The American Professional II Series
In 2020, Fender took a significant step forward with the launch of its American Professional II Series, marking an evolution in design and tone that responded to both environmental challenges and modern player demands. A key catalyst for this shift was the so-called “Ash Problem.”
For decades, Fender had relied on swamp ash as a preferred body wood, prized for its light weight and resonant tone. However, in an April 2020 interview, Justin Norvell, Fender’s EVP of Products, revealed the company would stop using ash for most production-line guitars. The reason? A devastating infestation by the Emerald Ash Borer, an invasive beetle that decimated ash trees across North America. While swamp ash typically came from the southern U.S., the beetle’s spread was rapid and widespread.
Compounding the issue, climate change brought increased flooding to the Mississippi Delta, the primary harvesting ground for swamp ash. Harvesting relied on floodwaters receding at the right time, but record floods in 2019 left the trees inaccessible. With both ecological and logistical barriers rising, Fender halted production of popular ash-body models like the American Professional Stratocaster, Telecaster, and Jazz Bass as of March 2020.
In response, Fender began experimenting with alternatives like pine, sassafras, and Western cedar, as well as weight-relieving techniques for heavier ash varieties.
These environmental shifts coincided with the debut of the American Professional II Series in October 2020. Building on the success of the original 2016 American Professional line, the new models featured thoughtful upgrades inspired by direct feedback from artists. Enhancements included a sculpted neck heel for improved upper fret access, a Super-Natural satin neck finish for a smoother, worn-in feel, and rolled fingerboard edges for comfort. A cold-rolled steel bridge block provided better sustain and tuning stability.
Fender also addressed mixed reception to its earlier V-Mod pickups by introducing the redesigned V-Mod II pickups, created by renowned pickup designer Tim Shaw. These had slightly lower DC resistance, offering more clarity and brightness to better capture the classic Fender tone. Shaw and engineer Steve Casado found ways to translate vintage, hand-winding techniques into modern production for more consistency without sacrificing character.
The launch was supported by a marketing campaign titled “The One. For All.”, spotlighting diverse new artists like Steve Lacy, Joy Crookes, and Lindsay Ell, and narrated by Billy Bob Thornton. The campaign emphasized how the American Pro II series could empower artists of all genres, in any performance setting—from the studio to livestreams.
Altogether, the American Professional II Series represented Fender’s commitment to sustainable innovation, artist-driven design, and the ongoing evolution of the electric guitar in a changing world.
