Know Your Gear Podcast: Why Fender's New Guitar Line Failed / Building A Brand Vs Destroying It

Host: Phillip McKnight
Release Date: February 7, 2025

Introduction

In episode 399 of the Know Your Gear Podcast, host Phillip McKnight delves deep into the reasons behind the failure of Fender's new guitar line. The episode, titled "Why Fender's New Guitar Line Failed / Building A Brand Vs Destroying It," not only dissects Fender's missteps but also explores the broader theme of brand building versus brand dilution in the guitar industry.

Fender's New Guitar Line: A Critical Analysis

Phillip begins by addressing a question from Mr. Mont about why both Gibson and Fender ventured into creating guitars to compete with their own budget brands, essentially experimenting to gauge the value consumers place on brand names.

Key Points:

• Corporate Motivations: McKnight asserts, "They're both basically corporate entities that are in it for the money. They make things we love, but there's a fine line between passion and profit" (02:15).

• Fender Standard Series Critique: He expresses perplexity over the Fender Standard Telecaster and Stratocaster, which are manufactured in Indonesia (specifically the Cortec factory) and priced at $599. Despite competitive specs mirroring higher-end models, the reception has been lukewarm.

  "Everything else fell short. And, you know, I'm curious to see... I really feel like the end result is this line does amazingly and it becomes the hottest seller." (25:40)

• Comparison with Competitors: McKnight compares Fender's offerings with competitors like GNL Tribute, Ibanez AZ, and PRS Satin 24, highlighting that many competitors offer similar or better specifications at competitive price points. For instance, a GNL Tribute is available for $549 compared to Fender's $599, yet doesn’t offer significant enhancements in materials or components.

  "They didn't try at all. They picked a great manufacturing facility and the price point's not horrible. But everything else fell short." (29:50)

• Material and Manufacturing Shortcomings: Despite using materials like Indian rosewood fretboards and benefiting from manufacturing in Indonesia instead of China, McKnight criticizes the lack of effort in quality enhancements. He emphasizes that while the price point is appropriate, the guitars feel like the "cheapest thing they could make."

  "Everything else fell short. The guitar just didn't feel great beyond the specs." (35:10)

• Brand Value vs Quality: McKnight discusses the importance of brand perception, suggesting that Fender's attempt to penetrate the budget market diluted its brand value. He contrasts this with PRS, whose higher-end models maintain quality without overextending into lower price brackets.

  "Brand value is a reminder of what you're going to get before you purchase it. Fender's latest attempt didn't uphold that expectation." (42:25)

Listener Questions and Discussions

Throughout the episode, Phillip addresses various questions from listeners, offering insights into topics ranging from guitar setups to amplifier tweaks. Here are some notable discussions:

1. Guitar Setup and Maintenance

• Static Electricity Issues (Farad, 1:22:30):

  Farad inquires about static pops when moving along the neck. McKnight explains that static issues often arise from environmental factors like dry climates and suggests practical solutions such as using unscented dryer sheets or specialized static guards.

  "Static charges are a common issue, especially in dry environments. Using static guard sprays or unscented dryer sheets can mitigate these problems." (1:22:45)

• Truss Rod Problems (Dan, 1:05:10):

  Dan asks about a Gibson truss rod spinning inside the neck, which McKnight confirms is possible. He advises consulting professional guitar techs or using truss rod rescue toolkits for repairs.

  "If your truss rod is malfunctioning, it's best to reach out to a professional technician to avoid further damage." (1:05:35)

2. Pickup Insights

• Pickup Resistance and Temperature (JD, 1:15:20):

  JD's question about whether pickup resistance varies with temperature leads McKnight to explain that while resistance does change slightly, it doesn't significantly affect tone compared to other factors like pickup placement and magnet type.

  "The resistance change due to temperature is minimal and doesn't notably impact the overall tone." (1:15:55)

• Active vs Passive Pickups (Video Games, 1:40:10):

  Discussing foundational pickup types, McKnight identifies four main humbuckers—PAF, JB, Super Distortion, and TV Jones—and explains how active pickups like EMGs differ by using preamps to boost signal rather than relying solely on the pickup's inherent power.

  "Active pickups like EMGs use preamps to enhance their signal, which differs fundamentally from passive pickups that rely on their winding and magnet strength alone." (1:40:30)

3. Acoustic Guitars for Various Climates (Destructo, 1:35:50):

Destructo seeks advice on purchasing an acoustic guitar suitable for Midwest climates. McKnight recommends opting for laminate construction over solid bodies for better durability against varying weather conditions.

"Laminated tops and bodies are preferable for traveling and outdoor use as they better withstand changes in weather." (1:35:55)

4. Brand Comparisons and Value (Eli, 1:50:25):

Eli questions the value of chasing the perfect neck and whether it pigeonholes players into specific specs. McKnight advises focusing on personal playability preferences rather than adhering strictly to idealized specifications.

"Play what you like. Falling in love with specific neck types can limit your choices, but playing what feels comfortable is paramount." (1:50:45)

Poll Results and Community Insights

Towards the episode's end, Phillip conducts a poll asking listeners whether the country of origin or the materials used in guitars matter more. The results were substantial, with 80% favoring material quality over manufacturing location.

"1,244 votes with 80% saying materials matter the most, 20% favoring country of origin." (1:55:10)

McKnight acknowledges this alignment with his own views, emphasizing that while manufacturing origin plays a role, the quality of materials used is paramount in delivering superior sound and durability.

"I'm glad I'm not out of touch with you guys. I agree that materials hold more significance." (1:55:45)

Concluding Thoughts

Phillip wraps up the episode by reiterating the importance of quality materials and thoughtful brand strategies. He contrasts Fender's misstep with other brands that successfully balance cost and quality without diluting their brand value. Additionally, he teases upcoming content, including a deep dive into Marshall JCM 900 amps and a vintage guitar analysis with a unique twist.

"Building a brand requires maintaining quality standards. Fender's attempt with their standard series faltered because they compromised on key elements that define their brand." (2:00:00)

Phillip encourages listeners to engage with the community, seek quality gear within their budgets, and appreciate the nuances that differentiate reputable brands from those that may not live up to their legacy.

Notable Quotes

• On Corporate Motivations:

  "They're both basically corporate entities that are in it for the money. They make things we love, but there's a fine line between passion and profit." (02:15)

• On Fender's Execution:

  "They didn't try at all. They picked a great manufacturing facility and the price point's not horrible. But everything else fell short." (29:50)

• On Pickup Resistance:

  "The resistance change due to temperature is minimal and doesn't notably impact the overall tone." (1:15:55)

• On Brand Value:

  "I'm glad I'm not out of touch with you guys. I agree that materials hold more significance." (1:55:45)

Conclusion

This episode of Know Your Gear Podcast offers a comprehensive analysis of Fender's strategic missteps in launching a budget guitar line. Phillip McKnight combines technical expertise with insightful commentary, making this episode both informative and engaging for guitar enthusiasts. By addressing listener questions and conducting community polls, McKnight ensures that the discussion remains relevant and responsive to the audience's interests.

Whether you're a seasoned guitarist or a hobbyist, this episode provides valuable lessons on balancing brand integrity, quality, and cost, urging both manufacturers and consumers to prioritize what truly matters in the craft of guitar making and selection.