Fender CEO says the S-style cease-and-desist campaign should have been handled differently
Bud Cole says Fender should have talked with builders before sending letters, while the company continues defending its Stratocaster-shape strategy.
Sep 28, 2026
Credit: Fender / Naoki Tsuruta (via source)
Fender CEO Edward 'Bud' Cole has publicly addressed the backlash to the company's campaign against makers of S-style guitars. In an interview published through Mary Spender's channel and covered on September 24, Cole said Fender should have opened conversations with affected builders before legal letters were sent.
The underlying strategy remains in place. Fender says it is seeking visually distinct designs and has reached agreements with 18 companies, while Bloomberg reporting cited work involving 32 firms. Thomann's countersuit means the limits of Fender's claimed protection remain unsettled, making Cole's comments a change in tone rather than an end to the dispute.
Why it matters
Fender's campaign reaches boutique builders and major manufacturers alike, so its handling and legal outcome could reshape how closely new guitars can follow the Stratocaster outline.
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