Fender Contemplated Replacing Squier Line but Ultimately Chose to Keep It

Fender Considered Replacing Squier Line but Decided Against It

Despite the recent introduction of the Standard Series—Fender’s latest budget-friendly guitar range—the iconic brand has no plans to retire its long-standing Squier sub-brand. According to Justin Norvell, Fender’s Executive Vice President of Product, the company explored the possibility of unifying its affordable guitar lineup under the Fender name but ultimately recognized the significant value and loyal fanbase of the Squier brand.

Introducing Fender’s Standard Series

Fender unveiled its Standard Series at NAMM in January, marking the company’s first Fender-branded guitar line to be produced outside the U.S. and Mexico since the Modern Player series debuted over a decade ago. The new lineup, set to launch in April, offers guitars at a price point of $599.99, aimed at filling a gap in the market for both young musicians and seasoned players seeking a reliable secondary instrument.

Speaking with MusicRadar, Norvell emphasized that the development of the Standard Series was not purely a business-driven decision but rather an effort to meet the needs of guitarists looking for high-quality yet affordable instruments.

“It’s not about a price point or filling a hole in a business term,” Norvell explained. “It’s about, ‘I’m a kid guitar player or someone that wants a second guitar and I don’t wanna buy super high-end, but I want a rock-solid, reliable name-brand guitar.’ And we didn’t have that.”

Fender’s mission, he continued, is to serve musicians at all levels, and the company recognized that it had been lacking a mid-tier offering that met those expectations.

Fender vs. Squier: A Key Distinction

The introduction of the Standard Series sparked discussions among musicians and critics, with some suggesting that these new guitars were simply Squier models bearing the Fender logo. Addressing this, Norvell clarified that the Standard Series was designed without the typical limitations that define Squier instruments.

“This guitar was designed with the price thing removed, basically,” he stated. “So it was like, ‘What is the best guitar that we can make with this partner, in this facility, that would be worthy of the Fender name?’ The guardrails that almost keep something Squier were off, but we were still conscious of what was above it and what was below it and what would make sense. It really was a clean slate.”

The Future of Squier

While Fender did consider a potential restructuring of its affordable guitar lineup, the company ultimately determined that Squier remains an essential part of its brand identity. The sub-brand has built its own reputation and enjoys a strong following among musicians worldwide.

“I think everything is a discussion. We’re open enough as a company and we listen enough to think about it,” Norvell shared. “But there’s so much equity in the Squier brand name. There are people that love Squier. There are people that proudly play Squier over Fender. Squier, on its own, is one of the biggest electric guitar brands, so it would be crazy to get rid of that.”

With that in mind, Fender remains committed to maintaining both the Fender and Squier lines, ensuring that players across all levels and budgets have access to high-quality instruments.