We Make Guitars

I have a rule: you may not call anything we make a SKU, because you can’t fall in love with a SKU. We fall in love with guitars. We make guitars. That’s a way just to remind ourselves that this guitar may be a project for us, but for somebody else, it’s a ticket out of their crumby town. It’s their counselor. It’s their ear, when they need somebody to be close to them. Others, it’s their “share the joy.” You can be shy and timid and hide behind it and go become a rock star. It’s a guitar. It’s all those things that are now your dreams. It was our dream, now it’s yours, and I can’t wait to see where it goes next.

Brian Swerdfeger, Vice President, Research and Design, Fender

Discern, then Respond

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