From February 1985 to October 1985 no American guitars were produced. Until 1987, in fact, mostly leftover stock and imported (read: Japanese) instruments were sold. It is a myth, however, that no guitars were made around this time in Corona whatsoever. A group of 4 people built less than 10 guitars per day (one of them was David Maddux, who told me this).
The 1987 NAMM saw the introduction of the American Standard Stratocaster which started everything from scratch again. Around that time the Custom Shop started, too. Fender opened their new factory in Ensenada, Baja California, Mexico, on 7 May 1987.

The first signature guitars were produced in 1988. The very first one was the Eric Clapton model, but Yngwie Malmsteen followed in the same year. Fender Japan introduced a number of Stratocaster guitars including the Strat XII (a 12-string model), '68 Stratocaster, HM Power Strat, Paisley Strat and the Blue Flower Strat. The Blue Flower finish had only previously been available on Telecaster guitars.

The first Heartfield / Heartfield by Fender models were introduced in Japan. The Mexican Fender factory started producing the first guitars. New models of this year included the Deluxe Strat Plus (this was the same as the Strat Plus, but featured 2 blue Lace Sensor pickups and one silver Lace Sensor in the middle position), Contemporary Stratocaster (which had a figured maple top and back, 12" radius and master TBX tone control), H.M (Heavy Metal) Strat, Custom Shop HLE Stratocaster (run of 200) and Short-Scale Strat (made in Japan).

Signature models of Danny Gatton, James Burton and Albert Collins were introduced. There was a small-run Hank Marvin signature model, too, which was later introduced at a larger scale. The Jeff Beck signature guitar was introduced this year, too, but wasn't sold until 1991. Other models from this year include the Strat Ultra (featuring a Hipshot Trem-Setter), HM Strat Ultra, Custom Shop 35th Anniversary Strat (run of 500) and, from Japan, the HRR Strat.

Whereas the Ensanada (Mexico) Fender factory had primarily produced amps and cabinets, this year saw more guitars and basses built there. The Jeff Beck and Robert Cray signature models started selling in the US, as well as the Prodigy models. The Standard Series was introduced and the Japanese HM Strat went on sale.
Sadly, this year saw the demise of the man, the myth, the legend - Leo Fender - on March 21st, aged 82.

Fender acquired exclusive rights to Floyd Rose products, leading to the introduction of the Floyd Rose Classic Stratocaster this year. The Stevie Ray Vaughan signature Stratocaster was introduced. Among the other new products making their debut were The American Classic Stratocaster, Squier Series Floyd Rose Standard Series Stratocaster (Japan), Custom Shop 62 Strat Limited Edition (Run of 100), Custom Shop Bill Carson '57 Strat (run of 100) and the Custom Shop Blues Special Stratocaster (run of 25).

This year saw the introducion of the Richie Sambora signature model, as well as the first truly extravagent Custom Shop models, the Harley Davidson and Playboy Stratocasters. The Heartfield guitars are re-branded Fender in a last attempt to save the models.

The Stratocaster celebrated its 40th anniversary. The Custom Shop produced 1954 40th Anniversary Stratocasters. This year also witnessed the introduction of the Dick Dale signature model, the Mexican-made Strat Special and the Custom Shop Nashville NAMM Stratocaster (run of 50). For the first time, Stratocaster guitars become available with aluminium bodies. Master Builders there start producing 'art guitars'.

After taking an order from Keith Richards for a "beaten up" Telecaster, the Custom Shop began making Relic instruments. The "Mary Kaye" Stratocaster was the first Relic Strat to be produced. Other new instruments included the Buddy Guy Signature Stratocaster, Carved Top Strat, '54 Strat FMT, '60 Strat FMT, Japanese Floyd Rose Standard Stratocaster, Japanese Foto Flame Strat, Custom Shop Aloha Strat (run of 153) and the Custom Shop Black Beauty Stratocaster (run of 25). Bonnie Raitt became the first woman with a Fender signature guitar - the Bonnie Raitt Signature Stratocaster.

The Fender company celebrated its 50th Anniversary. The Lone Star Strat was introduced. This was effectively an American Standard Stratocaster with hot pickups, including a Seymour Duncan bridge humbucker. To mark Fender's 50th anniversary, some models went on the market with a special commemorative neckplate. Also included was a 50th Anniversary decal on the back of the headstock. The Custom Shop issued a run of 200 50th Anniversary Relic Stratocaster guitars. Also produced are the Tex Mex Strat, Traditional Strat and the Traditional Fat Strat. From Japan came the Richie Sambora Black Paisley Stratocaster and The Ventures Strat, as well as the Jagstang.

This year saw the introduction of the Jimi Hendrix Stratocaster. Deluxe Series Stratocaster guitars made their debut. The American Standard Series gained a new, twin-humbuckered family member: The Big Apple Strat. Also making their first appearance in this busy and exciting year were the California Strat, California Fat Strat, Jimmie Vaughan Signature Stratocaster, Hank Marvin Stratocaster, Super Strat, Tex Mex Strat Special, Powerhouse Stratocaster, Japanese-made Richie Blackmore Strat, Jerry Donahue Hellecasters Stratocaster (Japan), Collectors' Edition Stratocaster (limited to a run of 1,997 ) and the Custom Shop Monterey Strat (limited to a run of 210).

Fender's new 177,000 square foot state-of-the art guitar and amplifier factory went online in Corona, California. The Relic line was re-organised. Relic Stratocaster guitars now available in Relic, Closet Classic and N.O.S (New Old Stock). The American Deluxe Stratocaster and the Roland Ready Strat guitar make their debut. The stylish carved-top Showmaster Stratocaster guitars also burst onto the scene. The Floyd Rose Classic HSS and Floyd Rose Classic HH were released onto an unsuspected public. The American Deluxe Stratocaster and Fat Stratocaster gain Noiseless pickups. Also released are the Limited Edition Matthias Jabs Strat, Deluxe Powerhouse Strat, Deluxe Super Strat and the Jimi Hendrix Voodoo Stratocaster. The bass section saw short-lived signature models for Donald "The Duck" Dunn and Rush' Geddy Lee. Japanese-built guitars are now ever more limited for sale in Japan (and Europe).

The Japanese factory introduced smaller-scale models. The US factory starts producing Jazzmasters and Jaguars again. The Standard Fat Strat is introduced. The Fender factory in Ensenada (Mexico) produced its first Classic Series Stratocaster guitars. These were divided into 50's, 60's and 70's models.

Fender celebrates 50 years of solid body guitar production. The Lone Star and Big Apple Strats were renamed to American Fat Strat Texas Special and American Double Fat Strat respectively. The new millennium saw a brand new flagship Stratocaster for Fender. The American Standard Series was discontinued in favour of the stylish American Series. This included several new features designed for player comfort, improved tone and pleasing aesthetics. Also introduced was the Limited Edition Chris Rea Signature Strat. The Squier Standard Strat, Fat Strat and Double Fat Strat made their debuts. The Custom Shop Sub-Sonic Stratocaster, with its 27" scale length and dropped B tuning (B-E-A-D-F#-B) hit the stores. The Stratacoustic also makes its entrance.

The Tom DeLonge Signature Stratocaster was introduced. The Eric Clapton and Jeff Beck Signature Stratocaster guitars were updated. New Noisless pickups replace Lace Sensor pickups on both models. The limited edition Iron Maiden Signature Stratocaster is released in Europe.

The affordable U.S-made Highway 1 Stratocaster was introduced. The Buddy Guy Polka Dot Strat was unveiled. The Roadhouse Strat became the American Texas Special.

The Highway 1 range was extended to include the Showmaster HSS, the Showmaster HH and the Stratocaster HSS. The '65 Strat was introduced to the Time Machine Series. In a busy year, several other models are introduced, including the Mark Knopfler Strat, Strat-O-Sonic DVI, Strat-O-Sonic DVII, Strat-o-Sonic Black Dove I, Strat-o-Sonic Black Dove II, Acoustasonic Strat, Artist Series Robert Cray Stratocaster and the Standard Stratocaster with Satin finish. The revolutionary new S-1 switch was added to some Stratocaster guitars. This enabled players to switch from humbuckers to single coils in an instant.

This year saw, among other things, the introduction of the Tie Dye Stratocaster, the Lite Ash Strat, Aerodyne Stratocaster and the Strat Jr.

This year, the Eric Johnson and Robin Trower signature Stratocasters were introduced.

This year saw the introduction of the Koa Stratocaster. Also, the Highway One Stratocaster was updated.

The most startling innovation of 2007 was the release of the VG Stratocaster. Also, this year saw the appearance of the John Mayer signature Stratocaster. The Custom Shop celebrated its 20th anniversary with, among other things, a completely new site design within fender.com.

A major overhaul of the American Series took place. Corona, California production saw the reintroduction of the American Standard Stratocaster, with redesigned bent-steel saddles, thinner undercoat finishes, improved neck finishing, and upgraded accessories. This effectively reset Fender’s modern U.S. production Strat baseline. Ensenada, Mexico continued producing Highway One Stratocasters alongside the U.S. line.

Corona expanded the American Standard Stratocaster range with additional finishes and configurations. Fender Japan continued to release Japan-only Stratocaster variants for its domestic market. No new Stratocaster production platform was introduced in the U.S. or Mexico this year.

Corona updated the American Deluxe Stratocaster with N3 Noiseless pickups, replacing the SCN design. This marked another step in modernizing U.S. flagship Strat electronics. Custom Shop production remained focused on Relic and Time Machine models without structural changes.

The Road Worn Stratocaster, produced in Ensenada, gained wider acceptance as a factory-aged instrument, directly influenced by Custom Shop Relic practices developed in Corona. U.S. American Standard production remained largely unchanged.

Corona introduced the Select Series Stratocaster, a premium production line featuring figured woods, compound radii, and upscale finishes. These guitars sat below Custom Shop instruments but above the standard American line. Japan and Mexico continued issuing region-specific Strat variants.
Bill Schultz stepped down as CEO of Fender Musical Instruments Corporation, ending the long post-CBS stewardship era. His place was taken over by Larry Thomas, having already been an internal executive at Fender.

Corona refreshed the Vintage Hot Rod Stratocaster line, combining vintage aesthetics with modern playability. Ensenada and Fender Japan both issued niche Stratocaster variants aimed at regional and stylistic markets, while U.S. production emphasised premium materials.

The Stratocaster celebrated its 60th Anniversary. Corona produced commemorative 60th Anniversary Stratocasters, while the Custom Shop issued limited anniversary builds referencing early-era specifications. Anniversary branding and badges distinguished these models from standard production.

Corona introduced the Jimi Hendrix Signature Stratocaster, based on late-1960s specifications and built as a right-handed guitar strung left-handed. Limited-edition American Standard Stratocasters were also produced in the U.S. as Fender prepared for an upcoming lineup change.
Andy Mooney took over as CEO.

Corona replaced the American Deluxe line with the American Elite Stratocaster. Features included fourth-generation Noiseless pickups, compound-radius necks, contoured heels, and modern electronics. This represented Fender’s most aggressive U.S. production modernization of the Stratocaster since the late 1990s. Also, Fender launched the Mod Shop on fender.com in June 2016 as a new online/custom digital guitar and bass-builder experience that lets players customize and order factory-built instruments.

Corona introduced the American Professional Stratocaster, replacing the American Standard. It emphasized traditional design with updated V-Mod pickups. The Custom Shop and Corona jointly supported the release of the Monterey Stratocaster, commemorating Jimi Hendrix’s 1967 performance.

Two major Stratocaster platforms debuted: Ensenada replaced the long-running Standard line with the Player Series Stratocaster, modernizing Fender’s core Mexican production Strat; Corona replaced the American Vintage line with the American Original Stratocaster series, offering decade-specific vintage instruments with subtle modern refinements.

Corona replaced the American Elite line with the American Ultra Stratocaster, featuring Ultra Noiseless pickups, updated neck contours, and premium finishes. This became Fender’s flagship modern U.S. Stratocaster line.Corona replaced the American Elite line with the American Ultra Stratocaster, featuring Ultra Noiseless pickups, updated neck contours, and premium finishes. This became Fender’s flagship modern U.S. Stratocaster line.

Corona introduced the American Professional II Stratocaster, refining the Professional line with V-Mod II pickups and improved ergonomics. The American Acoustasonic Stratocaster was also launched, produced in Corona, representing one of the most radical expansions of the Stratocaster concept into hybrid acoustic-electric design.

Corona expanded the Ultra concept with the American Ultra Luxe Stratocaster, adding stainless-steel frets and higher-end appointments. Custom Shop production continued to emphasize vintage recreations and limited signature runs.

Corona launched the American Vintage II Stratocaster series, replacing the American Original line. These instruments focused on historically precise year-specific recreations, signalling a renewed commitment to strict vintage accuracy in U.S. production.

Corona reintroduced the Tom DeLonge Signature Stratocaster as a limited-run model, reviving an early-2000s design. Fender continued leveraging nostalgia across U.S. and Custom Shop Strat offerings, while Ensenada production remained centered on Player Series models.

The Stratocaster marked its 70th Anniversary. Corona produced commemorative 70th Anniversary Stratocaster models, while the Custom Shop issued celebratory builds referencing early-era instruments. The year emphasized heritage rather than new production platforms.

Corona expanded the American Vintage II Stratocaster lineup with additional historically specific models. Overall Stratocaster production across Corona, Ensenada, and the Custom Shop remained stable, reflecting Fender’s current emphasis on refinement over reinvention.