The new management team of Fender Australia was on show November 30, as well as plenty of new products. Asia Chief, Bud Cole and Mark Van Vleet from FMC were in attendance along with new Australian GM, Mark Amory and some 170 dealers and their staff. In keeping with Fender’s ontime global release objectives, (and there were some products being shown for the first in the world to local dealers), there’s was plenty of interest. An impressive array of custom shop guitars and basses drew particular attention. The night rounded out with a lively Jam featuring dealers proving they’re not just selling the stuff.
The following day Fender gave dealers of preview of new 2017 product, ahead of their public unveiling at the NAMM show in the US. The star of the day was the new American Professional Series guitars which are finding their way into Australian stores as we speak in preparation for a global launch in January.