“We’ve been controlled by the idea that Fender is for Mexico and US models. We’re allowing ourselves to break our own rules”: Why Fender is building its $599 Standard Series in Indonesia – and how its ideological shift delivers better value for players

Fender Standard Series.

One of the biggest surprises of NAMM 2025 was the announcement of an all-new, Indonesian-built Fender Standard Series, with models starting at $599.

The relatively no-frills range – consisting of a Strat, Strat HSS, Tele, P-Bass and Jazz Bass in four classic finishes each – was introduced to fill the gap between the Player II Series, which kicks off at $799 and the Classic Vibe range from Fender’s budget brand Squier, where prices top out at $449.