• Oct 3, 2006
While many automakers are scrambling to increase the music quotient in their cars via the addition of auxiliary inputs, a.k.a. iPod jacks, Volkswagen has announced the V-dubs Rock promotion today that turns up the wick on in-car entertainment. Beginning today and lasting through December 31st, anyone who purchases or leases any 2007 Volkswagen model or select 2006 models will get a custom First Act GarageMaster electric guitar that can be plugged into their Volkswagen and played through its sound system. The guitar displays the corresponding vehicle's VIN number and features pick guards colored to match the vehicle. Of course, the guitar is plastered with VW logos galore on the knobs, neck and other places, and comes with VW-branded picks and a guitar strap made out of seat belts. Even the blue indicator light on the guitar is the same shade as VW's trademark IP lighting.

The guitar's real trick, however, is its ability to play through the sound system of any VW via the auxiliary input thanks to an on-board preamp. We have to admit, we've never heard of FirstAct before so we can't comment on the quality of the instrument, but neither of us actually play guitar, which begs the question, who exactly is Volkswagen targeting with this promotion? It's a nifty give-away, but seems like an expensive one considering how few customers can even play Stairway to Heaven.

(Check out additional pics of VW's free music gear and the official press release after the jump.)

[Source: Volkswagen]

UPDATE: To clear things up, the First Act guitar is available with all cars except the Touareg, Passat, and Eos. So for 2007 models, it's the Jetta, Jetta GLI, GTI, Rabbit, New Beetle and New Beetle Convertible; and for 2006 models it's Jetta, Jetta GLI, GTI, Rabbit, New Beetle and New Beetle Convertible.



Press Release:

2007 VOLKSWAGEN'S ROCK WITH FIRST ACT GUITARS

AUBURN HILLS, MI – In a move only Volkswagen could conceive, the iconic brand has teamed up with guitar industry innovator First Act Inc. for a first-of-its-kind musical collaboration that will rock potential car buyers and create a whole new segment of players. Beginning October 3 and continuing through December 31, any customer that purchases or leases a designated Volkswagen model from the new 2007 line - including Jetta, Jetta GLI, GTI, Rabbit, New Beetle and New Beetle Convertible – will receive their own completely customized First Act GarageMaster electric guitar that will play seamlessly through the car's existing audio system. The 2006 Jetta, Jetta GLI, GTI, Rabbit, New Beetle and New Beetle Convertible will also come with a custom-made First Act GarageMaster guitar. Each electric guitar is a wholly unique, one-of-a-kind instrument and is available exclusively to those who purchase or lease one of these Volkswagen models through a Volkswagen dealer. No other manufacturer offers a musical experience quite like this to its customers.

The program will be supported through an extensive national television campaign, featuring Grammy-winning artist John Mayer, Velvet Revolver guitarist Slash (formerly of Guns N' Roses) and actor Christopher Guest, well known for his portrayal of Nigel Tufnel in This Is Spinal Tap, as well as through print and radio. Customers can log onto www.V-dubsrock.com to learn about the Volkswagen program specifics, First Act GarageMaster electric guitar, take interactive guitar lessons with Dweezil Zappa and more.

The First Act GarageMaster electric guitar is a work of customized pop culture art and will undoubtedly become a coveted piece of Volkswagen's music-rich history. Each electric guitar will display the Vehicle Identification Number (VIN) of the owner's Volkswagen vehicle and will also have custom colored pick guards complementing the exterior of the car. The guitar will feature the traditional Volkswagen logo and "V Dub" inlay, a guitar strap made of safety belts, VW knobs, a prominent blue indicator light that matches the trademark instrument panel lighting of Volkswagen vehicles, VW logo guitar picks and a carrying case to take the music anywhere. Volkswagen owners can now create a concert in their garage, play for the entire tailgate party or shred in the beach parking lot.
"The partnership with First Act is the next iteration of Volkswagen's longstanding history with music," said Volkswagen's Director of Brand Innovation Kerri Martin. "The Volkswagen brand is culturally known for its celebration of music and all things creative; this exciting collaboration makes a statement that Volkswagen is a brand with innovative ideas and an unparalleled ability to create unique and appealing connections with its consumers."

"We are excited to be working with Volkswagen because of what our two brands can generate together. Like Volkswagen, we value technological innovation and inspired design." said Bernard Chiu, First Act's Chairman of the Board. "Through this partnership, we've created a revolutionary way for players to perform, with a groundbreaking guitar design and an exciting way to play it." added First Act's Vice President of Marketing, Jeff Walker.

Each First Act GarageMaster guitar has a built-in pre-amp that allows the guitar to plug directly into Volkswagen's auxiliary jack. The pre-amp features First Act's proprietary V-Stack Technology, an analog modeling technique that emulates vintage amplifiers. This innovative technology and promotion brings together car lovers and music lovers alike. The car and music culture become one and creates a unique sense of self-expression.

The joint venture between Volkswagen and First Act launches October 3rd and the unique promotion will last through the end of the year until December 31st. This offer is available on all new, unused 2007 and 2006 Jetta, Jetta GLI, GTI, Rabbit, New Beetle and New Beetle Convertible vehicles - purchased or leased within the promotional period. The First Act GarageMaster electric guitar will plug into the auxiliary jack of the aforementioned 2007 vehicles as well as the 2006 New Beetle and New Beetle Convertible. Information about Volkswagen and First Act's co-promotion can be found online at www.V-dubsrock.com and www.firstact.com.


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 40 Comments
      • 8 Years Ago
      FYI, we've archived the online ads for this VW campaign. Check 'em out --

      http://adverlicio.us/topic/v_dubsrock_com

      Lots more VW online ads archived here --

      http://adverlicio.us/volkswagen

      Enjoy!
      • 8 Years Ago
      This is a disgrace to the makers of VW cars. What a joke to offer this low level guitar brand as an incentive. I am sure that First Act has had a coup as they are nobodies with the poorest quality products. It is a shame that these great artists would also be involved as they would never actually play such crap.
      But VW should have done their homework. The company that handled this should be fired for such incompetence.
      • 8 Years Ago
      Great idea, spend $25k on a car and get a $150 guitar that will sound like crap if you play it through a car stereo. M-O-R-O-N-S!
      • 8 Years Ago
      Completely bizarre... I don't understand marketing people at all. How does a promotion like this get past the first level of management at VW, let alone actually live to see the light of day and be ridiculed by the public?

      How many people will see this as sufficient incentive to buy a VW over competing brands? Most if not all potential customers don't want a guitar to take home they want cash back, or free gas for a month, or something useful not a cheap guitar that can play through the guitar speakers. This promotion must have a target market of about 50 nationwide. Good job VW USA keep the good ideas rolling! How about fixing your crummy reliability image first?
      • 8 Years Ago
      do any of you know of issues with the GTI? should i be concerned with quality issues? honestly
      • 8 Years Ago
      This if F%$#ing cool.Every guitar is hand made to a certain extent.This one's not a PRS,or ESP but better than a Wally Mart Axe.What a cool trick...What the hell do the others give you??? Not even engraved car mats.
      • 8 Years Ago
      Props to at Struck Design for putting together a sweet promotion site for VW.

      http://www.struckdesign.com/
      • 8 Years Ago
      This is a rather silly gimmick. The iPod promo they ran last year was much better, if they are trying to reconnect with the 20-something crowd. As a new "30-something" who owns a GLI (essentially a GTI with a trunk), I can state to the poster considering the GTI that it is a decent car and I haven't had any issues in nearly 19,000 miles of ownership (knock on wood). It is much improved on the old GTIs, and is a worthy successor.

      VW had a rough September (sales down 8%), blamed in part on supply, but if this is how they are planning to address it, I think they have bigger issues in the marketing department.
      • 8 Years Ago
      I think in time you will see one of these guitars played by someone well known at a large venue, causing it to become a "sought after gimmicky cult product". Buy the car now before the guitars raise the price any further!

      Live long and Play well,
      Guitar Guy
      • 8 Years Ago
      Weird.
      • 8 Years Ago
      I doubt it costs vw much at all to give away this guitar, so a "discount instead" wouldn't be much. VW probably paid for the site and any marketing which is just a part of their existing budget, and First Act is producing the guitar and in exchange gets a whole bunch of publicity. Think about it, I have never heard of First Act until today and it sounds like many here haven't either. At the very least, vw is getting them at cost which might be $100. I'd rather have the guitar and then sell it on EBay then get the $100 discount.

      And Ted K, its true, a vw won't last 20K miles if you drive off a bridge into a river and kill a girl with it. But you can't blame vw for that. BTW, why did you pick pick 20K miles? Don't bother answering, it was a rhetorical question - Troll.
      • 8 Years Ago
      Keep the guitar and put it toward better service and cheap assemled product. There service still suck after three years of owning a Bug.
    • Load More Comments