The Affinity Series paved the way for the subsequent great success of Squier instrument/amp/accessory packages, such as the Strat Pak and Bass Pak, that provided aspiring musicians with everything they need to enter the world of amplified music in a single all-in-one purchase (usually by mom or dad).
Fender had previously experimented with "holiday bundles," but the Squier package concept proved wildly successful, putting a new generation of young musicians on a path to making music.
Squier celebrated its 20th anniversary in 2002 by launching its new Series 24 instruments (referring to their 24 3/4' scale length).
Although the new series offered several instrument style options—single-cutaway beginner guitars, semi-hollow-body blues guitars and archtop jazz boxes—at an excellent value, these products ultimately did not resonate with the Fender audience, beginners or otherwise.
The promise of a new, revitalized Fender dawned in the early 1980s as the dismal CBS era wound down, and concerned Fender officials noted the abundance of Japanese guitar makers who were blatantly copying—in some cases cloning—original vintage Fender designs with great accuracy and low costs, albeit with some occasionally bizarre details.
In one particularly galling instance, for example, one manufacturer used headstock logos closely resembling those of original pre-CBS Fender guitars, but using the words "Tokai" (with a large backward uncrossed "F"), "Springy Sound" instead of "Stratocaster," "Breezy Sound" instead of "Telecaster," "Oldies but Goldies" instead of "Original Contour Body" and —the last straw— "This is the exact replica of the good old Strat" instead of "Fender Musical Instruments" in small print below the main logo. Fender acted by setting up its own official Japanese manufacturing operation, Fender Japan, in March 1982. S.-Japanese venture, Fender Japan produced guitars with material and technical support from Fender's U. facilities; Japanese manufacturing facilities even included factories that had been producing the aforementioned Fender copies.
Music tastes at the time often ran to lower-than-low sub tones fueled by 7-string models, and Squier produced a short-lived 7-string Showmaster guitar.
Throughout the early 2000s, Squier staples such as the Affinity and Standard series continued with few changes other than occasional color additions, although a new twin-pivot bridge with satin anodized saddles was added to the Standard Series (once again mirroring Fender in design evolution).
Figured-top Deluxe models and black-and-chrome Standard Series models were launched, along with two Telecaster Custom models that became part of the new Vintage Modified family.
Squier scored big hits in 2004 with the upgraded Jagmaster II and the popular Squier '51, a value-priced instrument with unique looks—a very cool melting pot of vintage and modern features that combined '51 Precision Bass cosmetics, Stratocaster body shape and a tinted Telecaster neck.
At the time, many other established brands offered affordable copies of classic Fender models including the Stratocaster®, Telecaster®, Precision Bass® and Jazz Bass® guitars. Victor Squier started making his own hand-wound violin strings, and the business grew so quickly that he and his employees improvised a dramatic production increase by converting a treadle sewing machine into a string winder capable of producing 1,000 uniformly high-quality strings per day.
Squier Company in 1965; by 1982 the Squier name had resurfaced as a low-cost "value brand" alternative initially manufactured and distributed in the Japanese domestic market and soon offered to Europe, North America and the rest of the world. As his business grew, Squier moved the company to 429 Lake Ave. Up to 1900, the best violin strings were made in Europe.
The dawn of the new millennium saw Squier dabbling once again in areas perhaps better left to others, with several products designed to appeal to and accommodate more aggressive playing styles.