Fender has had a messy 2026. A copyright fight over the Stratocaster's shape has turned into a full-blown legal battle with Thomann, Europe's biggest music retailer. On top of that, Fender's CEO got dragged online for comparing cover songs to "AI." Here's what actually happened, how people are reacting, and what it could mean for guitar buyers in Malaysia.
How the Fight Started
It all began with a court case in Germany. In December 2025, the Düsseldorf Regional Court ruled that the Stratocaster's body shape counts as a copyrighted work. But there's a catch — that ruling came from a case against a small Chinese seller who never even showed up to defend themselves in court. So it was a default judgment, not a full legal review of the issue.
Fender ran with it anyway. Starting in May 2026, the company sent cease-and-desist letters to a bunch of guitar makers, telling them to stop producing anything that looked too much like a Stratocaster. The letters went out to well-known names including PRS Guitars, LSL Instruments, and Thomann's own guitar brand, Harley Benton. And the demands weren't small — companies were told to stop selling, pull guitars already sold back off the market, and hand over sales data.
Fender's CEO, Edward "Bud" Cole, tried to play it down at first. In June, he said the company wasn't suing anyone and was just protecting its trademark.
What people online are saying:
1. Against Fender
A lot of players felt Fender was overreaching, trying to claim ownership of a shape that's been around and widely used for 70 years. Some called for boycotts.
2. For Fender
Others said just because a design is old and influential doesn't mean copying it closely should be fine. If you built something and watched everyone else profit off it for free, you might want to protect it too.
3. A common middle ground
Several people online admitted both sides had a point, even if Fender's approach felt heavy-handed.
Thomann Sues Fender
Thomann had enough. On 22 June 2026, the world's biggest music retailer — and a Fender dealer since 1954 — filed a lawsuit asking the court to confirm it wasn't infringing on anything. Thomann said this wasn't just about Harley Benton; it was about protecting smaller builders too, since a fight over the guitar's shape affects the whole industry's ability to innovate.
Thomann's CEO, Hans Thomann, pointed out that his company started small too and understood what it's like to be the underdog. Thomann also named other brands it believed were caught up in the dispute, including Tom Anderson, Suhr, LsL, Maybach, Pensa, FGN, and PRS.
What people online are saying:
1. Team Thomann
On forums like TalkBass, plenty of people cheered Thomann on, calling Fender's letters "bully tactics" and praising Thomann for standing by its roots.
2. "This is a bit much"
Others thought the whole thing had gotten overblown, since no one's actual guitar was going to be taken away.
3. Straight-up rooting for Thomann to win
Some comments were as simple as hoping Thomann "beats their asses."
4. Sympathetic but realistic
A few pointed out that even if Fender has a legal case, it's clearly lost the PR battle.
5. Not bothered either way
Some players said the dispute doesn't really affect them, since they just want to play guitar.
Fender Fires Back
Less than a month later, on 17 July 2026, Fender filed its own lawsuit against Thomann for copyright infringement — calling it the natural next step after Thomann took legal action first. Fender also rejected the idea that Thomann was some small player fighting for the little guy, pointing out that Thomann is actually one of the largest instrument retailers in the world and owns Harley Benton, one of Europe's biggest guitar brands.
The case is now in the hands of the German courts, and however it turns out, it could set the tone for whether Strat-style guitar shapes belong to Fender alone or to the wider industry.
What people online are saying:
1. The mood has shifted
By this point, a lot of the conversation moved from "who's right" to "how did this get so messy."
2. Some sided with Fender
A few people found it fair that Fender says it tried to talk things through with manufacturers before going legal.
3. Others weren't convinced
Critics said this looked less like a natural next step and more like a big company using lawyers to pressure a longtime business partner.
4. Genuinely split
Most industry commentary agrees this one doesn't have a clear "good guy," and opinions are divided fairly evenly.
The Recent "Analog AI" Backlash
As if the lawsuit wasn't enough, Fender's CEO ran into a second controversy — this time about AI. In an interview with T3 published earlier this year, Cole compared learning guitar through cover songs to a kind of "analog AI," and suggested AI itself could help musicians move past playing the same old covers.
The comments didn't get much attention at first, but once they started circulating on Reddit, YouTube, and guitar forums, the backlash hit fast. Musicians felt like their craft was being compared to a machine. One widely shared reaction, picked up by Fast Company, basically said people expect a guitar company's CEO to champion real music made with real guitars, not something churned out to boost numbers. Well-known figures in the guitar world — including YouTubers Rhett Shull and Samuraiguitarist, and JHS Pedals founder Josh Scott — spoke out against the comments publicly.
Under pressure, Cole later clarified to Fast Company that he meant to talk about how technology can help musicians learn and grow, and admitted he hadn't explained himself well the first time. The timing was rough for Fender — the AI backlash hit right as the Thomann lawsuit was already in the news, giving people two separate reasons to be annoyed with the brand at once.
What people online are saying:
1. Felt disrespected
Many musicians took it personally, feeling like their skills were being compared to something generated by a machine rather than earned through practice.
2. Called out the irony
Some pointed out how strange it was for the head of a guitar company to seem to downplay actual guitar playing.
3. Kept the story alive
Because respected guitarists and builders spoke up publicly, the story had more staying power than a typical online complaint, since interviews and videos tend to stick around.
4. Defended the original point
A smaller group agreed with Cole's underlying idea — that covering songs is genuinely how most guitarists learn — and thought "analog AI" was just an awkward choice of words, not an insult.
5. Mixed feelings about the apology
Some appreciated the clarification, while others felt it read more like damage control than a real change of heart.
How This Is Affecting Each Brand's Business
Beyond the online drama, this dispute is already shaping real business decisions across the industry.
1. Fender — Betting brand equity against its own reputation
Fender is leaning on the Düsseldorf ruling to protect decades of brand value tied to the Stratocaster shape, but it's paying for that in goodwill.
Several well-known guitar YouTubers have publicly criticized or distanced themselves from the brand, and this story is now permanently tied to Fender's name online. Fender says it would have preferred to settle things through conversation, and only went to court after talks with Thomann broke down.
2. Thomann & Harley Benton — Turning defense into a brand statement
Thomann has the size and money to actually fight this out in court instead of backing down.
By suing first, it has positioned itself — and its budget-friendly Harley Benton line — as the brand standing up for smaller manufacturers who can't afford a legal battle of their own.
3. PRS Guitars — A full-priced guitar caught in the crossfire
PRS confirmed it received a cease-and-desist letter over its John Mayer signature Silver Sky, a full-priced, clearly-branded guitar rather than a cheap knockoff.
That matters because it raises the question of how different a guitar actually needs to look to count as its own design. PRS pushed back through its own lawyers instead of complying.
4. LsL Instruments — A small builder fighting for survival
LsL, a small family-run builder from California, was the first company to publicly confirm it had received a letter, saying the legal costs alone could put the business at risk.
LsL started a GoFundMe for legal fees and raised tens of thousands of dollars, becoming something of a symbol for smaller builders caught up in this fight.
5. Other brands — Quiet exposure, real pressure
Yamaha, Suhr, and Tom Anderson have also reportedly been named or approached, even if not all have gone public about it.
For smaller workshops especially, even the threat of a lawsuit can mean redesigning products or spending money on lawyers instead of new guitars.
5. The bigger picture
The real question hanging over all of this is precedent. Whatever the German courts decide could determine whether Strat-style shapes stay open for anyone to use, like they've mostly been for decades, or become something only Fender is allowed to make. That outcome will affect pricing, sourcing, and what gets built industry-wide.
What This Means for the Malaysia Guitar Market
So how does a German court case and an awkward interview affect guitarists shopping here in KL or the Klang Valley? Here's the practical side of it:
1. The court ruling doesn't apply here — at least not yet. The Düsseldorf decision only covers the EU. Malaysia isn't bound by German copyright law, so S-style guitars from brands like Sqoe, Deviser, or other Strat-inspired models already sold here aren't directly affected. That said, big brands often adjust their global policies based on rulings in major markets, so this could still shape guitar designs worldwide down the road, including here.
2. Genuine Fender and Squier gear is unaffected. As an authorized Fender and Squier dealer, we can confirm this dispute is aimed at other manufacturers making Strat-shaped guitars — it has nothing to do with the authenticity, warranty, or supply of real Fender and Squier instruments sold through official channels in Malaysia.
3. Keep an eye on pricing and stock. If this drags on, some smaller international brands might get more cautious about making or exporting S-style designs, which could tighten supply or push prices up on certain models. It's also a good reminder to buy from authorized distributors — like us — who can guarantee 100% authentic gear with proper manufacturer warranty no matter how this plays out overseas.
4. Brand loyalty is being tested. Between the lawsuit and the AI comments, some players around the world are rethinking how they feel about Fender as a company, even if they still love the instruments. Locally, we're seeing more curiosity about other S-style options — like Sqoe and Deviser — as guitarists weigh familiar designs against how they feel about the brand behind them.
The Bottom Line
Fender is still one of the most legendary names in guitar history, and none of this changes the quality of the instruments themselves. But 2026 has been a rough year for the brand — a court battle with a longtime retail partner, plus a self-inflicted PR headache over AI, both happening at the same time. Whether you're Team Fender, Team Thomann, or just here for a good Strat-shaped guitar at a fair price, it's worth watching how this unfolds, since it could shape what's available — and what it costs — for years to come.
Looking for an authentic Fender, Squier, or S-style alternative in Malaysia? Visit our showroom in Ara Damansara or shop online at Guitarlicious — we're an authorized distributor with 100% authentic gear and a price match guarantee.