- FENDER
- chevron_right HISTORY: 1984-PRESENT
In 1984, CBS decided to sell Fender. Offers came in from IMC (Hondo, Charvel/Jackson) and the Kaman Music Corporation (Ovation). Finally, CBS sold Fender to an investment group led by William "Bill" Schultz in March for twelve and a half million dollars. This investment group formally became the Fender Musical Instruments Corporation (FMIC). As the sale did not include production facilities, USA guitar and amplifier production ceased for most of 1985. It has been estimated that 80% of the amplifiers sold between late 1984 and mid 1986 were made in Japan. Many other amplifiers were from leftover stock. Soon after, a new factory was built in Corona, California, and USA production was restored in 1986.
In 1990, the Fender (FMIC) company built an assembly facility in Mexico to offset rising costs of Asian production due to the weakening of the American dollar in the international market. Fender also experimented with production based in India from 1989 to 1990. The Fender (FMIC) company currently manufactures instruments in China, Japan, Korea, Mexico, and the U.S.
By the early 1990s, Fender had regained their status as one of the top guitar and amplifier manufacturers in the country. Much of this can be attributed to Bill Schultz's aggressive and effective business and production decisions. Fender was one of the first companies to introduce minimum advertised pricing (MAP), which is the lowest price that any dealer advertising Fender products can advertise at. Fender also started expanding their line by buying Sunn Amplifiers in the late 1980s. Many Fender bass amplifiers currently produced today still utilize the Sunn circuitry.
In August of 2002, Fender expanded its power once again by buying the Gretsch company. This buy-out went into effect January 1, 2003. In 2003, Fender aquired the rights to SWR Amplifiers. In 2005, Fender expaned their vast line once again by aquiring Tacoma/Olympia/Orpheum. Fender's line now includes Fender, Squier, Gretsch, Guild, Benedetto, Jackson, Charvel, Tacoma, Olympia, Orpheum, Sunn, and SWR. Bill Schultz also stepped down as CEO of FMIC and Bill Mendello stepped into the position. Schultz remained the Chariman of the Board. On September 21, 2006, Bill Schultz passed away in his Arizona home.
In 2007, FMIC purchased Kaman Music, which includes the brands Ovation, Takamine, Hamer, Applause, and Genz Benz amplifiers.
In 2008, FMIC purchased Groove Tubes and introduced an entirely new line of American Standard guitars that included the Stratocaster, Telecaster, Jazz Bass, and Precision Bass.
In 2009, Fender introduced their new Road Worn Series that features more affordable versions of their popular Custom Shop Relic instruments. The Stratocaster, Telecaster, Jazz Bass, and Precision Bass are all available as a Road Worn instrument. Fender also revamped their Standard line of instruments that are made in Mexico and targeted as Fender's entry-level model.
In 2010, Larry Thomas was appointed CEO at FMIC.
In 2011, Fender celebrated their 60th Anniversary of the Telecaster and Precision Bass models.
In mid-2014, Fender discontinued use of the MSRP pricing and simply went to using only MAP (Minimum Advertised Pricing) or the "Street" price on their amplifier.
(Source for earlier Fender history: Richard R. Smith, Fender: The Sound Heard ´Round the World.)
In 1990, the Fender (FMIC) company built an assembly facility in Mexico to offset rising costs of Asian production due to the weakening of the American dollar in the international market. Fender also experimented with production based in India from 1989 to 1990. The Fender (FMIC) company currently manufactures instruments in China, Japan, Korea, Mexico, and the U.S.
By the early 1990s, Fender had regained their status as one of the top guitar and amplifier manufacturers in the country. Much of this can be attributed to Bill Schultz's aggressive and effective business and production decisions. Fender was one of the first companies to introduce minimum advertised pricing (MAP), which is the lowest price that any dealer advertising Fender products can advertise at. Fender also started expanding their line by buying Sunn Amplifiers in the late 1980s. Many Fender bass amplifiers currently produced today still utilize the Sunn circuitry.
In August of 2002, Fender expanded its power once again by buying the Gretsch company. This buy-out went into effect January 1, 2003. In 2003, Fender aquired the rights to SWR Amplifiers. In 2005, Fender expaned their vast line once again by aquiring Tacoma/Olympia/Orpheum. Fender's line now includes Fender, Squier, Gretsch, Guild, Benedetto, Jackson, Charvel, Tacoma, Olympia, Orpheum, Sunn, and SWR. Bill Schultz also stepped down as CEO of FMIC and Bill Mendello stepped into the position. Schultz remained the Chariman of the Board. On September 21, 2006, Bill Schultz passed away in his Arizona home.
In 2007, FMIC purchased Kaman Music, which includes the brands Ovation, Takamine, Hamer, Applause, and Genz Benz amplifiers.
In 2008, FMIC purchased Groove Tubes and introduced an entirely new line of American Standard guitars that included the Stratocaster, Telecaster, Jazz Bass, and Precision Bass.
In 2009, Fender introduced their new Road Worn Series that features more affordable versions of their popular Custom Shop Relic instruments. The Stratocaster, Telecaster, Jazz Bass, and Precision Bass are all available as a Road Worn instrument. Fender also revamped their Standard line of instruments that are made in Mexico and targeted as Fender's entry-level model.
In 2010, Larry Thomas was appointed CEO at FMIC.
In 2011, Fender celebrated their 60th Anniversary of the Telecaster and Precision Bass models.
In mid-2014, Fender discontinued use of the MSRP pricing and simply went to using only MAP (Minimum Advertised Pricing) or the "Street" price on their amplifier.
(Source for earlier Fender history: Richard R. Smith, Fender: The Sound Heard ´Round the World.)