Fender® Musical Instruments Corporation (FMIC) is the world’s foremost manufacturer of guitars, basses, amplifiers and related equipment.
With an illustrious history dating back to 1946, Fender® has touched and transformed music worldwide and in nearly every genre: rock ‘n’ roll, country and western, jazz, rhythm and blues and many others.
Fender started developing instruments for the student market as early as the mid 1950s, when its no-frills single-pickup Musicmaster and two-pickup 3/4-size Duo-Sonic models were introduced, both with 221/2″ scales until ’65, when they adopted a 24″ scale (and a “II” designation in their name).
An upgrade student model, the two-pickup/24″-scale Mustang came along in ’64 sporting an offset waist and vibrato tailpiece.
In the early 1980s, Japanese labor and production costs were much lower than in America and to compete with the Japanese made guitars, Fender moved the lower priced Fender guitar production from America to Japan.
Fender were also losing sales in Japan to Japanese guitar brands such as Tōkai, Greco and Fernandes, and the establishment of Fender Japan would benefit Fender sales in Japan as well as overseas.
Fender began negotiations with several Japanese musical instrument distributors and reached an agreement with Yamano Gakki and Kanda Shokai to establish Fender Japan.
Fender’s short-scale Mustang Bass, introduced in 1966, was a transitional instrument in many ways.
The next year, it introduced the innovative Bass VI, a true six-string bass guitar tuned an octave low.
The short-lived Bass V, which had a high C string and only 15 frets on its neck, came along in ’65.
Fender® Musical Instrument Corporation and Direct Imports (NZ) Ltd have had an association and partnership for well over 38 years.
Direct Imports is very proud to be the exclusive distributor of Fender® products in New Zealand.
Fender guitars with an “F” logo plate like the one pictured below were manufactured between 19 as long as the plate is original to the guitar.