Focus On: Squier

History

Squier is a subsidiary of Fender and represents their entry-level models many of which are direct and accurate reproductions of classic Fender guitars and basses. The Squier range is made under licence from Fender and was introduced in 1982 at the time Fenders market share was being challenged by imported Japanese Fender copies that included brands such as Tokai. Many experts believed that during the late 1970s Fenders guitar quality had fallen compared to previous standards and that they had become complacent with their product range.

In some cases the new Japanese imports played and sounded better than actual Fender models of that era. Also, thanks to low labour rates in Japan, the imported models were only a fraction of the price of the Fender equivalents. It was this that spurred Fender into action to address the situation. Hastily they negotiated a deal with a Japanese guitar manufacturer to make entry-level copies of some of the most popular Fender models and used the Squier brand to market and promote them.

The first Japanese produced Fender guitars were the Squier JV-Series which were very accurate reproductions of classic 1950s and 1960s Fender models and were soon followed by the SQ series which were copies of some of the most popular 1970s models. Early models used the Fender logo with a small "Squier Series" affix under the main logo. This was soon reversed to read "Squier" as the main logo and "by Fender" as the affix.

Differentiators

The main differentiator between Squier and its bigger brother Fender is quite obviously the price point. Squier instruments, although meticulously crafted as Fender reproductions, have a much lower entry-level price point. This is achieved by having the guitars manufactured in economic markets such as China, where labour costs are low.

There are also a few specification differentials including the types of raw materials used and the model of pick-up. Apart from these points, however, the Squier instruments remain faithful to Fenders original design spec. In more recent times, Squier have taken a leaf from the Fender handbook and commissioned Custom designed models for popular recording artists and endorsees, which have subsequently been released as commercial models for the general public.

Squier Today

Today Squier have an extensive range of guitars, basses and acoustic instruments. They continue to offer accurate reproductions of some of the most famous Fender products, whilst also creating their own niche market for Squier designed instruments that are often based around existing Fender body shapes, but with alternate styles of pick-ups or colour designs.

Some of the most recently released models are the Squier "Classic Vibe" series
that successfully marries classic Fender designs with some of the most
up to date features. Squier continues to grow and prosper.
Many novice musicians start their career by playing a Squier
guitar before perhaps progressing to a full blown Fender
instrument. The Squier brand is currently manufactured
in China and Indonesia.