Most of my experience with Hamer is with the NH era. I met Jol and Kim shortly after they set up in New Hartford. I was having my T-51 retro-fitted with the Fishman bridge. Jol personally took the time to discuss the control layout and how I wanted the guitar to function post mod. He spent way more time than he had to, for a nobody, and we shot the shit for quite awhile. The Vision of what Hamer was to be was clear. This was not only Jol's vision, Kaman's as well. IMO Jol was aked to come back and agreed to come back because of this. Everyone who has had the opportunity to attend an HFC event or visit the facility could see that the production area was not geared for volume and neither were the building methods.
I believe Hamer failed because they were unable to make their vision a reality. The answer as to why is not black and white, and I am only speculating, like everyone else. Marketing and brand perception were certainly a big part. Where others succeeded Hamer failed. Isn't a PRS Santana little more than a Studio Custom? Yet people willingly paid more for that than the Hamer, though it could be argued that the Hamer was made just as well, if not better. Hamer offered too much for the money and was still not able to convince the public that it was worth it. We have all seen hundreds of examples of exceptional wood tops on non-custom models, tops that would have been labeled "10" tops or Artist tops at PRS for no upcharge. In this sense reality exceeded perception. It is clear many feel Hamer priced themselves out of the market. What isn't clear is what they thought or hoped their market was. I believe they tried, perhaps too late, with the guru tours to make players aware of the quality and value of their instruments. Certainly the Artist Ultimate was a tour de force to demonstrate their lutherie skills. Did they ever make a dime selling any of those?
I hope Hamer is revived some day but I doubt it. With FMIC's inability initiate an IPO and their dependence on GC even it's future is unclear. Kudos of course to the Hamer dealers for their passion, knowledge and willingness to share with customers. Had it not been for a persistent dealer who stuck a T-51 in my hands and insist I play it, I probably would not have the pleasure of owning several of these fine instruments.
This will end the ramblings of an old man