Squier History: How Fender Revived the Brand in Japan (1982)

Although Squier began as an American string manufacturer in the 19th century, the modern Squier guitar brand was reborn in Japan in 1982 alongside Fender Japan. Early models such as the JV Series were built at the Fujigen factory and became known for their exceptional quality and accurate vintage-style construction. These Japan-made instruments played a key role in re-establishing Fender’s presence during a period of intense competition, and they defined the foundation of Squier as a global guitar brand.

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Introduction: Squier Did Not Begin as a Guitar Brand

Most players think of Squier as Fender’s affordable brand, often associated with the Stratocaster that many beginners start with. However, the modern Squier story did not begin in the United States. It began in Japan.

In 1982, Fender formed a new partnership with Japanese manufacturers that would become Fender Japan. At the same time, an old name from Fender’s past quietly returned: Squier.

To understand why the Squier name was revived in Japan, we need to go much further back, long before Fender built its first electric guitar.

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The Origins of Squier: From String Manufacturer to Fender Acquisition

The Original Squier Company in the United States

The Squier name originally had no connection to Fender guitars, and the company did not begin as a guitar manufacturer.

The business was founded in the late 19th century by Jerome Bonaparte Squier. His family primarily worked with violins, repairing instruments and building new ones for musicians in the growing American music scene.

Over time, the company began producing strings to meet increasing demand, and what started as a small operation gradually developed into a successful string manufacturing business.

By the early 20th century, Squier had shifted almost entirely to string production. This decision proved highly successful, and Squier Strings developed a strong reputation for quality and consistency. Musicians across the United States began to rely on them.

Fender Acquires V.C. Squier in 1961

By the 1950s, even Leo Fender relied on Squier strings for Fender instruments. Because of this relationship, Fender eventually decided to acquire the company.

In 1961, Fender purchased the V.C. Squier Company and turned it into its primary string manufacturing operation, securing a reliable source of high-quality strings for its rapidly growing guitar business.

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The CBS Era and Fender’s Decline in the 1960s–1970s

Only a few years later, a major event dramatically changed Fender’s future. In 1965, Fender was sold to the media corporation CBS, marking the beginning of what is now commonly known as the CBS era.

During this period, Fender expanded rapidly as a corporate brand and increased production and distribution worldwide. However, it also became associated with declining quality control and growing dissatisfaction among players.

As a result, the Squier name gradually faded from public view and remained largely within Fender’s internal manufacturing structure.

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The Rise of Japanese Guitar Makers in the Late 1970s

By the late 1970s, the global guitar industry was changing rapidly as Japanese manufacturers began exporting high-quality instruments around the world.

Companies such as Tokai and Greco produced guitars that closely resembled classic Fender and Gibson designs. These instruments were often significantly less expensive than American-made guitars, yet the craftsmanship was frequently excellent.

Many players discovered that Japanese guitars offered impressive build quality at a much lower price.

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Fender Japan (1982): The Turning Point for Squier

At the same time, Fender’s own guitars had become more expensive, and quality issues during the CBS era had damaged the company’s reputation.

By the end of the decade, Fender was losing a significant share of the market for Fender-style guitars. Some estimates even suggested that most Fender-style guitars being sold worldwide were no longer made by Fender at all.

Fender clearly needed a solution, and that solution would come from Japan.

In 1982, Fender partnered with Japanese distributors and manufacturers to establish Fender Japan, with production handled primarily by the Fujigen factory, one of Japan’s most respected guitar manufacturers.

The goal was to produce authentic Fender designs with the level of craftsmanship that Japanese factories had already proven they could deliver.

The first models included highly accurate vintage-style reissues, such as the 1957 Stratocaster, the 1962 Stratocaster, and the 1952 Telecaster.

When Fender staff in California first saw these instruments, many were genuinely surprised by their quality. In some cases, the Japanese-built guitars were even considered better than American-made instruments of the same period.

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Why Fender Revived the Squier Brand

At the same time that Fender Japan was launching, Fender faced another challenge. Distributors around the world were asking for more affordable Fender-style guitars that could compete directly with the growing number of Japanese imports.

To solve this problem, Fender decided to introduce a lower-priced line built in Japan. Rather than creating a completely new brand, the company searched through trademarks it already owned.

One name stood out from Fender’s past, and that name was Squier.

In 1982, alongside Fender Japan, the modern Squier guitar brand was officially born.

The JV Series: Japan-Made Squier Guitars

The first Squier guitars were built at the Fujigen factory, the same facility producing Fender Japan instruments. These early models are now known as the JV Series, short for “Japanese Vintage.”

They were highly faithful recreations of Fender guitars from the 1950s and 1960s. Many used similar wood selections and traditional construction methods, with most differences appearing in hardware or finishing details rather than the core design.

Even so, the build quality stood out immediately. Many players felt these Japanese Squiers were as good as, or in some cases even better than Fender USA guitars produced during the same period.

Some early JV models even featured a large Fender logo on the headstock, with a smaller Squier decal near the tip. Because of their high quality, this created confusion in export markets, where buyers could mistake them for American-made Fender instruments.

To resolve this, Fender revised the headstock decals. The Squier logo became more prominent, with “by Fender” added underneath to clearly establish the connection.

Another notable detail is that these early Squiers were primarily produced for export markets, while Fender-branded models were mainly intended for the Japanese domestic market.

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The SQ Series and the Evolution of Squier in the 1980s

As production evolved, a new line known as the SQ Series appeared. These models reflected the styling of 1970s Fender guitars, including features such as larger headstocks and three-bolt neck plates.

By the mid-1980s, the guitar market itself was changing, and Squier briefly experimented with more modern designs.

One of the most notable examples was the Squier Katana. Its sharp, angular body shape differed significantly from traditional Fender designs. Although it was produced only for a short time, it later developed a cult following.

Today, it remains one of the most unique models ever released under the Squier name.

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Global Production Shift: From Japan to Korea and Beyond

In 1985, CBS sold Fender, and the company lost its original manufacturing base. Fender entered a period of rebuilding.

The company re-established operations in Corona, California, drawing on the craftsmanship and production knowledge developed through Fender Japan and Fujigen.

In the years that followed, Fender also established a factory in Mexico through a joint venture, gradually restoring its manufacturing capabilities.

During this time, Squier played an important role by supplying more affordable instruments, particularly for the US market.

As the 1980s progressed, manufacturing costs in Japan began to rise. To remain competitive in the growing entry-level segment, Fender shifted Squier production to other countries, first to Korea and later to China and Indonesia.

Through this transition, Fender’s product structure became more clearly defined, with Fender as the main brand and Squier as its global entry-level line.

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The Vista Series: A Brief Return to Japan in the 1990s

As a notable exception, Squier briefly returned to Japan in the late 1990s with a limited number of models under the Vista Series, including the Jag-Master.

These guitars combined classic Fender elements with alternative styling that reflected the music trends of the time.

Many of these models are still remembered today by players and collectors.

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Squier in the 1990s and 2000s: Global Expansion

By the 1990s and early 2000s, Squier had expanded into a full product lineup.

Models such as the Bullet, Affinity, and Standard Series became extremely popular as entry-level guitars around the world.

Later series, including Classic Vibe and Vintage Modified, gained strong reputations for delivering impressive quality at accessible prices.

By the early 2000s, Squier had become one of the best-selling guitar brands in the world by the number of instruments sold.

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Conclusion: Why the Modern Squier Story Begins in Japan

Today, Squier is widely known as Fender’s accessible guitar brand.

However, the modern Squier story begins in Japan. In 1982, alongside the launch of Fender Japan, the Squier name was revived and quickly spread around the world.

Squier Timeline Explained

Key Milestones in Squier History

The history of Squier can be understood through several key developments, from its origins as a string manufacturer to its role within Fender and its rebirth in Japan.

Year	Event	Significance
Late 1800s	Squier company founded	Originally a violin repair and string manufacturing business in the United States.
Early 1900s	Shift to string production	Squier becomes a dedicated string manufacturer with a strong reputation.
1961	Fender acquires V.C. Squier Company	Squier becomes Fender’s primary string supplier.
1965	Fender sold to CBS	Beginning of the CBS era, later associated with quality decline.
Late 1970s	Rise of Japanese guitar manufacturers	Companies like Tokai and Greco challenge Fender with high-quality, lower-cost instruments.
1982	Fender Japan established	Partnership with Japanese manufacturers to restore quality and competitiveness.
1982	Squier brand revived	Introduced as a more affordable Fender-style guitar line built in Japan.
Early 1980s	JV Series released	Highly accurate vintage-style models with exceptional build quality.
Mid-1980s	SQ Series introduced	Shift toward 1970s-style Fender specifications.
Late 1980s–1990s	Production moves overseas	Manufacturing shifts to Korea, then China and Indonesia.
Late 1990s	Vista Series released	Brief return to Japan with unique alternative designs like the Jag-Master.
1990s–2000s	Global expansion	Bullet, Affinity, and other series become popular worldwide.
Early 2000s	Major global brand	Squier becomes one of the best-selling guitar brands by volume.

From its origins as an American string manufacturer to its revival in Japan in 1982, Squier’s history reflects major shifts in the global guitar industry.

The brand’s rebirth in Japan marked a turning point, combining traditional Fender design with the high level of craftsmanship found in Japanese factories.

From there, Squier evolved into a global entry-level brand, with production expanding across multiple countries while maintaining its connection to Fender’s design heritage.

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