For more than forty years, Fender guitars and amps have had a great influence on the way the world writes, listens to, and plays music.
In the 1940's, a Californian inventor named Leo Fender had made some custom guitars and amps in his radio shop. Soon, Leo would create the world's very first instrument amps with built in tone controls.Leo's vision was that of better guitars for everyone. With his knowledge of existing technologies, he knew he could improve on amplified hollow-body instruments,so he did. In 1951, he introduced the Broadcaster, the prototype solid-body guitar that would eventually become the fine Telecaster. The Tele, as it became known, was the first solid-body electric guitar ever to go into commercial production. Soon to follow the Tele were the Precision Bass guitar in 1951, and the Stratocaster in 1954.
In 1965, because of poor health, Leo Fender sold his company to corporate giant CBS. Over the next 20 years, Fender experienced some large growth. But as time wore on, CBS's lack of commitment and real understanding of music and musicians was becoming obvious.
In 1981, CBS recruited a new management team to "re-invent" Fender. William Schultz was soon named President, and was supported by William Mendello and Kurt Hemrich. They developed a five-year business plan based on the idea of increasing Fender's position in the marketplace by drastically improving quality and making a significant commitment to research and development. This association continued until CBS decided to divest itself from the non-broadcast media business.
In 1985, a group of workers and investors led by William Schultz purchased the company from CBS. This sale put Fender in the hands of a small group of musically dedicated people who had committed their lives to crafting the world's best guitars and amplifiers.
The team had to start from scratch, there were no buildings or machines included in the deal. They owned just the name, the patents, and the parts that were left over. Supported by a core group of loyal employees, dealers and suppliers - some of whom had been with the company since Leo Fender began making guitars and amplifiers - Bill Schultz and his colleagues started to re-build an American icon.
Initially, Fender imported their guitars from offshore manufacturers who had proven their ability to produce affordable, viable instruments. But the quest for even more control over quality soon led to the construction of Fender's flagship domestic factory in Corona, California. Eventually, Fender would build a second modern manufacturing facility in Ensenada, Baja California, Mexico, with the goal of being able to build quality instruments and offer them at more budget-oriented prices.
In 1987, Fender acquired Sunn, a storied line of amplifiers whose past endorsees have included The Who, Jimi Hendrix and The Rolling Stones. This started Fender's re-entry into the amplifier business by making accessible Sunn's manufacturing facilities in Lake Oswego, Oregon.
Fender has always recognized the importance of an open-door policy for the professional musician. When artists first started requesting specific features for their guitars, they were accommodated on an individual basis. These relationships led to the formalizing of Fender's custom operation in 1987. Today, the world's greatest guitarists work with the renowned Fender Custom Shop in Corona, California, to create their dream instruments. Recently, Fender has added amplifiers to the list of custom-made instruments that can be produced at the Custom Shop in Corona.
In 1991, Fender moved its headquarters from Corona to Scottsdale, Arizona. From here, administration, marketing, advertising, sales and export teams oversee the operations of Fender's satellite facilities around the world, which now include the locations in the United States (California, Tennessee, New York and Rhode Island), as well as international operations in Ensenada, Baja California, Mexico London, England Dusseldorf, Germany Suresnes, France Brussels Japan Korea and China.
Also brought to Scottsdale at this time was Fender's Amplifier and Pro Audio Research & Development. With guitar amplifiers, Fender sets the standard for sound and value. In late 1992, the Amp Custom Shop was opened in Scottsdale, Arizona, to offer custom and limited editions of professional amplifiers for working musicians.
Noticing that country music and acoustic guitars were increasing in popularity, Fender expanded upon its acoustic guitar line. The company has become the exclusive North American distributor of the great Manuel Rodriguez line of nylon-stringed guitars, which have been hand-made in Spain by the Rodriguez family since 1905. These additions have put the company in an excellent position for growth within the acoustic guitar market.
Founded in a loft in New York City in 1952, Guild Guitar Company continues to be known for its quality instruments and exceptional value. Faced with financial troubles in the early 1990's, Guild management decided to sell the company. Fender bought Guild in 1995, signaling a return to ownership by a group of people dedicated to producing the finest value in American-made acoustic and electric guitars. Today, Guilds are still being produced at its historic, 60,000 square-foot facility in Westerly, Rhode Island.
1998 would prove to be a banner year for Fender. With Fender amps once again enjoying a very strong presence in the market place, it was now time to dust off the Sunn line of amps. R&D had spent the previous three years studying the original Sunn products and developing prototype models that faithfully replicated the trademark Sunn sound. The timing was great, and Fender introduced the new Sunn line of amps to an immediate industry acclaim.
In 1998, Guild expanded its Custom Shop in Nashville, Tennessee. First opened in 1996, the new Guild Custom Shop has an 8,000 square-foot , climate controlled facility near downtown Nashville that allows a great deal of extra space for production and storage of raw materials.
Guild also brought to light the DeArmond guitars in 1998. Fender purchased the DeArmond brand of instrument pickups in 1997, then combining the company with Guild to produce an alternative line of high quality, affordable guitars and basses that are crafted after Guild designs. The guitars are built and assembled in Korea before being sent back to Corona, where they are fitted with American-made DeArmond pickups. Following their successful test runs in European and Asian markets, DeArmond guitars were introduced to American and Canadian consumers and received instant acclaim as an exceptional value.
But the biggest event for Fender in 1998 was the opening of its new top notch manufacturing facility in Corona. The 177,000 square-foot facility was constructed on a nineteen acre site, with over half of that space set aside for future development, and is the culmination of a vision that at times seemed distant, if not impossible. The line of American-made Fender guitars are built solely at the Corona factory, which is able to make over 350 guitars each day. In addition, the Corona facility utilizes the innovative UVOXÔ system, which combines ultraviolet light, a special scrubber process, and a carbon bed absorption system to help ensure that the air exiting from the factory is 95% clean. The new factory is not only a state-of-the-art manufacturing facility, but a tribute to how a group of modest artists, when they set their minds to it, can create the "impossible".
The Fender Custom Shop also has some room at the new facility. Over 50 artisans now work at the Custom Shop, offering the world's greatest custom made instruments to professional musicians, as well as a complete line of hand-made replications of classic Fender models. Also, the amp Custom Shop was brought back from Scottsdale and folded into the guitar Custom Shop.
Also, a new 70,000 square-foot addition was finished at the Ensenada facility. The extra space was brought forth to boost amp quality, performance, quantity, knowledge, and distribution.
During the past decade, Fender has grown drastically in sales and stature. The company manufactures and distributes virtually everything that a guitarist (and bassist)needs to perform, from the guitar, strings and accessories, to the top notch audio products including amps and live sounds and effects. Today, Fender is a world leader in the manufacturing and distribution of all sorts of guitars and amps.
Fender became the world leader by designing the sounds we hear and creating quality products. As Fender made its way through the 1990's and into the 21st century, its management team is maintaining Fender's 1st rate status through a winning combination of business acumen and a love of music.
Research from:
Fender.com
Musiciansbuy.com
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