Fender Relaunched Standard Series – A Major Shift for the Iconic Guitar Brand
Fender has unveiled its highly anticipated Standard Series, a fresh and exciting lineup of instruments , marking a significant change for the iconic American guitar maker. The new series is designed to offer more accessible Fender guitars to a broader audience, offering high-quality instruments for those looking for an affordable Fender experience. Produced in Indonesia, this lineup represents a strong vote of confidence in Fender's overseas manufacturing capabilities.
At the 2025 NAMM show, Fender caught attendees off guard with the launch of this tier of models. The Fender Standard Series, as the name suggests, keeps the specifications simple, but delivers on what players expect from the legendary brand. The series includes the beloved Stratocaster, HSS Strat, Telecaster, Jazz Bass, and Precision Bass. Each model comes equipped with the familiar Modern ‘C’ shaped neck, Fender Standard pickups, and a selection of classic finishes—such as Butterscotch Blonde Tele, Sunburst Strat, and black basses. There are also fresh color options like Aqua Marine Metallic and Candy Cola, adding a new touch of flair to these instruments.
Fender has stated that the Standard Series was “built to accompany players on their formative musical adventures,” offering the playability and tone that has made the brand synonymous with rock & roll. The company describes the series as setting “the standard for the Fender experience,” a message that underscores the emphasis on accessible yet high-quality instruments.
A standout feature of the Standard Series is its consistent price point, reflecting Fender's commitment to providing a reliable and affordable option for musicians. This pricing structure, combined with the use of the "Standard" name, speaks to Fender's vision for the line.
In a recent interview at NAMM 2025, Fender’s Executive VP of Product, Justin Norvell, explained that the concept for this line has been in development for several years. “Squier and Fender used to overlap, but Squier has a ceiling, and the Player Series has become more expensive,” Norvell noted. He went on to highlight that Fender’s mission is to remain accessible to a wide audience. "Fender is supposed to be the 'working man's guitar'—that’s the goal," he said. "We wanted to create an instrument that bridges the gap between Squier’s Modern Classic series and the more expensive Player series."
Norvell also acknowledged the rising challenges of affordability within the Fender lineup, particularly as even the brand's Mexican-made models have increased in price. The Standard Series addresses this gap, providing a Fender-branded guitar for under $1,000.
With the new Standard Series, Fender has found a way to maintain its legacy while adapting to the needs of today’s players, offering a feasible solution for those who have long sought an affordable, authentic Fender guitar.