Sal Montes,
vice president of manufacturing operations at the most recognizable guitar brand in the world, says the company is in the middle of a cultural and production transformation that they’re looking at not in terms of years but in terms of its legacy potential.
For Fender’s Corona facility, Montes and his team are focused on transitioning the culture away from a volume mind-set into one of dedication to quality. “We’re the best of the best at making guitars,” he explains, “but having the ability to move back and forth in small custom batches: that’s what we’re working toward now.”