Step inside Fender’s Corona, California factory with Justin Norvell, EVP of Product (a Fender employee of 20+ years), for an exclusive look at the craftsmanship and design behind American Ultra — our most advanced series of electric guitars and basses. From the all-new body contours to the Ultra Noiseless Pickups, this documentary walks you through each feature at the factory. Take a look at the beginning stages of American Ultra, when it was just an idea and watch it come to life in Corona.
“Here in the Corona Factory, these instruments are still completely handmade,” said Justin Norvell, EVP of Product. “It is an interesting juxtaposition to see us stamping out an Ultra neck plate on the original machines next to the tools with 1957 dates on them. The American Ultra series is coming off of Fender’s original equipment and using the same processes; still the same vintage fender mojo but reimagined in a modernistic way.”