Levin Instrument Company, an established Swedish guitar manufacturer, was contacted by the Hershman Musical Instrument Company of New York in 1952. Hershman asked Levin to produce a line of guitars for distribution in America. Levin produced a line of instruments named El-Goya around 1953. The name was changed to Goya in 1954.
Goya Music broke their contract with Levin in 1968, after Goya Music was purchased by another company. The rights of distribution changed hands a number of times over several years. In 1973, Martin bought Levin Instrument Company and, in 1976, purchased the rights to Goya from a company called Dude, Inc.
Martin Guitars began licensing production of Goya instruments through Japan and Korea until it ceased production of the Goya label in 1996. The former Levin facility produced products under Martin and Sigma labels before Martin closed the plant in 1979.
Hagstrom Instrument Company of Sweden produced electric guitars under the Goya label in the U.S.for Hershman Musical Instruments Company from 1959 to 1961. Italian-made Rangemaster electric guitars were sold with the Goya label from 1965 to 1969.