The Making of Fender American Ultra Series (Short Documentary)

The Making of Fender American Ultra Series (Short Documentary)

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The Making of American Ultra Series

Step inside Fender’s Corona, California factory with Justin Norvell, EVP of Product, for an exclusive look at the craftsmanship and design behind American Ultra series. Their most advanced series of electric guitars and basses.

“Our instrument platforms have always evolved and moved, they’re not set in stone, everything changes and everything evolves. We’ve always just been pushing forward for what musicians need today, that totally speaks to the spirit that goes all the way back to origins of Fender.”

The evolution of this series was something that took several years. Every piece of these instruments it resonates that makes something magic. The goal of this series is to create an instrument of immediate and maximum inspiration making the guitar not be in the way.

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