn’t like ordering and waiting six months.

Rickenbacker reminds me of Apple computer – very small percentage of the market share, but a very, very loyal, almost obsessive customer base. I should know, I’m both a Mac and a Rick fan.

I would probably own a couple more Ricks if I could see them in person! I guess it might come down to this: once your hooked, your hooked and Rickenbacker knows it.

admin · Post by **admin** » Sat Apr 20, 2002 9:10 am

Bob: There are many who would share your view that Rickenbacker instruments are not as readily available as other models manufactured by larger companies. I also agree that there is nothing nicer than going into a music store and trying out an instrument first, especially when it is on the expensive side. Given the demand and the worldwide appeal of Rickenbackers I can not forsee any change in this situation in the near future. Perhaps we could establish a network of players across the country who could promote Rickenbackers by encouraging guitarists to get together at special venues and swap instruments in a jam environment. In the end, however, this type of arrangement sounds like a dealership to me. You are quite right, however, in suggesting that a lot more Rickenbackers would be purchased by letting prospective buyers play.

carr · Post by **carr** » Sat Apr 20, 2002 2:08 pm

"You are quite right, however, in suggesting that a lot more Rickenbackers would be purchased by letting prospective buyers play."
This is a classic * which comes first chicken or the egg*.

I am sure that if potential customers swamped the stores . Rics would be hanging off the ceilings , subject to Rickenbacker Corp's ability to supply.
The dealers stock the products they know they can sell. Very few fly in the face of public demand. Most guitar buyers look for a Gibson/strat type beast because they see so many around

Compare with cars ...Ford/GM/Toyota with Ferrari/Lamborghini....same kind of thing

PersonallyI'd rather Ric was on the "more exclusive side" rather than a mass market product.

Incidently , I am a Mac(intosh ) Head too

admin · Post by **admin** » Sat Apr 20, 2002 2:41 pm

I am with you John in that I would not like to see the market flooded with them. Having said that, a few more on the shelves certainly can't hurt. I don't know how far away you are from a RIC dealer in Oz, however, it would take me a full day's drive 12-16 hours before I cold get to a dealer. This leaves the internet. Just in passing I liked Beta and Apple products too. To borrow from the automobile industry, a test drive is important. Prospective consumers need mechanics that are familiar with repairs.

In the end, I was able to get three Rickenbackers because I have made it my mission. Still, I am all for a few more dealers and have attempted to persuade my local music store to consider taking the plunge. If John Hall is reading, I am still working on them!

roadking · Post by **roadking** » Sat Apr 20, 2002 3:33 pm

For years now Harley-Davidson sells their yearly projected units of bikes before they even start to make them. There are of course, very few bikes for test rides. Which model do I want, which fits me the best, what color do I want. The same questions can be asked when purchasing a guitar.

Harley takes a demo fleet of all their models to a dozen or so major events for free demo rides to anyone with a license. In that way you can see which model and color you want and order from the local dealer for later delivery. Over the years I have purchased 3 H-D's after seeing the bikes in person and test riding them. The demo fleet is auctioned off to a dealer at the end of the season.

Rickenbacker could show at the major consumer music events and music festivals with their "demo fleet". I am sure test drives would result in future orders, and Rickenbacker would then know the majority of the models and colors they would need to produce that year. You already know what your going to sell and have an idea of the profts that will be made before you even start up a sander. And with some sort of token down payment, you have instant cash flow. Of course, the company needs to have the $$ to implement such a plan and follow up with production.

I don't want Rickenbacker to be another Fender - a huge company churning out guitars. Just make it easier and convenient for the faithful to buy their guitars. I can't even get a catalog from Rickenbacker, even though I have requested one from their web site a couple of times.

admin · Post by **admin** » Sat Apr 20, 2002 4:11 pm

Good points Bob. Fill out the online catalogue once again. It took mine a while to arrive, but it was worth the wait. It is a nice catalogue.

stukay · Post by **stukay** » Sun Apr 21, 2002 12:55 pm

Just be grateful you don't live in New Zealand. No Ric distributor, let alone retailers. We picked up my son's 4001 second hand. He was after a second bass. He had planned to get an Epiphone Casady model ... wanted something a little different. The shop had the 4001 on the floor at the time ... he played it once and wouldn't let it go.

So far we haven't had to worry about parts etc. Needed to get the frets redressed, but that was no drama. There are some pretty fine luthiers in the neck of the woods. (I Know that these are Str@t body copies but check out this site http://www.guitar.net.nz) One thing NZ has is great craftsmen ... in the bad old days we were so isolated and import tarrifs so high you had to make everything yourself. As for musical instruments and accessories ... lets just say that the NZ do-it-yourself mentality saw to it that our musos had equipment as good as anywhere in the world. A lot of working musos over here still swear by some of the Jansen, Gunn and Holden valve amps that were produced in the 60's and 70's.

But the problem still remains that in a small market like NZ it is hard to find anything that is a little out of the ordinary.

basshawk · Post by **basshawk** » Mon Apr 22, 2002 8:05 pm

A lot of good points folks. It is pretty wild the way Rickenbacker has been able to keep themselves in a class like Harley Davidson or even somewhat like Rolex among other "elite" class companies. There have been quite a few companies that have lessened their quality as well as integrity just for the sake of "meeting demand". When I think of companies that have done this, F*%#$r and Tasco come to mind. Tasco telescopes have pretty much become a joke in the astronomical society. These companies know that there are those who just buy a name. You can buy a strat for $150.00 (Mexican)or you can spend $1000.00 and few would know the difference between the two. Look what Kustom did recently with the KBA series amps, affordable/accessable? No wonder our kids think $100 is nothing.I'm glad Rickenbacker doesn't follow suit.
I do agree that it would be nice to have a little more accessability to the "physical models" or the info to know what is available at any given time. I wish I had known what other models were available when I bought my 4003jg in '87. Not that I don't like my axe, but like most of you, when the music stores in your area only carry 1 or 2 ricks you jump at what's on hand.
I guess all-in-all if it were to come down to one way or the other, I'll vote to keep Rickenbacker right where it is today. (just a few minor changes such as the ones mentioned above) Could you imagine the "C" series guitars being followed by the "CA" (cheap ***) series ?
Don't think so...
Randy.

corey · Post by **corey** » Tue Apr 23, 2002 11:41 am

I'm not too upset about how rare Rickenbackers are in the music stores (and I really like it that I think I'm the only one in this city who owns a Rickenbacker). I just wish there was a way we could get different Ric parts on different guitars. I'm not talking about a "Custom" model or anything fancy like that, but it just seems a bit silly to me that my 360/12, a 12 saddle bridge and 650 series chrome knobs involved me placing three orders instead of just having all these RIC products installed on my guitar at the factory. I know what John Hall has said about the SKU numbers in the past, and I understand his point of view based on the size of the company, it's just a lot of extra legwork for the consumer to do.

aladams · Post by **aladams** » Tue Apr 23, 2002 11:57 am

Not only do dealers have to purchase a "quota" of RIC instruments, RIC also makes it very difficult for a dealer to meet the "hang-time" requirements when an instrument arrives at the store and date of sale of the instrument...in other words, if you don't sell the RIC guitar WITHIN 10 DAYS the dealer doesn't have the authority to send a defected instrument back to RIC. If the dealer sends it back before 10 DAYS, RIC will cover it. This is NOT A GOOD buying or selling factor for dealers...which makes me think it's also one of the MAIN REASONS that you don't see many RICs anywhere. Input MR. HALL???? AL A.

wmthor · Post by **wmthor** » Tue Apr 23, 2002 12:47 pm

I also not upset to find few Rickenbackers in the stores. In fact, I consider myself lucky to have found and played two of my three Ricks in a store before buying them. But then again, since I am a lefty, I generally have the problem of finding any brand of guitar in stock.

rkbsound · Post by **rkbsound** » Fri Apr 26, 2002 10:42 am

If dealers can't send guitars back to RIC after 10 days, then that explains the stories of lousy service to end-users by RIC. We've discussed this before. Dealers should be empowered to deal directly with RIC for the entire length of the warranty, or even beyond. In the end, everyone wins. The dealers are the experts and have the relationship with RIC. End-users are just the purchaser and don't usually want their problem to become a corporate discussion. They paid their money and they want their problems fixed with as little hassle as possible. If the above 10 day policy is indeed true, I would like to hear why this policy is in place and also if it is industry standard. Perhaps there is a good reason?

aladams · Post by **aladams** » Sun Apr 28, 2002 5:37 pm

You may want to talk to Luis Campos of Encore Music, Albuquerque, NM (505) 888-0722. A 360V64FG with a badly bent neck, (which wouldn't respond to a LUTHIER'S encouragement) was rejected by RIC because it "hung" in the store for a while(time uncertain as I remember it) but not more than a very few months!! This dealer takes impeccable care with ALL of his guitars, especially the RICs, because of our desert climate. (HE hangs the RIC's in a carefully guarded and regulated humidified Oak and Glass enclosure!) Not any problems with the Carl Wilson version, or the other George Harrison models...this guitar definitely had a problem with the construction or the woodworking FROM THE FACTORY...in my opinion. RIC was obstinent and even threatened to pull the dealer's franchise!! However, on the Rickenbacker Web-Page, his store is STILL THE ONLY RICKENBACKER for the WHOLE STATE OF NEW MEXICO!!! Hello!!? Does RIC not intend to sell any guitars in New Mexico anymore??? I truly believe Mr. Hall and his advisors may wish to reconsider such decisions. To this day, I have NEVER even seen a RIC representative in Albuquerque...and I'm at Encore at least 4 days a week!..not good for business! IN MY HUMBLE OPINION! AL A.

rkbsound · Post by **rkbsound** » Mon Apr 29, 2002 2:04 pm

Does Rickenbacker ever sponsor "demo" days at their dealers? Seems like a lot of other manufacturers do (I'm not speaking of guitars--just manufacturers in general). I used to do them for a major camera manufacturer and you wouldn't believe the people that showed up for them -- the wierd stuff they'd bring to show you and the great suggestions and questions they'd bring. End users are a very friendly, helpful and loyal bunch. Especially -- I'll say it again -- Especially for a unique product that could be considered specialized.

aladams · Post by **aladams** » Wed May 01, 2002 3:19 pm

Especially since April was Guitar Month...it would have been nice to have something like that here in Albuquerque, New Mexico. Even if I go up to Santa Fe, it's very difficult to find any RIC's in the stores. New Mexico is not exactly a "LA" or "New York", and I wouldn't EVER want it to be, but there is lots of talent here and TONS of Musicians who play some very expensive music equipment, such as: guitars, amps, keyboards, pa equipment, drums, recording stuff, and the people here have the $$$ to spend...because...what else IS there to do in the desert besides go to movies, eat out, and hit the entertainment (Bar Scene)??? Everyone here has the best of the best, even the amateurs. So, RIC would be doing us New Mexicans a GREAT FAVOR, and well as for itself to make their product widely available to the consumer. Just my $0.02 worth. AL A.