Charvel guitar case rant

[darnoc]

:idea:
I checked out the 2010 price list for the new Charvel's, and saw something that has always bothered me...when you pay $1099 for a new guitar, why does it come in a gig bag? The way I look at it, if you are paying that much for a guitar, it's not a fly-by-night purchase. I would think the company would be more proud of their product and want it taken care of, so why not include a hardshell case in the price? I bought a Charvel Model 3A in '86 and it cost $550, and came with a tweed hardshell case. Still have both, in great shape. To me, it's like buying a new car w/o bumpers. The DeMartini models come with a hardshell case, although they are over $2000. I bought a Taylor 314-CE and it came with an exceptional case, it wasn't extra. Maybe it was lumped in with the final price, but at $1400 it should come with something to help protect the investment. Just a rant, nothing against Charvel, just guitar companies in general. I just think a little consideration would go a long way for a selling point. BTW, I love the amount of useful info on this site from everyone, keep up the info and the topics!

[Grandturk]

I think the point is that it is available for $1099 because it doesn't include a case.

[shreddermon]

It's a standard marketing manager's dilemma: do you sell at a lower, more attractive price point with less features (gig bag, instead of hard shell case)? Or do you include the features - hard case, which many buyers want - and sell at a slightly higher price point?

Which choice will sell more guitars? Because that's certainly more important than the to-be-expected ranting whines on internet discussion boards. ...Oh, which to choose. Which to choose. (Drums fingers on desk, nervously.)

Then corporate HQ makes the choice for you (see the price, specs, and gig bag for Fender's American Special series guitars), and the marketing manager says "oh well" and finds something else to worry about.

[Grawnday]

I'd like to see a new Charvel case released separately, and specifically for the Promods. One with room for the bridge.

[shreddermon]

How much are you willing to pay for it? ...Actually, let me rephrase that: how much are enough other people willing to pay for it, such that Charvel will make more money (in total sales) by including the HSC while still losing some guitar sales because of the higher price? Can you model the price elasticity of guitarists' willingess to pay more for a hard shell case?

[Matt_B]

I checked out the 2010 price list for the new Charvel's, and saw something that has always bothered me...when you pay $1099 for a new guitar, why does it come in a gig bag?

...because Charvel is trying to hit a price point ($1K to be exact). When the first batches came out, the guitars cost $999 w/a gig bag. Added a case to that price would have pushed the guitar over it's price point. Fast forward to when Fender had their annual price increased and now the guitars are at $1099. Yes, that's over the price point they were initially spec'd at but annual price increases have that effect sometimes. To add a case to the price now would make it seem that much more expensive, even it was only $1000 more.

Price points are very psychological. Some folks make purchases based upon while others don't care.

The way I look at it, if you are paying that much for a guitar, it's not a fly-by-night purchase.

That's true for some folks but not for others.

I would think the company would be more proud of their product and want it taken care of, so why not include a hardshell case in the price?

See my first comment.

I bought a Charvel Model 3A in '86 and it cost $550, and came with a tweed hardshell case. Still have both, in great shape.

I remember when those came out (I sold them for a living) and while the included case was nice to have, they're not really nice cases. They're a $80-$100 case at best.

To me, it's like buying a new car w/o bumpers.

...and some folks buy trucks without bumpers.

The DeMartini models come with a hardshell case, although they are over $2000.

Exactly. That guitar is in a completely different price point so the cost of the case vs. the overall cost is less percentage wise compared to the Pro Mods. It's like 5% vs. 10%.

I bought a Taylor 314-CE and it came with an exceptional case, it wasn't extra. Maybe it was lumped in with the final price, but at $1400 it should come with something to help protect the investment.

Some manufacturers will not ship a guitar to a dealer without a case. The dealer always has the option to price the guitar without the case but dealers to do the same as others. If one dealers sells a certain guitar with a case then every dealer probably will.

The bottom line is you always pay for case, whether it's included in the price of the guitar or not. It's never free. Having to shell out "more money" for a "separate case" is purely psychological.

Just a rant, nothing against Charvel, just guitar companies in general. I just think a little consideration would go a long way for a selling point.

They pricing point strategy and lack of a case has nothing to do with being inconsiderate. It's all psychologly and once you see past that and look at the numbers you realize that it's 6 of 1 and a half dozen of another.

[Twitch]

I think the point is that it is available for $1099 because it doesn't include a case.

Well, they could sell it for $1200 w/ case and I would and many others as well would still consider it a good deal. Id have to agree with the rant especially considering the case only costs $60 or so to mfg. Since the case would be included with a production line guitar that probly cost $650 tops to mfg, Id say they would more than make up the markup lost of the case by the mark up of the guitar.

[darnoc]

Good points Matt_B, I suppose it is more psychological for me than anything, it's just nice to see one price and know you are getting more than a guitar, added peace of mind for protection. All good points, thanks for the responses. Keep jammin!

[VitaminG]

Well, they could sell it for $1200 w/ case and I would and many others as well would still consider it a good deal. Id have to agree with the rant especially considering the case only costs $60 or so to mfg. Since the case would be included with a production line guitar that probly cost $650 tops to mfg, Id say they would more than make up the markup lost of the case by the mark up of the guitar.

so what's stopping you from buying a $1099 guitar and asking the dealer to put it in a $100 case? Same net effect...

[Matt_B]

so what's stopping you from buying a $1099 guitar and asking the dealer to put it in a $100 case? Same net effect...

+1. I used to sell guitars so I know what will work.

Just say "Y'know, I really want to buy this guitar but I just can't over the fact that the price doesn't include a case."

A good salesman will see the opening to seal the deal and say something like "If I include a case in the price, will you take it?"

At that point if you don't buy it, you're a jerk.

[Axewielder]

Guess what? $550 in 1987 equals $1087 in today's dollars.

http://www.usinflationcalculator.com/

[Twitch]

so what's stopping you from buying a $1099 guitar and asking the dealer to put it in a $100 case? Same net effect...

Definently!!

[Sunbane]

I thought this was going to be about the old "chainsaw" cases and their hinges and latches.

[straycat]

I do wish they would at least offer a reissue of the old metal badged Charvel G&G cases.
I would buy a few just to have.

[Newc]

Gibson SGs come in a gigbag at the same price.