Fender is launching its newest line of instruments while keeping the unique signature that customers loved from their original American Standard series. Fender announced in January that they are introducing its newest series American Professional series of instruments replacing the American Standard.
Fender has introduced its newest line of instruments, the New American Professional. This latest release from the company replaces the original American Standard series, but still, preserves the unique signature elements that customers loved from their brand.
The company’s VP of Electric Guitars and Basses, Justin Norvell told Forbes that they’re trying to balance the old and new: “We’ve got these instruments that are sacred, they’re beloved, and we have to balance that knife’s edge of keeping the form factors and everything that we love about them the same and authentic, but at the same time, finding ways under the hood or inside to color inside the lines and modernize.”
According to CEO Andy Mooney, the changes they made were minimal:
“There are not too many things other than the basic form that hasn’t been updated. Anything that’s tactile—the neck shape, the fret heights—have been altered to reflect what we’re hearing back from artists about what they want in a contemporary guitar. Pickups have been changed. We’ve put in features that a lot of pro players have been modding into the guitars. We’ve packed everything into this and customized every model.”
The new series was aimed at giving a new rendition to the vintage American Standard which was born in the 1960s. Young and contemporary players find the new series a good update to the signature guitars and basses. Mooney said that Fender loyalists are adopting the new series, from Bruce Springsteen to Kenny Wayne Shepherd.
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