Iconic guitar brand allows players to select the look, feel and sound of their instrument, then modify their selection online
Fender Musical Instruments Corporation debuts the new Fender Mod Shop, providing consumers with the ability to design their guitar by choosing from a variety of customisable options. Fender developed the Mod Shop in response to the increasing demand for personalisation and modified instruments in the guitar marketplace.
Fender Mod Shop is developed to allow players to select the look, feel, and sound of their instrument by choosing from one of four Fender models — the Telecaster, Stratocaster, Precision Bass or Jazz Bass. Players then modify their selection online with a curated menu of options such as body colour, pickups, pickguard material, fingerboard, hardware colour and style, bridge and orientation to create a factory-customised model tailored to their personal preferences. Cosmetic options include nine body colours, such as Candy Apple Red, Daphne Blue, Surf Green and two of Fender’s Sunburst shades. Upon completion, orders are built to the desired specification in Fender’s Corona, California-based factory and shipped out within 30 days.
“We are excited to launch the new fully customizable Fender Mod Shop, which is an organic next step in our continued commitment to accompany players on their musical journey,” said Fender’s CEO, Andy Mooney. “The more comfortable you are with your guitar, the better you play. Mod Shop grants you the ability and convenience to create a factory-manufactured model truly tailored to your personal preferences.”
Fender’s Mod Shop will be available both online and via mobile devices, with base models starting from $1,649.99-$1,799.99 (approx. £1,115-£1,215). Pricing will vary depending on base model and selected modifications chosen during the design process. For more information, visit: fendermodshop.com