If you love watching how guitars are put together like we do, Fender's new video is an interesting glimpse its huge Californian factory as Executive Vice President Justin Norvell talks you through the features of its new American Ultra Series.
All those lovely Fender bodies being sprayed and new necks waiting to be fitted… gets us bleary-eyed.
For more info on the series check out our Fender Ultra hands-on demo video.
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Rob is the Reviews Editor for GuitarWorld.com and MusicRadar guitars, so spends most of his waking hours (and beyond) thinking about and trying the latest gear while making sure our reviews team is giving you thorough and honest tests of it. He's worked for guitar mags and sites as a writer and editor for nearly 20 years but still winces at the thought of restringing anything with a Floyd Rose.