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Fender Unveils the Mod Shop

An experience that provides consumers with the ability to design their dream guitar by choosing from a wide variety of customizable options.

Burbank, CA (June 14, 2016) -- Fender Musical Instruments Corporation (FMIC) debuts the new Fender Mod Shop, an immersive digital studio experience providing consumers with the ability to design their dream guitar by choosing from a wide variety of customizable options. Known as the worldā€™s leading musical instrument manufacturer, Fender developed Mod Shop in response to the rapidly increasing demand for personalization and modified instruments in the guitar marketplace.

ā€œWe 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,ā€ said Andy Mooney, CEO Fender Musical Instruments Corp. ā€œThe 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.ā€

Fender Mod Shop will allow players to select the look, feel, and sound of their instrument by choosing from one of four Fender modelsā€”the TelecasterĀ®, StratocasterĀ®, Precision BassĀ® or Jazz Bass. Players will then modify their selection online with a curated menu of options such as body color, pickups, pickguard material, fingerboard, hardware color and style, bridge and orientation to create a factory-customized model truly tailored to their personal preferences. Cosmetic options include nine body colors, such as Candy Apple Red, Daphne Blue, Surf Green and two of Fenderā€™s popular Sunburst shades. Upon completion, orders are built to the desired specification in Fenderā€™s Corona, CA based factory and shipped out within 30 days.

Fender partnered with Oakland-based e-commerce software developer Fluid to develop an easy-to-navigate and visually rich purchase experience for consumers. Their software platform, Fluid Configure 3.0, powers the Mod Shop, giving consumers a simple journey enhanced by high-fidelity 3D modeling, which allows musicians to see their custom design from all angles, as they build it.

ā€œConsumers are seeking something different,ā€ said Kent Deverell, Founder and CEO of Fluid. ā€œThey want the iconic Fender brand but also what no one else has, the Mod Shop says, ā€˜you can instantaneously have literally thousands of variations of our products to get exactly what you wantā€™. Giving consumers this power in a rich visual environment is the ultimate in personalization and puts creativity into their hands.ā€

Available starting June 14, Fender Mod Shop will be available both online and via mobile devices, with base models starting from $1,649.99 - $1,799.99. All pricing will vary depending on base model and selected modifications chosen throughout the design process. Consumers can also purchase in-store with a personal consultation from their favorite dealer.

Players begin by selecting their preferred model, including:

  • Telecaster ā€“ Authentic, classic Fender sound with 8 configurable features
  • Stratocaster ā€“ The tone heard ā€˜round the world with 9 configurable features
  • Precision Bass ā€“ The sound of revolution with 5 configurable features
  • Jazz Bass ā€“ Tone to soothe the soul with 5 configurable features

Features:

  • Two orientation options: Left-handed or right-handed
  • Two colors/body materials: Ash with burst finishes or Alder on solid color finishes **Body Material dependant upon the color**
  • Nine body color options: Black, Vintage Blonde, Olympic White, Lake Placid Blue, 2-Color Sunburst, 3-Color Sunburst, Candy Apple Red, Daphne Blue and Surf Green
  • Two fingerboard options: Maple or Rosewood
  • Six pickguard materials: 1-Ply Gold Anodized, 4-Ply Tortoise Shell, 4-Ply Aged White Pearl, 3-Ply Mint Green, 3-Ply Parchment and 3-Ply Black
  • Pickup options: ā€“ **will vary depending on model**
  • Telecaster - Texas Special, 4th Generation Noiselessā„¢, Vintage 1952 TeleĀ®, American Series
  • Stratocaster ā€“ American Series - optional Shawbucker, 4th Generation Noiseless - optional Shawbucker, Texas Special
  • Precision Bass ā€“ Pure Vintage ā€™58 P Bass, Pure Vintage ā€™63 P Bass, American Series P Bass
  • Jazz Bass ā€“ Pure Vintage ā€™64 J Bass, 4th Generation Noiseless, American Series J Bass
  • Two tuning machine options: American Standard and Modern Locking (American Standard only for Basses)
  • Two bridge options: American Standard and American Deluxe (American Standard only for Basses)
  • Two hardware color options: Chrome and Gold (Chrome only for Basses)
  • Strings: 0.009-0.042 for Guitars; 0.045-0.105 for Basses
  • Case: Black ABS Molded

Watch the company's video demo:

For more information:
Fender Mod Shop

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