Is Taylor phasing out the American Dream line?

[AVTaylor83]

After inquiring about the AD27e mahogany/sapele model, a Sweetwater rep mentioned they're no longer being produced - and the American Dream line might be phased out altogether. Those were really a great bang for the buck for a solid-wood acoustic. I also noticed Taylor is no longer listing the 317e and 517e (ironbark version) on their website.

I love my AD27e Flametop. Really glad I got one when I did. I might even consider getting a second one since they're no longer being made. I'm a little surprised to hear a rumor of the entire American Dream line going away though.

I can't help but wonder what other changes might be coming...

[Earl]

No inside information, but the American Dream series was targeted at plague-related labor and material shortages and a price point.  There are many ongoing costs associated with a new product line - parts, tracking production runs, more SKU's, etc.  If the retail sales don't justify keeping something in the lineup it goes away, no matter how much come customers like that model.  That is true of every builder and every model.  Sometimes things just don't work out in the longer run.  As an example, I thought that the Acoustic Series (no ce, less bling) was a great idea but they only lasted about four years.  That would be a DN8 model instead of an 814ce.

Another thing to consider.  If you can only get enough materials and enough labor to build a fixed amount of guitars in a year (always true) you concentrate on the best sellers per series to maximize the revenue.

[Edward]

...I can't help but wonder what other changes might be coming...

My general musings here:
Considering today's general economic/business climate in the US, it's unquestionably harder and harder to stay in business given the increases in all costs, and that says nothing of the burden of business regs that are those other costs unseen by consumers.  Add to this that Taylor is in Cali ...those who live here know all too well the additional challenges businesses face here vs other states with fewer regs.   

Smart companies make adjustments.  Bob and Kurt (and Andy) are doubtlessly scrutinizing numbers so as not to get caught on their heels.  Likewise, it's too bad the AD may be on the outs; I don't own one but it's a good line that fills that niche.  Fwiw, I was also bummed when Taylor dropped the R.Taylor company long ago ...I mean I get it, but bummed out nevertheless!  But if trimming production helps the viability of the brand, then they gotta do what is prudent.  Please oh please, though, I hope they stay in the El Cajon and Tecate plants!  From my outsider's perch they've really got good things going here, and this for decades, and I hope they continue to reject the allure of off-shore production.

Edward

[Earl]

...Add to this that Taylor is in Cali ...those who live here know all too well the additional challenges businesses face here vs other states with fewer regs.  ...and I hope they continue to reject the allure of off-shore production.

Big ditto on that.  I used to run a small business in NorCal - it ain't easy and that was 31 years ago.  Can't imagine it is better now.  My business life got a lot simpler once we relocated out of state.  Bob & company are pretty committed to the SoCal lifestyle and the proximity to Tecate.  I cannot see them moving elsewhere, even if it objectively makes good business sense.

I share your lament about the R. Taylor line.  It was a great idea and I really liked the examples that I played, but they launched just before the 2007-2008 recession.  Not the best time for essentially boutique guitars.

[Edward]

...I share your lament about the R. Taylor line.  It was a great idea and I really liked the examples that I played, but they launched just before the 2007-2008 recession....

Yeah, don't you know it ...and now we have today's lovely economic climate!  Taylor tried their best till they nixed it all ca.2012, right around the time Andy came on board which, I cannot help but speculate, had lots to do with it since he was then knighted as the premier luthier by Bob himself.  That and Taylor couldn't shake the "it's just a Lexus" brand derision on boards ...man it was relentless to my recollection!  I am fortunate to have the RTs I got because they are demonstrably a build above, and of course sound heavenly!

Back to the AD line, I hope they keep it going as it fills that "budget" but solid-wood desire: no aesthetic frills and all tonal business, and significantly, can wear the USA tag ...big deal to some, and me included.  I personally tire of folks on forums deriding these guits as "overpriced" when they compare them to off-shore products as if that is an apples-apples comparison.  Those who desire an AD may consider getting one while they are around, esp used IMO.

Edward

[DennisG]

I always thought Taylor's American Dream lineup was confusing in the marketplace, and never really understood what its reason-for-being was all about.  Taylor has pretty much ceased all advertising efforts, so they didn't do much to promote it, and neither did the dealers.  I frequent the largest Taylor dealer in Washington state, and if they ever stocked an AD, they were few and far between.

[rickde]

I noticed there's just been a $200 price drop in the 50th Anniversary AD14ce LTD from $1999 to $1799. Most likely the price wouldn't be dropping unless sales, of that model at least, weren't down. Best to call Taylor directly if you are concerned about a specific model.

[horax]

I actually just called Taylor, and the confirmed that the AD line is NO LONGER BEING MADE.
Once the ones that are in the wild are gone, they are gone forever.

They said they're streamlining production. I think they've finally realized people were buying these up due to the value of them
and they could have seen it as cutting into their higher priced lines.

Post covid, this makes sense from a business standpoint.

they gave us an affordable option during hte down times, and then they go back to higher options when the market has steadied.