NAMM 2024: Since launching in 1993, Yamaha’s Pacifica has gained a reputation as one of the go-to beginner’s guitars and likely places second only to the Squier Strat in terms of its ubiquity and serviceability.
While the name Pacifica is immediately recognizable, what is less widely known is that the model was initially developed by Yamaha’s LA custom shop in response to the demands of the area’s session pros.
Now Yamaha is celebrating the exclusive origins of its most universal electric guitar by announcing a new line of high-end variants, the Pacifica Professional and Pacifica Standard Plus.
Yamaha says the new builds will be produced in Japan under the watchful eyes of its master luthiers and will include newly-sculpted alder bodies, a redesigned slim-C necks and Reflectone pickups.
If you’ve not heard of the latter, you won’t be alone, but they’ve reportedly been developed in a partnership with Rupert Neve Designs – known for its unrivalled studio pedigree – so we’re expecting nothing short of sonic candy on that front.
On the electronics side, you’ll find the usual HSS configuration, a five-way selector, coil-split optionality and tone and volume controls. Hardware appointments will include Gotoh locking tuners, durable stainless steel frets and two-point tremolo bridges.
The Professional models, meanwhile, will also feature new compound radius necks, while both the top end and Standard Plus models will offer a choice of rosewood or maple necks.
Those new body carves look super comfortable and like they’ll offer plentiful upper fret access. And we should take a minute to enjoy the finishes, too – reportedly the result of a combination of influences from the collaboration between Yamaha’s Japanese and Californian teams.
If nothing else, the Beach Burst feels like it’s adding something new to the overpacked S-style market.
“Guitarists of all types have embraced Pacifica guitars for more than three decades,” says Brandon Soriano, of the Yamaha Guitar Group.
“And our new Pacifica Professional and Standard Plus models expand upon that legacy by providing significant upgrades and modern features, including our unique Reflectone pickups.
“The guitars were developed jointly by our teams in Japan and the U.S., and both Japanese city pop art and the sun-drenched vibes of Southern California inspired the new finishes. This new generation of Pacifica guitars truly demonstrates our commitment to serving the needs of modern musicians.”
The challenge for Yamaha is going to be persuading enough of those modern musicians to change their perception of the Pacifica.
No one regards them as junk shop models in 2024 and they’re widely respected in the entry-level ranges, but the Pacifica Professional reportedly carries a suggested retail price of $3,700, while Yamaha tells us the Standard Plus will hit shelves for $2,220. [Per the update below, these figures do not seem to be reflected in early store listings, though]
As such it’s an ambitious move. Those prices place them in direct competition with US-made Fender Strats, if not quite the Custom Shop tier.
Even if you’re the kind of player who doesn’t care about the legacy brands and just wants a high-performing, masterfully crafted S-style, well that sort of money gets you very near to Suhr and Tom Anderson territory, too.
On the other hand, Japanese guitars are finally getting their dues in the eyes of US guitar buyers and seem to be enjoying a new cultural cache in the industry – just look at the hype around Fender Japan in recent years.
Similarly, the big builders have been working hard to establish the concept of the ‘premium offshore’ build as costs and product quality both continue to increase, so while the idea of a Pacifica costing $3,700 is bold, to say the least, in 2024, it’s arguably not crazy…
For information on the Pacifica Professional and Pacifica Standard Plus, head to Yamaha.
UPDATE 25/01: Though the prices quoted above were supplied direct from a Yamaha representative, we've since seen a very different picture from retail listings, with the Professional listed at figures closer to $2,200 and the Standard Plus as low as $1,349. This makes more sense in terms of the wider market, but we've yet to establish whether this is due to a change in pricing strategy, or a simple error in the quoted price range.
Keep up to date with all gear releases ahead of NAMM 2024, head over to our guide to the latest NAMM 2024 news.
