The Making of American Ultra | American Ultra Series | Fender

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 - our most advanced series of electric guitars and basses. Learn more about American Ultra here: bit.ly/2oBHhBb
#Fender #AmericanUltra #FenderFactory
SUBSCRIBE NOW: bit.ly/FenderSubscribe
SHOP FENDER: bit.ly/ShopFender
About Fender:
Fender Musical Instruments Corporation is the world’s foremost manufacturer of guitars, basses, amplifiers and related equipment. With an illustrious history dating back to 1946, Fender has touched and transformed music worldwide and in nearly every genre: rock ‘n’ roll, country and western, jazz, rhythm and blues, and many others.
Connect with Fender:
Visit FENDER WEBSITE: www.fender.com
Like FENDER on FACEBOOK: / fender
Follow FENDER on TWITTER: / fender
Follow FENDER on INSTAGRAM: / fender
Follow FENDER PLAY on INSTAGRAM: bit.ly/FenderPlayIG
The Making of American Ultra | American Ultra Series | Fender
/ fender

[@jonathankeith524]

The background music has no guitar parts because the new pickups are noiseless.

[@oldtimetinfoilhatwearer]

Jonathan Keith I loled

[@phenixreturns]

@@oldtimetinfoilhatwearer lollll because they want something strange like ALien, magic

[@rockopolybitch]

:) :) Brilliant!

[@rafaelmarques1314]

Hahahahahahahahahahahahahahahahahahahahhahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahqhqhqhahahahahahahahahahahahahahahahahahahahahahahhahahahahahahahahahahahahahahahahahahahahahahahahahahahahhahahahahahahahahahahahahahahhahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahahhahahahahahahahhahahahahahahahahahhahahahahahahahahhahahahahahahahahahhahahahahhah

[@JoeAmicoMusic]

Loooooooooooool

[@peterjones4621]

I'm an older player, well, I'm an older beginner, I've been struggling to learn to play guitar since 1990 and I will continue to learn to play guitar until the end of days. I have four guitars, they look nice on display but I want them to be more than just display items. I'm taking a more serious approach to learning guitar and I refuse to fail this time, frankly, I don't have the time left to fail. My guitars are a Cort X700 Duality, a Jackson bass guitar, a Martin D28 Modern Deluxe and just recently purchased a Fender American Ultra Luxe Stratocaster Mystic Black. This new guitar is beautiful and I'm enjoying it quite a bit.

[@timmotel5804]

I just turned 70 this year. I've been a drummer since 1964 but I have owned 2 American Strats. Started teaching myself years ago but, kids and life changed. Just ordered an Ultra Strat HSS and will learn to play, "till the end". We're in the "same boat" on this one. Good luck and best regards.

[@greidel67]

Anybody else notice that the background music features no guitars?

[@johng2880]

Point. It's Sufjan Stevens by the way.

[@bapt_andthebasses]

I was about the post that comment at the end of the video hahaha!! YOU KILL ME

[@tball5677]

Is that background music from Disney?

[@nmnmnm9509]

Yes eventually guitar has expired but bass is every where!

[@tomaburque]

Whomever chose that music does not understand guitarists.

[@shanecampbell4941]

I have never liked Fender basses until I played a new Ultra 5 string. I know own 2 and they are all I play. I'm someone that has owned Sadowsky Masterbuilt and NYC basses along with many Boutique builders at 2-4 times the cost. These are absolutely perfect for my music ministry.

[@amritjanardhanan]

I'd really love it if fender introduced a totally new model. Something nobody has made yet.

[@gregorystone768]

They did like last year and everyone hated it

[@GuitarHacienda]

The Meteora, Acoustasonic Tele, The entire Alternate Reality and Parallel Universe lines

[@Masterfighterx]

Where have you been the past couple of years? lol 😂

[@sailorbobbyhill]

They did... They're called the Stratocaster, Telecaster, Jaguar, and basically all of their other guitars. However the design tademarks and patents expired years ago so now people can make dupes legally. Hence build your own (insert guitar name here) kits.

[@JosePineda-jn8jk]

Collin those are like 50 year old designs, i think the initial comment meant like now. And not a acoustic/electric thing lol

[@stephentyree9296]

These instruments truly do look incredible. Fender’s craftsmanship and build quality are and have been the best of all of the large manufacturers in my opinion. All of those things said, I genuinely believe that this series desperately needs stainless steel fret wire. Don’t wait until the next series. Do it with THIS series. From a regular, everyday guitarist to his favorite manufacturer, please listen to what we want. If we’re willing to give you $2,000 for an instrument (as remarkable as they are), stainless steel frets are not too much to ask for.

[@smelltheglove2038]

Lots of us don’t want that wire.

[@Turboy65]

Never picked up a PRS, have you? LOL.

[@stephentyree9296]

@@Turboy65 I did for the first time a couple months ago! It was beautiful. Amazing instrument.

[@Walks-With-Pride]

A truly exceptional video! So much was explained here. The Fender Factory in Corona is really an amazing place. I had a unique opportunity to tour the factory about five months ago. For me, the one thing that stood out above all else was the sense that everyone working there seemed to be interested in just one thing...Building the best musical instruments possible. That notion permeated throughout the entire facility. I hope everyone is as proud as I am to own a Fender.

[@benjaminrosenbohm8910]

Fender: We're going for that modern guitar Also fender: O wait but its still vintage

[@therwbrman]

I’ll believe they care about being “modern” when they produce a 24-fret instrument (which was pretty much made mainstream in the 80s, so even then they’re 40 years behind 😅)

[@Thirdgen83]

@@therwbrman No one needs those extra 2 frets. Learn how to bend strings.

[@reubenginsburg2012]

Fender finally catching up to what ESP has been doing since the 80s and calling it revolutionary

[@mikej6565]

I have an Ultra Strat (SSS) and find these to be the best sounding noiseless pickups Fender has ever produced!

[@flobodenhammer3512]

Its like watching a Apple advertising for the new IMac 😂

[@ed_music1834]

Hey man thats a good one 😂😂😂

[@RocknRoll-xd5di]

Exactly!! So elegant, so simple and so mind blowing!!

[@MusicAnirban]

Lol

[@donaldtrump2078]

Each generation of Noiseless is the best we've ever done, now fork over 2k and be happy, wait 3 years rinse and repeat !

[@arthurdduda63]

Lmao... yup new and improved from guitars to soap to cars,

[@brooklynboy1000]

noone is forcing you to buy the Ultra. Its another price point for those who want these extra amazing features. Have you tried one? the neck is fantastic. If you fall in love with a guitar, the last thing you worry about is money there are plenty of boutique copies that go for twice as much. .. go get a squier those are good and cheap.

[@davemaverick8438]

@@brooklynboy1000 stfu fanboy

[@legacyShredder1]

@@davemaverick8438 Impressive.

[@nickcol8767]

I've always got Mexican models and upgraded the pickups, tuning keys, and hardware. Never picked up a super expensive fender and felt like it was any nicer than any of my modified mims

[@thereisnopandemic]

If it is good enough for Jimi Hendrix (King Guitarist), vs average music

[@bmwf1joel]

Joseph Mauricio Flores wait Hendrix used MIMs?

[@brooklynboy1000]

try the ultra... its another level. youtube is virtual reality

[@RiXFortuna]

Didn’t u spend enough to cover the difference between mim and ultra? Lol

[@joeferris5086]

I was the same way and felt that way for a long time. It takes time to soak it in. You cant go to a store and play a US strat for 10 min, youll always feel your MIM is better. You gotta bring it home and go back and forth between the two and i promise youll find the US neck and frets more comfortable

[@miguelrico4338]

I never wanted a Fender more than I do now for that Arctic Pearl Tele, my goodness.

[@azula2399]

It’s beautiful. All of them are. I’m gonna go broke because of fender. 😂Which is unusual for me because I’m an ibanez fan, but lately fender’s been killing it!

[@destianpatrianagara1119]

I don't usually like tele, but after seeing the texas tea... i'm ready to live on the street

[@azula2399]

patrianagara7 AGREED

[@QuoVadis88]

@@destianpatrianagara1119 "We are all just a trade away from humility, Bud." (Gordon Gekko, Wall Street, 1987)

[@jordanwilliamson2683]

You guys crushed it with this series. I love the new stagger you guys put on the Strat. It has such an even output across the strings. It sounds awesome! Good work and thank you

[@matthewbarr5274]

THIS is the Jazzmaster I've been waiting for!

[@UnasdomastudioCz_video-photo]

I love Fender Bass guitars for over 30 years. And I will remain faithful to them.

[@zeroatomfault]

I have a 2019 Ultra Tele and I also have a 2008 Custom Shop '51 Nocaster. The Ultra is the one I play the most here in my studio. Yes, you need to slightly EQ and change the amp/preamp gain setting slightly when changing guitars, but honestly, the sound and playability of the Ultra is something to behold. I sincerely doubt anyone will be disappointed in buying one. Next up, a Strat Ultra, I'll most likely be trading in one of my Les Pauls. Just the truth.

[@windmillcancersurvivor2568]

Good to know. I'm looking forward to having a go with my son's new 2023/24 Ultra Luxe Tele vs my 2010 Nos CS '51 Nocaster. Should be here in a couple days for his birthday. It's a looker with the maple neck.

[@lordPix3lUK]

I loved my ultra so much I bought 2. First the ultra with hss pickups, then I got a sss fsr model in silver. Limited edition and was only 2 in uk. Best guitars I've ever played, I love them. Thanks to whoever built them for me.

[@StratBurst92]

As a former machinist and American Standard Strat owner I appreciate the hand work that went into the making of my Fender Strat.

[@Iheartdgd]

6:04 silver guard is a very nice touch

[@jonmaclennan]

Hell yeah! 🔥 These are so great. Awesome Justin and Fender. 👏

[@patrickkirby7612]

Really ? Have you even played other guitars made in S KOREA, Indonesia, and China ? Even Vietnam have way better craftsmanship on the fret work and such. When these foreign competitors get their pups to the same level , it will be all over for Fender I'm afraid .

[@mitcharney1]

Glad to see Fender catching back up. Other boutique builders were listening to players requests for changes and modifications from the Original. Neck radius was a primary change and sculpting another. I wonder if Fender had made changes earlier that business would have been greater. We still need to give the respect back to Fender...They were the original and they can still make the bolt necks as good as any company or builder.

[@michaeljohnson7892]

I’M A BELIEVER, FENDER IS THE BEST, FROM THE VERY START, TO THE VERY FINNISH OF EVERY SONG OR INSTRUMENTAL THAT MAY EMERGE FROM ONE’S MIND .

[@fender]

We're honored by your kind words! 🤘

[@michaeljohnson7892]

@@fender I HAVE HAD A RELATIONSHIP WITH FENDER GUITARS FOR OVER 42 YEARS. FENDER HAS BECOME HABIT FORMING, AND WE LOVE IT . IF IM NOT BUYING A NEW FENDER FOR MY WIFE, MYSELF, OR ANOTHER FAMILY MEMBER I HAVE BEEN DONATING A FEW EACH YEAR to SOME ORGANIZATIONS THAT WILL GET THOSE WONDERFUL STRAT PACKS YOU MAKE INTO SOME YOUNG HANDS THAT MIGHT NOT ORDINARILY GET TO, HOPEFULLY FENDER GUITARS WILL KEEP MAKING MUSIC FOREVER.😃🎸🪕🎹🎻 !!!

[@stepvanjoe3469]

Being a Fender player I have a few in my arsenal, but It appears I now need a few more!

[@john564holloway]

That rounded neck heal is also on my 2014 60th Anniversary Strat. So glad that's included with these new Ultra axes. It is really comfy! Also, to see that single coil split keep its energy is exciting...I was hoping the new Josephina coils would be standard on these Ultras but maybe later on...Great video, Fender!

[@MrEvanBacon]

I'm very happy with mine. I started learning on a Purple Squire over 20 years ago, and now I finally have my first American made Fender Guitar. Thank you for having foresight to rout the bodies to accompany Humbuckers for customization. I actually didn't know about that till after I had bought it, talk about a pleasant surprise.

[@cuerdas2279]

I love the Ultra series, but I also have an American Standard Strat and a American performer Tele, and, you know? you missed one thing, stainless steel frets choice (very important for me). If so, now I was going to buy a Texas Tea Tele, but then you have to spend 300 bucks to re-fret it. Also say the tuning machines are made in Taiwan. (May be next model would wear again made in USA on the headstock). Nevertheless Fender is my favorite guitar brand by far, I think they are doing an impressive job.

[@elbik95]

I agree, the stainless steel frets should be an option, i honestly don't like them, but a lot of people do

[@gregorystone768]

What's Mia on the headstock matter at all? I hate anything on fenders headstocks but ghe logo. Idc about the contour body or synchronized trem system. Just say fender. But the made in usa thing i don't get at all why people have that bother them

[@cuerdas2279]

@@gregorystone768 It really doesn't matters, it's just by tradition, as they were born in the USA. But the comment its about they say it's all crafted in Corona, and really not everything is done there, I think it's fair to say it.

[@philipjames6817]

Got the ultra sunburst have to say it is the best and most comfy neck ive ever played!well done fender

[@ammarnaeb]

Owning a Texas Black Tea Jazz Bass is a goal of mine for this year. It is breathtakingly beautiful. I just love this brand.

[@88Gibson1]

Fender makes great instruments I love Fender guitars

[@RebeccaDean]

This instrument is gorgeous. Worth the price.

[@inmemoryofgstringbender]

I wish I could afford one of these, id get an SSS strat in a burst most likely, they're so beautiful and they all sound so great, great job fender once again

[@DavidOnTheRoadGuitars]

Honestly I think the noise canceling pickups are amazing even the lowest end fender guitars sound great and no hum, no ground problems. They really have improved.

[@douglasgeraldosantos8396]

Muito legal ! Parabéns FENDER ! Mande umas azuis para o Brasil ! Estou esperando ! Baixo e guitarra !

[@kg123krh]

This precision bass is something I never knew I needed until now, same with the hss strat

[@33cattt49]

Beautiful and very well done . Getting Cobra Blue in the way

[@NGH99999]

Awesome video, and awesome lineup. I imagine one of Fender's ongoing challenges is how to offer "change" in the product line, without sacrificing too much of the brand's product history. This new Ultra line seems to do that very well. Great job. Can't wait to get my hands on the P Bass and take it for a spin!

[@iancurrie8844]

I'd love it if Fender could ship their Ultra and Pro II models without pinging nuts. There's no excuses for it.

[@Badhands55]

Nothing will ever replace a beat up old strat or tele

[@sid35gb]

I haven’t even clicked on a review of one of these but it’s like those are the guitars I want to play.

[@blackiewheeler4706]

The Ultra Telecaster is the best yet !

[@fender]

We appreciate the love.🎸🔥❤️

[@STF_YVR]

I like it too

[@craigthomson3621]

In Fender Ultra world there is no such thing as a left handed guitarist.

[@bryanchan420]

yup

[@trashmanjake2081]

For real same goes with their American elite series as well

[@bryanchan420]

They are making it a scarce item you can't buy, and then they use shitty wood to build it to save cost obv, then you see one, you gotta get it, BUSINESS, my man, F for Fender.

[@jettav88]

That is pretty much what fenders PR guy emailed me back and said the same about the Lefty market

[@jgchalmers]

just pull a Hendrix, flip your nut, re adjust intonation move you strap buttons and boom...a lefty

[@awesomeguitarshorts]

It is a beauty. I wish I could own one of those.

[@Mindartcreativity]

Beautiful doc. Well made!

[@NikulPrasad]

That pearl white paint is sublime 😮 👏🏽

[@lancairw867]

Saw a Texas Tea Strat Ultra at the store. Wow. Probably the nicest 🎸 I have held 👍🏼

[@jamesnartz544]

My Christmas wish. 🙏😍

[@phanthepanda5079]

Bruh, I feel like Gibson and fender switched places😂

[@bobbyarmenta6707]

How??

[@destianpatrianagara1119]

@the3-dkiller1 did it happen to fender as well?

[@Masterfighterx]

@Spiral Architect They are? Is that why people still find flaws that should be nowhere near a $2000+ guitar?

[@leftyleftistspeaks]

@Spiral Architect They just rebranded the series. Nothing different. Only dipshits that would complain about the standard but not buy a traditional cause they want a standard on their headstock.

[@caiusmadison2996]

@Spiral Architect Yeah, Fender is simple to make, lol no not really. Neither company does more or less by hand, in today's world that is a thing of the past. Fender keeps employees that make the difference nearly for life, whereas Gibson had a revolving door so long that it killed the quality for good. When it comes to companies, one is clearly better to it's people, and that quality across the board shows this. Gibson doesn't innovate enough, and at the same time, they rarely ever do what the fans ask for how the fans ask for it. That said, still waiting on an American Reissue Competition Mustang since Nirvana was a thing (major friggin ball drop).

[@troyfrost1980]

I just ordered a fender Stratocaster series 3 tone color sunburst , and I will tell you I a'm very very happy with my new strat. guitar alnico 5 SSS pickups made in Mexico sounds great . Thanks fender . 🎸🤘 Thanks TroyFrost / Troyster 😎 CoolRiffs😎 Cool🎸 🤘🤘 🤘

[@jasong546]

It’s just great, you can find something great at any price point. I think it’s crazy to gripe about the traditional shapes though. Our heroes played those amazing songs and solos with them, made people want them, pay enormous prices for them, because they are amazing. But it’s great that you will love a squire or a professional or an ultra. That wasn’t true just a few years ago. Can’t go wrong now. So go write a great song!

[@suppohkram]

Thumbs up for the Sufjan soundtrack 👍

[@Drumming_Monkey]

That's a damn fine produced video.

[@Briancastillo98]

The Plus series from the 80's is still the best imo

[@somsakpongpan5126]

Perfect fender series 👍👍👍👍👍

[@RK-ec5ms]

Finally a telecaster with body contours/comfort curves! Thank you! Noiseless pickups? Yes thank you :)

[@jadetraveler]

I think Fender has already been making certain models of Telecaster with comfort contours for years. I've seen them in stores.

[@Knightmare-gz9ls]

Tele deluxe. Also has a slight heel cut. Grabbed a anniversary strat instead of a Tele.

[@ParaBellum2024]

I have a 1996 Mexican-made Telecaster with belly cut and forearm contour. Admittedly, I did the work myself with a belt sander!

[@CodeBleu724]

As a 50 year old, I''m looking forward to the next genre...and I know Fender/Squier will be there for it.

[@markhampton6703]

Awesome!!!!!!!!!!!!!

[@MC-xr1np]

That was a wicked video to watch high. Soundtrack just rippssss

[@davidjamessmith6055]

I’ve just got an ultra in cobra. The best guitar I’ve ever played👈 I have a signature guitar from a bespoke U.K. company, Gibson Firebird which I’ve used on all of our albums, ‘72 tele custom with 2000 gigs in her - but this saucy minx just ticks it

[@conradzxy]

“ How do we make it more modern for today’s players?” Everyone: stainless steel frets, 24 frets, left handed.... Fender: “I guess we’ll never know.”

[@prabirghosh8002]

body cutting is amazing

[@arnulfoparra9498]

Big love for Fender !

[@PloreEnt]

I started playing on a fender and being new to guitar it sounded like gold, heard more and more instruments tried pedals and everything wanted a new guitar. Switched to Dean because of my favorites like Dimebag never looked back played my fender the other night and wanted to throw up it was stiff and sounded bad even with pedals... I guess we all have our preferences on things.

[@MrBrooxy]

I got mine today in the texas tea sss configuration and i can't believe how good it sounds

[@fender]

That's awesome, MB! Is this your first Fender?

[@jesuschristlovesyou6922]

Fender is making some really amazing guitars.

[@fender]

Much appreciated! 🤘

[@Sabrinathefishinggirl]

I havent been a fan of the majority of new fender guitars, but this series is killer. The meteora is my favorite though. I would kill to have one. Its about time they curved the back of a tele. I have been saying that since the 90s. I have always been a fender player and loyal to the brand but have found myself a critic over the past few years. I would be proud to own one of this series. The burnt motor oil look is cool. I havent seen any other color yet, but if they are like the texas tea, I bet they are worthy of looking at for hours while you play. If i could buy a guitar now, it would be a serious toss up between this series or the meteora. This is the direction fender needs to continue on. I would like to see a humbucker with a spliter on the neck. I never use the bridge pickup.

[@ImaginaryMachines]

I have the Ultra jazz bass in Texas tea and the ultra P bass in white! Both basses look, play and sound amazing. I'm now looking into the Ultra luxe tele with the Floyd Rose and HH pickups. I'm just lacking the $2,600 bucks 🥺

[@rolandloos1697]

Je l’ai visité en 2013 extraordinaire de légende une superbe usine j’espère aller visiter bientôt l’usine Gibson malgré leurs difficultés longues vie a fender et gibson

[@willkupers]

Hats off. Fender knows how to promote their products and make commercials

[@QuoVadis88]

They make guitars first and foremost, Leo Fender was the real deal.

[@patrickkirby7612]

Really ? Have you even played other guitars made in S KOREA, Indonesia, and China ? Even Vietnam have way better craftsmanship on the fret work and such. When these foreign competitors get their pups to the same level , it will be all over for Fender I'm afraid .

[@iwilrage]

About damn time! 20 yrs behind on many things..now caught up...however, electronics are really special

[@williamwinn948]

Wicked pumped, ill be picking up the ultra Tele in Texas Tea soon.

[@joeygarcia6647]

2 more days my texas tea will be here cant wait to here it on the mini plexi

[@grahamjarman]

how was it ?

[@StefP.]

The intro guy looks like he is going to the moon.

[@guitaraficionado8145]

Fender makes some awesome guitars.

[@synthmechanix]

Been waiting for the Texas Tea Jazz Bass for a while got a email recently they had them direct super excited to have it!

[@John-li7qj]

These new features have been offered by other manufacturers for years and at a much better price. Fender playing catch up

[@manpreetralhan426]

Fender make history that is absolutely right

[@gabrielebortoluzzi1269]

Just saved in my playlist "Epic"

[@ArquerosCarlo]

Amazing really

[@safayetdip9119]

Man i just want this. 😍

[@bagdad9782]

Looking to purchase 1st electric and I love the tele. I'm self-taught and have always played acoustics. Particularly like the ultra but being a rhythm player I find the large frets a little more difficult. Looked at the professional 2's and like them also. Just wish I could get the best of both worlds; a beautiful ultra with with all the glitz and midsized frets. Alas. Great guitar though.

[@jojojojojojojojojojojojob]

the compound radius helps a lot on those higher frets damn. this should be standard on all necks.

[@rodandrews87]

Any word about a left handed ultra model in the Stratocaster line?

[@tmmuscics2753]

I played one at a store for a solid 15 minutes through a 60s custom deluxe reverb, it was amazing, I wanted to buy it, but it was out of my price range

[@12sk8erdude]

Squier Classic Vibe, $400. Just get you a set of fender pickups and boom, you basically have fender.

[@janerlingolsen9891]

Fender for life!😃👍🎸

[@ElcanaldeReyesManuel]

Estupendas guitarras

[@powerwegy]

I'm happy with my player tele, feels more solid.

[@castrejonramirez539]

Thank u fender

[@metalmover]

I love my Fender American Ultra a Strat!

[@paulelowe]

Great Video

[@Alienadin]

Can you marry the designs of the HM Strat with its 24 frets, better neck joint and contours, with the desgins of this one (logo, S1, knobs), please!!! Call it the Ultra24! We need Fender to make a 24 fret guitar again, ideally with stainless steel frets.

[@Chef316]

I wish they would bring back the Fender Electric Mandolin!

[@Jonathandavidk]

Interesting choices in background music for a shredder guitar.

[@ericdenton6664]

$2K for a new strat? Fender, who do you think you are? Gibson?

[@oldtimetinfoilhatwearer]

Eric Denton silence poor

[@chrisdigital]

🤣

[@phenixreturns]

@@chrisdigital lol they are friends lol

[@bmwf1joel]

$1899 buddy lol

[@nihlhinz488]

Yeah, they stay in tune even with a Wammy bar and their heads don't fall off when they hit the ground. Buy used 900 all day long.

[@captainhowdy3104]

I'd love to have that blue strat w the hum bridge split deal, if I win the lottery lol.

[@mhdz10]

Amazing! You’re doing it again Fender, thanks for these innovative products!

[@John-wu2mn]

That tele looks nice...

[@Slam-]

I want a cobra blue strat, very nice

[@joebrooks3638]

Wax pots and reverse wound single coil pickups will sound better and no 60 cycle hum and use alnico II magnet for vintage tones.