How the PRS SE line was rescued from disappearing – Guitar World
Guitars are an essential part of music culture, and when it comes to electric guitars, PRS has made a significant mark with its SE Series. However, these affordable guitars faced an uncertain fate when sales were plummeting, and the company considered discontinuing the line. Guitar World recently spoke with Paul Reed Smith about the near-fatal end of the SE Series and the surprising turn of events that saved it from extinction.
Reflecting on the history of the SE line, Smith revealed that the guitars were on the brink of being phased out due to poor sales. He mentioned, “At one point, the SEs were going to go away; we were having trouble with sales.” This revelation sheds light on the challenges faced by the company in maintaining the affordability and quality of these guitars. However, an unexpected lifeline emerged that revitalized the SE Series and brought it back from the brink of oblivion.
Smith credited guitar teachers in America for breathing new life into the struggling SE line. He explained, “All the guitar teachers in America made their students buy SEs because they couldn’t teach kids how to play guitars that wouldn’t stay in tune.” This endorsement from educators not only saved the line but also propelled it back into the competitive guitar market. Smith’s acknowledgment of the pivotal role of guitar instructors in rescuing the SE Series highlights the interconnectedness of the music industry and education system.
In a recent interview, COO Jack Higginbotham emphasized the economic philosophy behind PRS guitars. He stated, “We make guitars, and then we make money,” underscoring the company’s commitment to producing quality instruments that resonate with musicians and consumers. This customer-centric approach, coupled with a focus on craftsmanship and innovation, has been instrumental in the success of the PRS SE Series.
Despite the challenges faced by the SE line, PRS has continued to innovate and expand its offerings. With new models like the SE NF 53 and the use of exotic woods in some guitars, the company has strived to appeal to a diverse audience of guitar enthusiasts. Through its dedication to quality, affordability, and customer satisfaction, PRS has solidified its position as a leading manufacturer of electric guitars.
Looking ahead, PRS shows no signs of slowing down, with new releases such as Herman Li’s signature guitar and the versatile SE Studio garnering attention from musicians and critics alike. As the company celebrates its 40th anniversary, it remains committed to pushing the boundaries of guitar design and craftsmanship. The resilience and adaptability of the PRS SE Series serve as a testament to the enduring legacy of Paul Reed Smith guitars in the ever-evolving music industry.