Cagey said:
Been a mystery why they didn't enjoy the same kind of widespread popularity Fender and Gibson did. They did alright, but still. Kind of an also-ran competitor when they should have been a major force.
One would think--especially when the lead guitarist of the biggest band in thew world is playing one.
But I think it was a confluence of factors, mostly in regard to timing.
Prior to the Honkytonk Bakersfield sound, most country playes favored Gretch and /or hollowbody Gibsons, but once Don Rich and the like came on the scene it seemed that EVERY country player switched to Telecasters and never looked back
Then you had George Harrison trying out other guitars, while a couple "guitar heroes" came on the scene, favoring high gain and solidbody guitars. With Clapton making the no-longer produced Les Paul suddenly THE guitar to get (and made Gibson scramble to reintroduce them).
Then of course you had the Stratocaster make you forget about surf music when Hendrix came out.
At this same exact time, (1967) Fred Gretcsh sold the company to Baldwin piano after none of his family wanted to take the reins. Baldwin moved the factory soon after--and then there were a couple fires at the factories. They ended up halting production.
While Neil Young and a couple other "classic rock" players were fans of Gretsch, there really wasn't an icon playing one. Pete Townshend recorded all the electric parts of "Who's Next"with a 6120, but would tour with Les Pauls in the 70s.
Other than that, they did have considerable following with the rockabilly revival (Dave Edmunds and Brian Setzer) and there are quite a few punks and New Wave players who favored them.
But other than Setzer I can't think of a big-name guitar hero who used them consistently. I think that is one key to gaining that mass popularity.