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Cort/Cortek Indonesia w/ Phil McKnight

Phillip McKnight, from his KNOW YOUR GEAR YouTube channel, traveled to the Cortek factory in Indonesia for a deep dive on this facility, home to 3 or 4 brands' export models he can't name, as well as others he can. This is a real eye-opener, and as I thought:

Export of CAD/CAM files and CNC production can be set up anywhere in the world to take advantage of economic conditions, as you can see here. The staff is doing terrific work at volumes that are eye-watering at price points from budget to past a grand at very high quality. You'll notice that the female staff has head coverings as Indonesia is majority Muslim. Many of the production processes are state of the art. The uber-successful PRS SE range is made here in a dedicated factory, and really put this facility on the map. Did not know they also build amps and pickups.

 
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Why the big secret about who they build guitars for? PRS lets it be known . I don't understand why it's a secret with the other brands.
Differentiation. Why would I pay $800 for a bas that's made "on the same production line" as a $400 one"? People get really hung up on where a bass is built (hence country of manufacture is the biggest indicator of price).

Of course "same production line" isn't really true, as the differences are in the components and finishing, but that's nuance is a hard sell. PRS lean into it and say "Cort are great, but we went out there and made them up their game just for us".

I've got a couple of Cort branded basses, and they're really nice - they can build a basss to any price point.
 
If you watch the video, Phil stated there are more buildings dedicated to other brands but he isn't allowed to say who they are.
I can't have been paying attention at that point, had it in my head P Mc was discussing the amp side of things 😕

Of course you're 100% correct, many companies do not want customers knowing where their products originate from. Especially if the factory you use markets it's own brand of similar product, only cheaper and made from slightly more expensive materials.
 
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