Fender Does Away with MSRP

As of July 7, FMIC will cease the use of “Manufacturer Suggested Retail Prices” (MSRP) on any Fender-branded products in North America.

A representative for the company stated, “In an effort to reduce confusion in the marketplace, FMIC has decided to eliminate the MSRP and use solely the advertised price.” Fender’s stance is that MSRP has evolved to now exist in a “secondary role” to MAP and, as such, is “extraneous.”

Though the company, itself, will stop referencing MSRP in July, Fender is working with its retailers to phase out MSRP references by the end of the year.