C.F. Martin & Co. has been in business since before 1833 — the CEO explains how the iconic American brand has endured and prospered
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He's not kidding around. For well over a century, the company's acoustic guitars have defined the sound of essentially every musical genre, but particularly country and bluegrass, folk, and rock 'n' roll. Willie Nelson plays a Martin . Dolly Parton played a Martin. Joni Mitchell played a Martin. Led Zeppelin's Jimmy Page played a Martin. Hank Williams. Johnny Cash. Eric Clapton. Neil Young. John Mayer. Coldplay's Chris Martin . Kurt Cobain. Ed Sheeran.
C. F. "developed his own style," Martin said, and would take quality as far as he could, always with the musician in mind. Mexico and Asia are the main alternatives to US-based manufacturing, and while the uptick in quality from China and Indonesia in recent years has been stunning, the experience of Martin and others — including Fender, in California — has been that Mexico can deliver a consistently superb guitar at a competitive price.
"It allows you to use the internet as a tool," Martin said, adding that it's critical for retailers to emulate their physical presence in the digital world.
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