The new CEO of Fender is from the luxury goods world.
Each Silver Sky model (SE or non) outsells the equivalent Stratocaster model, from what I understand, by a noticeable margin, which Servco will now know with clarity, because they have sales data from reverb (which they acquired one month before they took out this lawsuit).
It is a naïve take, but have a look at what Fender's CEO looks like, how he dresses and carries himself, and tell me that a big part of this isn't injured pride that John Mayer went to PRS.
I think if this was really about the cheap body guitars — a nearly zero-margin market for decades — they wouldn't have sent a C&D to LsL or PRS, because that was always going to invite trouble.
Harley Benton is a problem at some small level and I am sure Fender will suggest it is, but Fender have had a "buy the real thing" type of marketing campaign for both Fender and Squier since the 90s at least.
The 2009 lawsuit made this clear; it detailed all Fender's "buy original" marketing campaigns as a way of pointing out that Fender has never policed the right to make the S-type body shape.
Squier competes pretty adequately with Harley Benton and all the other cheap brands; at that price, being "Fender's budget brand" has prudence associated with it.
What has changed is that Fender are losing out at the top end to high-end luthiers who give a shit, and PRS. And now they know exactly how badly. This lawsuit will feature a lot of data from reverb.com, I suspect.
Each Silver Sky model (SE or non) outsells the equivalent Stratocaster model, from what I understand, by a noticeable margin, which Servco will now know with clarity, because they have sales data from reverb (which they acquired one month before they took out this lawsuit).
It is a naïve take, but have a look at what Fender's CEO looks like, how he dresses and carries himself, and tell me that a big part of this isn't injured pride that John Mayer went to PRS.
I think if this was really about the cheap body guitars — a nearly zero-margin market for decades — they wouldn't have sent a C&D to LsL or PRS, because that was always going to invite trouble.
Harley Benton is a problem at some small level and I am sure Fender will suggest it is, but Fender have had a "buy the real thing" type of marketing campaign for both Fender and Squier since the 90s at least.
The 2009 lawsuit made this clear; it detailed all Fender's "buy original" marketing campaigns as a way of pointing out that Fender has never policed the right to make the S-type body shape.
Squier competes pretty adequately with Harley Benton and all the other cheap brands; at that price, being "Fender's budget brand" has prudence associated with it.
What has changed is that Fender are losing out at the top end to high-end luthiers who give a shit, and PRS. And now they know exactly how badly. This lawsuit will feature a lot of data from reverb.com, I suspect.