28/06/2026
FILIPINO GUITARS WORLD CLASS?
I've been lurking around watching out for guitar related content. But I set my eyes and ears on the Filipino community. Because I am a builder from the Philippines. When I designate myself as a "builder" it is because I am more a designer and builder who put his ideas in practice coming up with unique prototypes. I don't claim that my work is perfect or "world class". But what does define a guitar as world class?
I want to share my thoughts as I have been seeing some negative thoughts even rabid ones from people targeting Filipino luthiers or builders like me from the Philippines. Some of these comments are from "musicians" and over all guitar users. I have no idea what level they are or what instruments they use. What I am concerned about is the radical negativity towards a small industry.
They ask the question, rather demand attention to the idea, "Filipino guitars suck. Quality is bad. Cottage industry."
So, I feel there are things they might also need to hear and read, especially from those who put their heart into building the local industry. So let me address the points.
1. LOCAL GUITAR COTTAGE INDUSTRY.
- Yes, a thousand times yes. We have a guitar cottage industry in the Philippines. In fact, most are made in huts and cottages that don't have ISO certification. Most are made of wood and G.I. sheets. With barely no protection from the rain. From the Pampanga to Cebu, the major centers of this cottage industry, facilities are bare minimum.
-You see, there is not enough demand for local guitars. You can even say that why do Filipinos continue if there is no demand. They can just invest in shipping in volume from China and rebranding them. Oh, wait, half of the "Filipino" brands online are... China OEM.
-The simple truth. It is not even economical for any Filipino brand to build a factory. Not even RJ. It only seem that way. But anyone who has taken any business class, knows, it is a hard upward hill for local instruments.
2. LOCAL GUITAR BAD QUALITY, RUSH QUALITY
-Again, a thousand times yes. Because of the point above. There is not enough demand. Luthier, cannot invest in tools or machines when people don't buy. So, do people not buy because of poor quality. Honestly, yes, for the same price, you can get China, Vietnam, Indonesia made. How did those countries do it? Well, let's not talk politics here, but it kinda that way. There are many qualities of the Pinoy that are good, but many that are also bad. When we do have international class factories here, it can sometimes fail when the employees are not treated well, not trained well, or not inspired enough to take pride in their work even if it is for other people far away.
-RUSH? Well, you know you do have to finish it before it rains, right? And here is where I do agree with the negatives. Pinoys can procastinate, slip in minor work to earn more money, delay parts deliveries, and so forth. I personally have experienced this. Which is why I STARTED BUILDING MY OWN GUITARS, from wood, parts, coming from overseas.
-By the way, even branded guitars are as imperfect. But because they have higher quality control due to higher profit margines they can afford imperfections, mistakes, which eventually become b-stock. A local luthier, has a narrow margin, so they have to sell each and every piece of work.
-It really boils down to there are no much demand, therefore we cannot charge high, and cannot afford to add the extra steps to make a guitar "world class".
3. COST DOES NOT MAKE SENSE
-There are so many guitar makers that come and go. Because it does not make sense to be a luthier in the Philippines.
-Luthiers are more considered "labor" "Utosan" rather than "Artisan"
-Admit it, when you go to a luthier, you probably want to tell them what you want and how it is done. You barely go to a local craftsman to say, "Surprise me, I respect your vision. I respect your art. I want a guitar made by you." Often a client will come to a luthier and say, "Make me a copy of John Mayer's guitar but cheaper." Because, you know, if you wanted John Mayer quality, well, it is John Mayer price, which you couldn't afford to begin with, otherwise, well, you buy John Mayer. (Who also went to PRS to say, Make me a Fender but, not. Kidding. LOL)
-If you wanted quality parts, it cost much to import, because again. LOW VOLUME.
-Big companies have big profit margins. The math will never make sense for small luthiers. But still they put their heart and follow their dreams. The most basic example is the Burger. Your P100 burger only cost P10 to make. Yes, I went to business school. Because if it cost more, it won't make sense to be in the business of making money. You have big margins to shoulder, losses, spoilage, damage, and of course, the time when people don't buy your product. And so, when you see that nice 50%-70% SALE at your fav music shop. You know that it really cost just that much. And you know, they still make profit, or "break even." Think of it this way, Do you really think wood cost that much, or say, leather for that $10,000 designer bag. You are paying for that Profit Engine called the COMPANY.
-side note, did you know that the bridge on a $20,000 Fender is almost the same, if not the same as the bridge on their $1,500 guitar? Fender does not make titanium or diamond bridges. What makes their premium guitars pricey is that attention to detail you are expecting and were well paid for with time and lotsa money. That extra month just leveling the frets et al.
-Whew this is a long post, but really, the arguement that cost does not make sense is a forever rant. But Filipino luthiers carry on. They just often feel, "This is what I want to do. Someone out there will eventually buy. " Which brings me to ...
4. BRAND MARKET
-The Philippines is still brand conscious. That is why even if they want to support local, they end up with, a similar, western, familiar design for a guitar.
-Yeah, I realize who wants to play a Banig or Barong guitar on a metal concert? But hey, it is unique!
-People with their small hard earned money still want to just go for the safe bet.
-1 of out 100,000 want a custom Filipino guitar. maybe even not. The point is very few. Most luthiers so, repair work, copy work, string changes (Damn it, Learn to do it yourself!), fret-leveling, and the word of the decade, "SETUP!"
-I admit and will say, that I also think this way. I am also a guitar collector, and it is hard to justify a locally made guitar. So, yeah, my own guitar builds are "personal" and I just offer it to those who may want to buy it.
-Local has low resale value. Kinda hard to argue against that. It is what it is. Even an artist owned guitar, right?
5. IT IS NEARLY IMPOSSIBLE TO BUILD A FULL FILIPINO BRAND
-Ok there is a difference with brand and luthier. Most Filipino guitars are not brands. In the sense that they rely on the luthier and offer services. If you notice, Fender, Ibanez, Gibson, does not really offer services. Because they are BRANDS. They might have started out as services, like PRS, HAMER, etc, but it boils down to what you want to project. As a BRAND your premium is design and concepts. It doesn't matter where your guitars are made, so they can concentrate on the important stuff. Keeping the BRAND known.
-In the Philippines, there are only a handful. But in reality the know ones are not even real "Brands" who innovate with unique designs. Most if not all are still following template designs. Though there are few who try to build their own concepts. I salute you!
-It is because again, THERE IS NOT ENOUGH DEMAND to sustain. The local market is not enough to build a brand up. Export will be the way to go. But how can you export when essentially your brand took the catalogue of China factories and just made a little this and that. I know this, because I've gotten "spam" from Chinese Alibaba type factories, offering me. I wish we have factories here, but, sorry, no reliable factories here for mass export volume guitars. Not yet.
6. PRICING ISSUE
-If you expect world class quality, be prepared to pay for the same price as what you are comparing to. Are you?
-If you want that Fender Custom Shop $ 5,000 quality, be prepared to spend that much as well for a locally made one. But is that possible. Not in the sense that all parts made here. We don't have the machines at that level. But not impossible, as if you also follow business theory, you can outsource to factories that can make it. That is why they are darn expensive. If I wanted to, I can put together a pricey guitar. But it won't make sense because it won't be too far from the big brand. So who will buy me?
7. LUTHIERS, PLEASE BE FAIR
-To my fellow luthiers, please be fair to your clients.
-Deliver on time
-You can charge high, it is your right. But make sure the quality matches the price.
-DELIVER ON TIME
-Do not "singit" jobs, Ok? First in first out. I understand the delay with parts, so yes, if that is the case, while waiting, do something else. But work a proper assembly line.
-Use quality parts, I've seen some charge so high, but I know exactly how much the parts cost and are not of quality.
-But hey, I understand we all have to profit. And a 20% profit won't cut it. But just don't abuse the client's trust.
END NOTES:
-This doesn't even cover a lot of other topics that will spark controversy. But I am trying to help both luthiers and clients come to some peaceful relationship. It's all love and rock and roll guys and gals!
-You can pass this post to people you might think needs something to bite on, chew, spit, curse, it's a free world.
-I'm not even promoting my own work here. Even if I build using ISO quality parts from overseas. Ay! Oooops. Nah, I still want you to support local. But I wish local builders won't take advantage of the "Pinoy pride"
-My work is not perfect. But I try to make something, I myself with buy or use. And I don't really have a big budget.
-To those who comment with FULL CAPS. Maybe you can use it every other word. :) But keep the curses out of our peaceful musical circles.
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