Earlier this fall, FMIC introduced the second generation of the brand’s wildly popular American Professional Series. Executive VP, Fender Products, Justin Norvell walks us through the many changes and improvements to the line.
In 2019 Andy Mooney noted that Fender was “cutting the life-cycle for products to four years as opposed to seven.” Given that the initial American Professional line launched in 2017, was that the main catalyst behind launching the American Professional 2 Series at this point in 2020?
We’re still holding to the same timeline. We actually released the Am Pro I in December of 2016 before NAMM, so launching Am Pro II in Q4 of 2020 is right in the pocket and to the plan.
Let’s talk about the new colors and the relation of some to automobile paint finishes – a tradition/aesthetic going back to the ‘60s.
Yes, while many guitars in the `50s were more natural and burst finishes, Leo leaned into car colors – all of the famous vintage Fender colors, including Surf Green, Fiesta Red, Shoreline Gold, and more that can be found in old car catalogs. We’ve continued to find the “guitars and cars” relationship symbiotic, and still pull from that for inspiration. Miami Blue has a foundation as a contemporary car color. That said, we usually alter the formula to look its best. Cars are usually seen outdoors in UV light (sun), and guitars are seen in incandescent or fluorescent light, which affects how the color “pops,” so we customize formulations for that.
In general, there’s a heavy emphasis on colors and finishes at Fender. What drives that focus?
A guitar is a personal statement. You wear it on your body rather than sitting behind it with some other instruments. Color is a way to remain current and vital, as well as appealing to a wide variety of players, and color has just been a huge part of our history. It’s part of our DNA!
Pine has a history with early demo models of the Tele and has been used by Fender in the past. What’s behind the resurgence of pine with the “roasted pine” (and sunburst and butterscotch) in the American Pro 2 Series?
Some of the resurgence is due to the impending extinction of American Swamp Ash which has been very popular for Fender. If not ash, then what other woods could we use? We have been experimenting for years with different species, but pine has historical precedent. Torrifying the wood – “roasting” – helps mitigate potential softness and weight as well as tonal benefits.
I recall the excitement behind the original V-Mod pickups a few years ago – in what ways are V-Mod 2 PUs “improved” or at least changed?
They have different bobbins, some adjustment to wire and winds and more – the secret sauce!
How about the new double tap humbuckers?
Double tap allows for a true single coil sound when splitting the Humbucking pickup, which is just more tonal options, and something that the Am Pro previously didn’t have!
Similarly, the “C” shape necks of the previous generation were highly touted, but have also been somewhat altered – can you talk about what’s been improved upon?
Based on the success of the Ultra, we have increased the “rolled edges” on the fretboard for comfort and ease of playability, as well as moving to the contoured neck heel.
Are there any specific challenges to launching a whole new/updated line during such a strange year (lockdown/pandemic)?
Absolutely! It was twice as difficult – people working from home, having to implement social distancing and safety protocols in the factory while trying to get these into production. It’s a testament to the team that we pulled it off!
Rumors started spreading back in late July and early August that Fender may be retooling the American Professional series. That speaks to keen brand interest and devotion – I’m guessing that must feel pretty good?
We are appreciative, but don’t take it for granted at all. We work very hard and keep our eyes and ears open, listening to artists, dealers, and customers, and a good amount of the success is us taking that market feedback to heart and implementing it. “Give the people what they want!” It’s not just paint, necks, and pickups. We have all new bridge designs as well. We go deep when we evolve these instrument platforms and that effort and work resonates.
Any specific info to share with MI dealers on benefits/upsides their businesses may expect as a result of the new American Professional 2 Series?
We not only have a great lineup of guitars, but will be unveiling a massive marketing campaign built to drive customer excitement and get people going to stores to check them out.
