Fender to sell direct...

[lespaul6]

I believe they are starting with guitars made to your custom specs... is this the model of the future and does this spell the end for dealers?

 

[Kelly]

I think it's more streamlining by the new CEO. It's kind of ridiculous to have 140 models of the Stratocaster when other companies (like Suhr) let you order a guitar with the options you want.

 

[neilli]

Selling direct would seem unlikely unless you pay full list or close to it. Otherwise their dealer network will be totally up in arms..

 

[skoora]

Think about the Market saturation Fender has. There's no way they could handle the volume unless we're talking Custom creations only.

 

[Kelly]

Think about the Market saturation Fender has. There's no way they could handle the volume unless we're talking Custom creations only.

From the article that I read, that appears the direction they're taking. Say you want a Strat with a SRV neck, ash body, and humbuckers. Instead of searching through the various models, trying to find something close, you can just order it from Fender. I'm sure it'll be priced accordingly, and won't undercut dealers.

 

[Zap]

Think about the Market saturation Fender has. There's no way they could handle the volume unless we're talking Custom creations only.

From the article that I read, that appears the direction they're taking. Say you want a Strat with a SRV neck, ash body, and humbuckers. Instead of searching through the various models, trying to find something close, you can just order it from Fender. I'm sure it'll be priced accordingly, and won't undercut dealers.

If this becomes a reality, ordering would be more addictive than anything to me, but I just can't see it happening. I can't help but feel like it would totally defeat the purpose of their Custom Shop, unless people want really wild stuff...