HEARTFIELD CENTRAL

In the dealers' and consumers' minds Fender means a particular group of instruments - Strats, Teles, Ps and Js. We could tweak them a little here and there, but heaven help us if we went to far - don't mess with tradition. It seemed like every time we did, we had messed with mom, apple pie, baseball, the flag, etc., etc. But we weren't prepared to give up. Our goals was, and still is, to have products, marketed by us, that are viable options regardless of what style instrument the consumer is looking for... In our early meetings with Fujigen, when we were first trying to get Heartfield started, the one thing that was evident was that, unless we were willing to make a full commitment with all our resources, this project would not be successful. In the beginning, because of other restrictions, we were unable to do that. But we felt it was important to start the project anyway. Internally we began setting the groundwork for how to make the product line what we knew it has to be to be..