Fender has launched its new Fender Mod Shop, which allows buyers to design their own guitar by choosing from a wide variety of customisable options.
The firm says it developed Mod Shop in response to the rapidly increasing demand for personalisation and modified instruments in the guitar marketplace. It is essentially a revamp of its American Design Experience, which was launched in 2014.
“We are excited to launch the new fully customisable Fender Mod Shop, which is an organic next step in our continued commitment to accompany players on their musical journey,” said Fender 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. With Mod Shop, you get exactly what you want, in every way.”
Fender Mod Shop will 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 will 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 popular Sunburst shades. Upon completion, orders are built to the desired specification and shipped out within 30 days.
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