Why doesn't Fender.com tell customers where the guitar was manufactured?

[InkStained]

... Country of origin isnt an advertising advantage ...

Except, of course, when it is. Fender prominently includes the word "American" in the names of its American-made instruments because having a made-in-America product is important to some players -- not all, but some. It matters to those people.

Examples: American Standard, American Special, American Vintage, American Deluxe, American Elite, etc. I could go on.

And obviously, the company is more reticent -- not misleading or dishonest, just reticent -- about the origin of other guitars. It doesn't call its Standard models "Mexican Standards."

So yeah, sometimes we make too much of countries of origin. And sometimes we recognize legitimate differences in quality, price points, features, spec arrays, etc.

But there are good reasons for Fender -- and any gear producer -- to emphasize the American origin of U.S.-made products. For some people, it simply matters.

 

[Syd Lennon]

"Made in USA" used to be the golden standard of quality, when both small manufacturers and large corporations had an equitable and prosperous economic landscape to operate within. It was booming with competition because it was the best place in the world to operate just about every industry, and top-of-the-line products became the consistent symptom. Over the years though the USA has become a stifling wasteland for so many industries. Outsourcing/downsizing etc. became a common option to stop the bleeding, and the quality of craftsmanship has suffered as a result. It's hard to get over the marketing mantra "USA is great; China is cheap" because we've all been hearing it and seeing proof of it since we were kids, even if you're from a western country that isn't the US. The bar for guitar quality was set so high by the US consumerism boom of the 50's. It's hard for me to think of what country would be better without researching the manufacturing standards of other factories in other parts of the world; it's almost scary; "USA made" was such a simple solution. It's where electric guitars were invented! It should be the best place forever! It's not the same anymore-- admit it, but I completely understand the comfort of wanting to see the "USA made" label.

 

[InkStained]

I completely understand the comfort of wanting to see the "USA made" label.

It's not "comfort;" it's an indisputable fact. At least in the arena of guitars, American-made is better, *objectively* better, period, full-stop. I know that will strike some as controversial, but it's true, nevertheless.

Vintage, reissue vintage, custom shop, boutique: You name it; the guitars players want, whether they can afford them or not, tend to be made in the United States. Heck, even Chinese consumers prefer American-made products. And who can blame them?

There are decent guitars made in other countries. I used to own an MIM Tele, and it was fine. And I think there should be budget-oriented axes for players who can't afford better instruments.

But let's stop kidding ourselves. American is better.

 

[Otto Tune]

They may also have products made in several countries. China/Indonesia.
I agree, Fender doesn't want that to be a talking point.

 

[T Prior]

there are good reasons for Fender -- and any gear producer -- to emphasize the American origin of U.S.-made products. For some people, it simply matters.

I'm one of them

Funny thing when we talk guitars we brag on the MIM or made in China tag, and how great they are, but gosh darn if you buy a MIM Blues Jr or HR Deluxe you are doomed ! If selling one, the first question is, "where was it made ". Odd.

 

[colchar]

It's not "comfort;" it's an indisputable fact. At least in the arena of guitars, American-made is better, *objectively* better, period, full-stop. I know that will strike some as controversial, but it's true, nevertheless.

No, it is not. There are amazing classical guitars made outside of the US. Godin (across its various lines) makes excellent guitars at all price points right here in Canada. Larrivee also made great guitars here in Canada. There are other great manufacturers here just as there are elsewhere in the world.

To say that a guitar is automatically better just because it is made in the USA is simply ridiculous.

But let's stop kidding ourselves. American is better.

Stop kidding yourself because US made is not, necessarily, better.

 

[colchar]

They may also have products made in several countries. China/Indonesia.
I agree, Fender doesn't want that to be a talking point.

Aren't there some Fender branded guitars made in Asia?

 

[beagle]

All Fenders are imports, so I don't let where they are made/assembled cloud my judgement at all. I still think that the best 'Fender' guitars were made in Japan.

If I got all patriotic I'd have to play a Burns and even they are made in Asia now I think.

 

[AndrewG]

And it is getting harder because some MIM guitar prices are approaching MIA prices at times.

A Roadworn is more expensive than an American Special in England-by £200!

 

[AndrewG]

They price the location, so why not show it? I'd also suggest they mark their import manufacturing plant by facility with clear serial number formats that they provide cross references for. There will definitely be a frenzy of collecting guitars from certain factories and that will directly cause the other factories to up their quality game.

Look at how some employee signature marks have been identified by buyers and nearly turned a few of them into mini-celebrities (Abigail wound pickups and the guy that routed a lot of Fender bodies R- or F- or something). Marketing department gold in that where they seem to instead spend their time selling the merits of tone wood. Any company can buy tone wood. Only that one company has 'Abigail' as their craftsperson.

Except that she isn't any more a 'craftsperson' than the next lady in the factory winding pickups to Fender spec. I never understood the hype. Still, if it got more suckers paying over the odds for a stock pickup with 'Abigail' written on it why should I care!

 

[3-Chord-Genius]

Ok, I'll bite. Who cares what country its made in?

And here's a hint- for the guitars, if it doesn't have "American" in the name, e.g., American Standard, American Elite, American Vintage Re-issue, it isn't made in the USA.

I was just going to say that. Why does it matter? Are there people who will find a guitar that matches the specs they're looking for exactly, with a great price, but will change their minds when they discover it's not made where they thought it was?

 

[3-Chord-Genius]

But let's stop kidding ourselves. American is better.

I had a 1982 Gibson Les Paul Custom in white. The binding was cut wider than the channel on the body it was supposed to fit into. It stuck out around the edges. The neck was awful - I could never understand what was wrong with it, but it played weird - I could not get pick harmonics out of it for some reason. The guitar sucked. I had two Ibanez guitars around that same time - both kicked the Gibson's arse. About 2 years ago I purchased a Chinese fake Les Paul... same deal. I wish the American-made Les Paul I had was of the quality that the Chinese fake exhibited.

I think America learned its lesson in the 1970's when the three big auto manufacturers laughed at the notion of a Japanese automobile. Either Ford or Chevy (I forget which) deemed a 10% rate of cars being returned to the dealership for defects as "acceptable". They were arrogant and ended up getting their arses handed to them by Toyota and Honda. American manufacturers are only better when pressure is put on them.

 

[AndrewG]

It's not "comfort;" it's an indisputable fact. At least in the arena of guitars, American-made is better, *objectively* better, period, full-stop. I know that will strike some as controversial, but it's true, nevertheless.

Vintage, reissue vintage, custom shop, boutique: You name it; the guitars players want, whether they can afford them or not, tend to be made in the United States. Heck, even Chinese consumers prefer American-made products. And who can blame them?

There are decent guitars made in other countries. I used to own an MIM Tele, and it was fine. And I think there should be budget-oriented axes for players who can't afford better instruments.

But let's stop kidding ourselves. American is better.

I take it you never played any guitars made by European builders then? Also how about, for example, Yamaha-their SA2200 (hand built in limited numbers in the Hamamatsu custom shop), semi is head and shoulders a far better instrument in every department than any Gibson equivalent; and it's cheaper than a 355, its nearest rival in terms of spec. And let's not forget that the CNC machine our Telecasters are built with doesn't know if it's in China or America...
Here in England Hugh Manson builds superlative guitars-and has done set ups on many of mine:
http://www.mansonguitars.co.uk/#!untitled/zoom/ckee/imagej6u

 

[beagle]

There are decent guitars made in other countries. I used to own an MIM Tele, and it was fine. And I think there should be budget-oriented axes for players who can't afford better instruments.

But let's stop kidding ourselves. American is better.

Too funny for words. I could easily afford a US guitar, I just wouldn't spend hundreds of quid more than I need to just to have Made In USA written on it. Perhaps we only get the second grade US gear over here, but the ones I've tried have ranged from nothing special to were they drunk when they built this? I have to wonder about quality control at the factory.

 

[Guitdrum]

I'm as red white and blue as the other guy, but I would not say America makes a better product especially instruments. Not right now at least.
I get a good feeling buying an American made guitar or drum kit cause I'm American but I absolutely love my Epiphones made in Korea just as much..
Question for you.
Seems to me that the Mexican assembled Fender guitar gets more props than any other non- USA made.
So if Fender marketed a "Mexican" Standard as prominently as they do for an American, do you think that they would sell more?

 

[Count]

If it's all made in a particular country then have made in wherever on it but these days of world sourced parts it should probably read assembled in where ever. To most of us the argument about whether American is better is somewhat bemusing when our main sources of high quality instruments are countries other than the USA. American Fenders have to compete with instruments of the same or higher quality and the name does not really have the same cachet for us as it does in North America. To be honest, USA manufacturing standards do not have a great reputation outside of the USA. Some may get offended at that statement and I'm sorry if you are but there are many Fender guitars and amps made in countries in Asia that are faultless in quality.

 

[hellopike]

Let's hear it for Jingoism! Rah rah rah. Blah blah blah. This thread is doomed to be shut down, because if we get into the "made in USA" is better, or used to mean something, or whatever we need to talk about capatlism, big business, greed and politics to adequately Get to the bottom of it. And that's a no-no. And I dunno about you, but I come here to talk about guitars. You can get top notch quality guitars anywhere in the world, provided the talent, and technology to do so exists in that place. And most importantly, the contract to manufacture them with the highest quality components exists. Because bottom dollar, that's hat it comes down to... The bottom dollar. No matter where things are built.

 

[boris bubbanov]

I'm one of them

Funny thing when we talk guitars we brag on the MIM or made in China tag, and how great they are, but gosh darn if you buy a MIM Blues Jr or HR Deluxe you are doomed ! If selling one, the first question is, "where was it made ". Odd.

Not odd.

Could just be my personal taste, but if I was handed Fender guitar from any country, I might wince but I'd be able to get the job done. I frankly see a pretty dramatic chasm between the USA tube Fender amps I like and all the other amps Fender markets from other countries. Guys can brag on their MIM guitar or bass because it is so similar (the differences are more Specifications than anything else), or their Squier CV, but if you change the subject to the amps, ain't nobody actually saying these imports are a match. There's where a lot of catching up still hasn't happened.

This is why I tell folks on an extremely limited budget, make sure you get all the amp you need before splurging at all on the guitar choice.

 

[Marvin84]

Hmm, I haven't noticed that until now. Isn't there any way to get that information?

 

[boris bubbanov]

Too funny for words. I could easily afford a US guitar, I just wouldn't spend hundreds of quid more than I need to just to have Made In USA written on it. Perhaps we only get the second grade US gear over here, but the ones I've tried have ranged from nothing special to were they drunk when they built this? I have to wonder about quality control at the factory.

FMIC basically flooded the UK market with MIJ guitars and kept doing that for decades, until the early 2000s when they started scaling back a little. The selection was better, the prices were more competitive, and I sincerely believe had I lived in the UK in those days I would've owned mostly or possibly all MIJs. The "premium" to demand some other source was just too high; in some cases seriously high. This pattern also applied to AUS, NZ, Hong Kong, basically all the old Crown Countries except Canada. There was a penalty if you insisted on playing Fenders not from Japan, in these places; simple as that.

And in that setting one is bound to develop an affinity for the instruments we are constantly around. That's why I've gotten so smitten with these Squiers from Indonesia (I have over 30 of them) and the MIM guitars (I have about 30 of those, too). They are what we find in stores and what we seldom find these days are MIJs. A little more populations of MIJ Fenders on the East and West Coast USA but in the Heartland and in the Deep South, MIJs are scarce and people don't develop a taste for things they can't find when they want a guitar.

With kindest regards you're predisposed to keep liking what you've known. I do wonder sometimes if UK folks, AUS folks, etc., will accept any USA Fender since it is such a burden to locate a replacement or to return a bleah one. I would say the astute USA Fender buyer in the USA can run the racks and cherry pick the best one from more examples than you can get to. I would also say the quality of these has steadily improved and so the need to run the racks is not as strong as it was 10 years, 15 years ago. It could be to the point in the USA, you would order the USA on the Internet but you'd still run the racks and find among huge stocks of MIMs, the one that's on par easily with the usual USA example.