Fender announces the American Design
Experience, an innovative offering on Fender.com that allows consumers
to design electric guitars and basses based on Fender’s iconic Telecaster, Stratocaster, Precision
Bass, and Jazz Bass.
Consumers’ personalized designs are then built by hand in Fender’s flagship
Corona, California-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 an innovative digital platform configurator tool on its website 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 others’, on Fender’s
website for design inspiration.
“I've always loved the vintage hot-rod
vibe that Fender brings with their guitars,” said Campbell. “I've often had to
buy two different basses to piece together all the features I wanted. Now, I have
the option to get what I want the first time.”
Within the new online offering, options
include body and neck woods and designs, color finishes, pickup and electronics
configurations, and more. There are more
than a million potential design outcomes.
Fender American Design Experience
instruments are backed by the company’s limited lifetime warranty, and come
with an upgraded hardshell case, a certificate of authenticity with a dedicated
serial number, an official Fender product manual, a collectible American Design
Experience booklet, strap, polishing cloth, instrument cable, and adjustment