The folks at Fender told me about a new series that they are producing called the American Performer. They really covered the bases in terms of marketing on the web. There is coverage everywhere on this product launch.
From Fender’s news release:
Handcrafted in Corona,Â Calif.,Â the American Performer Series elevates the standards of performance-grade instruments for artists, makingÂ deliveryÂ seamlessÂ on stage,Â soÂ playersÂ can focus on their art and sharing that in its finest form.Â FeaturingÂ 98Â SKUs, theÂ AmericanÂ Performer Series brings theÂ Jazzmaster, Mustang and Mustang Bass intoÂ theÂ US-madeÂ line in theÂ $1,099.99 – $1,199.99Â price range.Â After listening to direct feedback from artists, productÂ developmentsÂ focusedÂ onÂ creating solutionsÂ for performers. New features include:Â Yosemiteâ„¢Â pickupsÂ officially introduced for this line;Â patent-pendingÂ DoubleTapâ„¢Â humbucking pickups;Â ClassicGearâ„¢ tuning machines;Â special circuitryÂ andÂ enhanced electronics; a 70s style logo in silver on allÂ models; anÂ oversized ”˜70s headstock on Stratocaster models,Â as well asÂ fiveÂ brand-newÂ glossÂ colors and two satin finishes.
Guitar Center put up a video covering the American Performer Tele.
The Strat, pictured above, is my favourite given the limited colour choices for that model. That said, I am not a particular fan of the 1970s style headstock. These are not custom shop instruments mind you. You buy them off the rack as is for a reasonable price. Nice to see them being made in California.
You can take a look at the series on the Fender storefront here.