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Squier is a second-line brand of the Fender Musical Instruments Company, as Epiphone is to Gibson. It produces models, such as the Telecaster and the Stratocaster, derived from the Fender line of products but at lower prices. Squier also made original design guitars loosely based on the Stratocaster but with a reduced body size and employing, at least on the Japanese models, a Telecaster style headstock...these were known as the "Bullet" series. Later Korean Bullet Squiers employed the normal Stratocaster headstock and also had the familiar body contour that the earlier Japanese Squier Bullets did not utilize. These instruments were also excellent quality. Squier guitars are commonly sold in stores that do not specialise in musical instruments. In the 1980s, Squiers and Squier Bullets were manufactured mostly in Japan and were quite well-built, to enable Fender to compete with Japanese copyists Tokai. However, these early Squiers were too well-built for their own good, as the first models, (non-Bullets) were very true to the original '50s and '60s specification. So, production moved to South Korea and Mexico in the 1990s (this also marked a serious drop in the quality of Squier guitars, with plywood replacing solid alder and ash for the bodies and the necks also started to be made of much lower-grade maple than initially), and more recently to Indonesia and China as well, as the Japanese, Mexican, and Korean factories have moved to making more instruments under the official Fender nameplate. There have been a few Squier models that have been distinct enough in specification from standard Fender models to be notable, such as the Super-Sonic, the Squier '51 (a design that hybridizes elements of the Stratocaster, Telecaster, and 1951 Fender Precision Bass), and the Jagmaster (partially derived from the Fender Jazzmaster). There have however been a number of packaging and finish options offered by Squier that might not fit the desired brand image of Fender, for example, the Hello Kitty Stratocaster with pink finish and fingerboard inlays and the Hello Kitty logo, featured in Newsweek magazine. As of 2005, Fender seems to be positioning Squier as both a budget brand (with the Affinity and Standard series of guitars and basses) and an alternate moniker, with higher quality, more distinct, and more expensive models in the Squier lineup that have no parallels on the Fender side of the company—including some signature model guitars designed with celebrity endorsees. Original models
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