Fender recently announced the American Design Experience, a new offering on Fender.com that allows consumers to design electric guitars and basses based on Fender’s iconic instruments: the Telecaster, Stratocaster, Precision Bass and Jazz Bass guitars. Consumers’ personalized designs are then built by hand in Fender’s flagship Corona CA-based facility and delivered to their door within 90 days.
The Fender American Design Experience began in 2011 at the Fender Visitor Center in Corona, located adjacent to Fender’s factory. There, consumers have been able to hand-select instrument bodies and necks, and personally design their own unique instrument, before having it built and delivered to them within a matter of months. Now, Fender is able to provide this program only to people throughout the United States via a digital platform configurator tool on its Web site at www.fender.com/american-design.
Several professional artists have designed their own personalized instruments with the American Design Experience, including Neon Trees’ Branden Campbell, The Cult’s Billy Duffy, thenewno2’s Dhani Harrison, Joe Robinson and Taylor Swift’s Amos Heller. Consumers can view these artists’ personal designs, and those of others, on Fender’s Web site for design inspiration.
Within the new online offering, there are multiple options—including body and neck woods and designs, color finishes, pickup and electronics configurations, and more—that lead the user to more than a million potential design outcomes.
“We live in an era of personalization, and few things make a greater statement about people than the music they listen to—yourmusic and how it represents your individual identity,” said Justin Norvell, Vice President of Marketing for Fender. “Fender’s entire existence embodies that very concept, because its instruments have always been modular in construction, which has always made them ideal for individual personalization. And the online American Design Experience is the next level of that whole concept—built to an individual player’s specs straight from the factory floor.”