22nd August 2006: This is 'version three' of my "round up" of the new Hagstrom branded guitars after some communications...
(Latest major Update: 5th November 2006, additional comments and picture updates as time goes by...)

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TRICOR's NEW HAGSTROM PROJECT (This page is 're-issued' as time goes by)
(Please click here to go back to the Main Hagström UK website)                    

<<< I was really excited by the prospect of Hagstrom reappearing in the market. Spending a lot of time finding out details, and as always the Hagström family were very obliging with information. The outcome is a fair mix, and a range that is quite low cost, that appears to mimic a couple of the great value originals.

The new generation Hagström family decided to enter this lower end market in order to re-establish the brand, also presumably because the Chinese manufacturers and Tricor saw it as a good opportunity. Although here is still work to be done, at least two of the new models reflect original Hagströms for today's lower priced market. This could be called 'phase one' of the new Hagstrom range.

Let's look at the story so far. The Opportunity:
To market a range reflecting a heritage created over decades of work in Sweden. With a former player list from ABBA to ZZ Top, a cult reputation that almost exceeds it's original status, Hagström provides a perfect opportunity for relaunch, and many people have wanted to do so over time. Of course these are not Swedish Hagströms, but if you fancy a reflection of the Hagström name, you can now buy a new guitar with a Hagstrom logo on it.

I communicated with David Lee very early on when he wanted to discuss specifications for the new models. Thankfully he accepted that the Swede really must have the second switch for tone, as it was a good idea and part of the history of Hagström's use of switches! It wasn't the same outcome for the Viking, and below you see the transition from old to new:

The SuperSwede defining zero fret and pointed lower horn was also a little too much for the new range, but the longer Fender scale length and a coil tap switch were finally accepted to differentiate it from the Swede model.  Interestingly the USA/Canada pre launch advertising showed a picture of an original SuperSwede with a zero fret, so someone didn't check the detail... 

Other changes to differentiate old and new include a single strap nut, the switch styles and pickguard placement (originally almost flat against the body), now it is the same position as the Swede model, which might impede quick access to the coil tap for some players.

Prototypes appeared in USA and Canada months before I saw them in Frankfurt in 2005, they looked quite reasonable. The guys on the stand at Frankfurt acknowledged certain aspects (style of switches and dials for example) without any prompting or comment, so it was clear there were still things to sort out. Also saying that certain components were difficult to source - even in China - to meet the price this initial range is aimed at.

David Lee asked about pickup types, design and authenticity at the show.  In a relaxed conversation we acknowledged this was the first attempt and these were still prototypes, so I was quite enthusiastic about these first examples - to see anything with a Hagstrom logo was indeed quite exciting. We did touch on the dials, pickup surrounds and pickguards and I enquired why they leaned more toward Epiphone design rather than Hagström? It was a matter of marketing, as "these were never intended to be exact replicas. In time there may be reissue models too"... so we can look forward to that.

It has recently been confirmed by Karl Erik Hagström Junior that discussions have also taken place for some new guitar production to come out of Älvdalen, Sweden some time in the future.

This bold move will help to maintain the respect for the Hagström family name and reputation for quality, as well as meet the needs of a different kind of buyer.

If you want to know what an original SuperSwede is like - see Stephen Delfts critically acclaimed review from 1977.

The "H" range...

Inevitably I had to ask asked why the old H-II and H-III (F200 /300) model family had so dramatically changed, certainly slide switches might be an issue. However it turns out this conscious decision to enter the value market needed a standard format otherwise it would have been too expensive. The D'Aquisto style headstock is there in a variety of trims, and it could after all entice a new player just from this difference.

David Lee confirmed it was too complicated to consider some of the quirkier Hagström models, but again stated that maybe there would be some real reissues in time. (It's the "maybe" that worries me...)

The initial design ideas gave way to something more Strat inspired than Hagström, but seeing the very first amorphous blob, it was actually quite a relief!

These generic models come with with a version of the old separate block tails and a variety of Swede type headstocks. Others had a generic rocker/stop tail, so (maybe thankfully) the 'tremar' is history unless a special reissue is ever made.

Despite the restrictions of the original unit, (it was supplied with too heavy a spring), it holds a special fondness for me, as during a visit to Sweden in 2005, my son was presented with a memento signed  "From... ...the man with a Tremar".

This quirky reference to infirmity lends a special meaning of course, and a great example of a capable sense of humour from the original Karl Erik Hagstrom!

If you try to relate these models to older Hagstroms you might try to reference the Scandi. The original replacement for Hagstrom's single coil H-III, but the Scandi was frankly more elegant and individual - and hardly known outside Europe. Many say it was a failure and cast it off, however that is to be very short-sighted.

It wasn't exported to USA and frankly they missed out on a great guitar. It came too late in the original story probably, and some say it was too similar to a Strat. However it was an individual, with a beautifully contoured body, maple fretboard, and strong single coils only marred by the plainness of the p.u. covers. Now that was very uncharacteristic for Hagström! All I can say is that anyone who tries one of my Scandis is very impressed. Again I presume it was too expensive to consider even this level of individuality this time around.

(If you find an old Scandi buy it... its Hagström quirky for sure, but almost a secret!)

I have been told by Hagström that there were certain contractual details that shaped the range too. So maybe it was a matter of balancing the commitment to recreating the Swede and Viking type models to include some fairly standard body models more easily produced in quantity.

So this is the modern incarnation of Hagström garage band models, and you take your choice of a number of versions.

Deluxe...

Continuing our conversation David Lee informed me they were off to Sweden after the Frankfurt show to get the details of original pickups, and bridges, so they could make the sound and feel of future production more authentic. Indeed another new model presented a few questions not for it's quality, but more for its reasoning.

The new 'Deluxe' model, is a modern interpretation again, but reference to the original early Hagström electric models is quite vague.

If you want something loosely resembling the first Hagström electrics you can already buy a cheap Italia Maranello copy if you can't find or afford a real one. Really these original models are part of history, celebrated for what they actually were.

The name 'deluxe' was in any case Hagström's way of saying 'new' for quite a few original models.

An old Hagström might have Deluxe attached to the name for a while throughout the H series, Viking Series and others.

This Deluxe roughly takes the body shape of a late 50's Deluxe or Standard or Goya, but without the pearloid, and pickguard. It has a sparkle finish option, and sports the  later separate blocks tail and the headstock of a Swede.

The separate blocks tail was originally designed for the Patch 2000 synthesizer system. It required that each string was separated to work correctly. Other models continued to use them because they looked distinctive and high tech, but also because the Patch stock obviously wasn't selling - having been leapfrogged by new MIDI technology. That was simply bad luck, not bad marketing. Those originals also had a Perspex insert in the bridge pieces another layer under the string blocks, then a chromed cover. A simple solution for the original requirement.

I have no issue about using these Hagström features now of course. It looks good, it may help sustain, isn't expensive, and is an almost trademark reference to the late vintage Hagström models even if not the original model aimed at here. However I find this a confusing model section, and in non sparkle will unnecessarily compete with the Swede based models. Equally glitter / sparkle is a very limited market these days. There is further evidence of the difficulty in providing an identity for this new 'Deluxe' model, as it has a derivative that describes itself as being part hollow body with a single 'f' hole. Certainly there was the Goya semi acoustic, but that was for that run - and only to save money for Hershman believe it or not. All the old Hagström branded ones were designed to be solid body, and were much better for it, later ones were hollow - because they could get away with it! Oh yes, they were businessmen too!

So there is continuity and ambiguity in equal measure. This "deluxe" could end up being a spoiler for the new Swede and SuperSwede model, and any reference to Franz Ferdinand, Roxy Music, ZZ Top, Aerosmith and many others who used the old Standards, Deluxes, Goyas or EDPs in retro fashion - lies purely in the marketing.

There has to be the equivalent of the modern day "TV outtakes" somewhere in every project  and this next part could only be described as "sod's law" in the UK vernacular. It certainly provides a poignancy compared to past history.

I first learned about this in July 05 and didn't mention it, but this episode is now such common knowledge that instead of people e-mailing me about it, I'd better just tell the story. 

The presentation custom 'deluxe' guitar taken to Sweden was found to be faulty. An X-Ray showed the expander had needed some amendment making it effectively a one way system that might even pull itself apart. Half way down the neck a fret was set so deep it was touching the H rod, so the guitar was a bit odd and could not be set up properly!

It now sits in the museum next to one of the old Japanese prototypes. Back in the early 1980's Hagström were shown some Japanese models as a possible way forward against the overwhelming copycat market. Instead of adopting the partnership they said "No" because they didn't like the models... "they were not Hagströms". It has little to do with where they are made, that is the way of the world now, and hopefully this Custom USA example is unique!

Sales and Marketing

I respectfully do not comment on actual sales, apart from saying that apparently the new range is selling well, and presents good value for the price. There are deals within USA with a free custom case, stand, and reduced shipping often available. The European ones don't ship with a free TKL case at the time of writing. So again comparing the competition this could be an interesting time for the new models, considering today's design preferences and today's crowded market.

The polite people in Älvdalen even enquired about those cases when Tricor and AM&S visited them back in 2005. They do make good homes for the original Swede models after all... if you can get one... but they are still waiting!

Interestingly there was also a short flurry of Hagstroms being sold in the UK direct from China -  However these were clearly not good production examples. One Viking could not be set up correctly due to a kink in the neck, another had a bad lacquer run, then a couple of jazz models seemed fairly OK.

Now that Tricor may be launching in the UK any remnants of this route must be sealed. Already in USA there is a mixed message provided by the now common route of eBay selling, and so long as the "authorised sellers" are well informed it will help to protect a good Hagström name. It is as much the matter of maintaining heritage and reputation as the guitar designs that are offered, which will provide business opportunities into the future. 

There's an inevitable flurry of worrying false starts to contend with, emanating mainly out of USA though, and some quotes on selling pages must frustrate the best intentions of a marketing department. Examples such as "Hagstrum D2H Flame top, Factory Case, Clearance Sale" and "By permission of The Royal Family of Sweden" can only detract from the original strap lines of "Some say they're the perfect guitars". Such dilution of reality could present a threat for the success of the new models and the hard fought reputation for the brand.

The other threat may come from fairly basic designs right now. It's what ever you choose of course, but these designs will be competing with the likes of Cort who only recently arrived in the UK under their own name. With over 40 years of generic experience, and contract manufacturing for the likes of Ibanez and Fender, those Korean designs provide stiff competition - also at a fraction of the price of traditional established brands. If you decide to make changes for modern interpretation, Strats and Epiphones seem an old and well worn reference now, but maybe that is the stage they are at in mainstream China.

So it clearly hasn't been plain sailing getting to the stage above. There have been a few delays along the way including the bass models being well over two years overdue. How much of that is down to Tricor, China or the USA AM&S/Jam/Eriksson partnership is unclear, but I hope the long term passion maintains the good name of Hagström rather than simply protecting someone else's market share. It really should be a celebration, as this was a wonderful opportunity, pent up for many years; with a willing band of devotees and loads of newbie buyers all waiting to see the outcome. But then as I keep saying 'this is just phase one' and if nothing else the new ones are cheap, very cheap!

The Opportunity Provider

If all this talk of modern interpretations leaves you cold, there are still plenty of original Hagströms out there at a sensible price. If you are looking at a late vintage Swede or SuperSwede there are easy ways to tell them apart from these models, so any confusion can be sorted out by comparing the details above.

A simple check is whether your potential vintage Swede or SuperSwede has two strap nuts on the base - that nifty Swedish Hagström way of stopping your axe from falling over too!

For the Viking or any model with the crest insert on a harp shaped tailpiece, it will say "Made in Sweden" instead of the modern grammatical evolution of simply "Sweden Design" which has to be 'taken with a pinch of salt' anyway.

The original models in good condition will out-price the new production of course, go find an original SuperSwede bargain... not likely, a stripped bare 'old project' sells for a high price, and those quirky (still exclusive) vintage models sell for many times the price of the new entry level range today. Also remember, they last longer than a Volvo or a SAAB!

Putting aside the obvious Hagström Standards and Goyas etc., there is still a plethora of brilliant playing other vintage Hagströms, from the fairly basic but cult H-II and H-III family, through to the even better 'new' versions (H-IIN etc), and who can pass by on the early 60's pro players Corvette and Impala family - they were pioneering and superb models - and still very playable today. They do make good talking points, and will turn the head of any player.

The real Opportunity

Indeed the reason I needed to replace my old H-III is because (and I really mean this), one of the few 60's and 70's total guitar god's - still out there playing today, begged me for it over many weeks, in the end it wasn't a matter of money or deals or anything, I just felt he should have it. A bit stupid of me maybe, but when you've had someone who's albums you've loved for decades talking about the old days for long enough, it really doesn't matter any more... until a few months later and you can't just pick it up to play (), and sorry but I couldn't look above for it's replacement. I suppose I'm saying the passion isn't hype. You'd be amazed at the messages I get just for writing about and owning a few old Hagströms. Ask others who do a similar thing to me... The trouble is if too many people wake up to the story of the old ones it won't be long before nobody can afford one even if the buyer makes delivery a bit of a trek!

If I could throw down a gauntlet, it would be to say have confidence. There's been talk of converting old pickup chassis into new supplies of hand wound Hagström spares, and everyone pricks up their ears... then settles down again as it doesn't happen. There are boxes full of old dreams that are not enough to make more old design guitars. They lay there making visitors go "wow" when ever they are pulled out for display. I am no anti America geek or anything, but don't you think any custom models should be made in Sweden? That would really show respect for the Hagström name, and maybe save the brand from corporate insignificance. So now tell me I'm anti - No Way!

I think it may have been Kwinn who first said back in 2001: HLV (Hagstra La Vista) baby!
So go on give us ... a real new generation... from the new generation Mr Karl-Erik Hagström!

THIS POLL WAS TAKEN IN MAY 2004...

SO PLEASE DON'T UNDER-SELL THE OPPORTUNITY!

Sorry, I've done it again... I got a bit passionate about it... well slap my wrist for caring eh?

He may be old now, and he may be the history, but he knew how to go out and sell. As the old 'super Swede' said to
a friend of mine recently... "What is one half and one third?"... ... ..."Oh, so you're not as sharp as you think eh?"
He may have been joking, but you've got to give 5/6ths minimum to a job, or you'll never find the remainder

For some reason I was "told off" recently (October 06) for mentioning the potential Swedish production! Interestingly David Lee states this in an interview earlier in 2006. He has a go at some history with a few questions along the way, then he also says there will be some limited production coming out of Sweden soon The interview was sent to me recently, here's an extract below:

He says he tried to buy an old H-8 from eBay but couldn't afford it at US$2000. He thought they were originally only US$200 when new... hmmm... I hope that's not an indication of the value attached to any new ones (originally due end of 2004...)
Click here to hear it:  (Flash plug-in required)

You pay your money and take your choice. Anyone looking to replace a real Hagström guitar will be very sceptical about the new production. Quote: "This is an EXACT REPLICA of the guitar Hagström never would have produced" ... (Robbie Loud on the D2F). It is quite difficult to make a bad guitar these days, so it's just a matter of design and the sound you are looking for. You need a good amp to do that... Now there's another potential Älvdalen story...

We await the development of more models - even from Sweden as it is promised - then the international player list may start to rebuild itself. Meantime Larry Coryell is with Cort, others may have taken the inevitable Gibson shilling, or 'moved on' themselves... sadly.

There will be plenty of pics of people using new models. Many unknown outside their own vicinity, others, like Pat Smear - into Hagström for years so there is a natural mutual advantage to be seen with the new models. Beyond natural fans, or guys looking for any kind of endorsement; I wonder how many big players will completely cast aside their Gibsons Fenders and even Corts in in the long run. I hope the package will develop, but for now you can't put a new one up against an original and make a comparison for sound, finish quality or heritage.

I've been accused of many things during this episode. At first castigated for blindly endorsing the new models, and over time this was a fair comment. Now castigated for being judge and jury, I certainly dispute that. I'm fed from what I've seen, what I've heard from end users and dealers alike. I have also received thanks for staying true to the legacy of Hagström from those far and (very) near. For sure - I'm not in this for the money, they wouldn't let me anyway! So I've no axe to grind apart from vintage ones. There is promise of more to come, so whoever is the judge - the players and the buyers - could 'stay the execution' for now... or remain sceptical about opportunistic people with little care about where the opportunity came from...

January 2007... The Story is hotting up...
Prices of Vintage Hagströms reflect the new interest in the brand.

By 2007 an original SuperSwede can sell for around $3500 on occasions...

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