VW gives customers the axe: electric guitar comes with every vehicle
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.
Reader Comments (Page 1 of 3)
Kowell 12:36PM (10/03/2006)
you know... I think I'd prefer a discount on the price insted of this...
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Adam Singer 12:37PM (10/03/2006)
Weird.
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James 12:39PM (10/03/2006)
This has to be one of the strangest promotions. I can only image the disclaimers plastered all over the guitar - DO NOT PLAY WHILE VEHICLE IS IN MOTION may not be enough. I'm also not sure how many people are not buying cars because they lack a built in guitar amp.
James
http://www.CarTV.com
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howhow 12:41PM (10/03/2006)
oh gosh!!! i'm already in the market for the GTI MKV... good thing i waited an extra week before purchasing...
though... i'm still waiting for the mazdaspeed 3's to come in so i can test drive but something gimmicky as a free guitar (i'm a guitarist btw) is making me lean towards the GTI rather than speed3 (i was previously leaning more towards the speed3) i'm such a consumer!
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ChaoZ 12:41PM (10/03/2006)
FirstAct? Geez, can't they go with a name brand?
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chz 12:44PM (10/03/2006)
Props to at Struck Design for putting together a sweet promotion site for VW.
http://www.struckdesign.com/
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Ed 12:45PM (10/03/2006)
These are the cheap guitar that you buy at WalMart. Not like your getting a Gibson or Fender...No thanks keep the car and the guitar.
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Ted K 12:49PM (10/03/2006)
This is exactly the kind of hokey useless drivel I've come to expect from VW.
Just make cars that last more than 20k miles for now, guys. Cross that next bridge when the time comes.
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Art Bjornson 1:35PM (10/03/2006)
When the car brakes down, you can always use the guitar to smash it on the hood.
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HHH 1:14PM (10/03/2006)
do any of you know of issues with the GTI? should i be concerned with quality issues? honestly
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james 1:19PM (10/03/2006)
so, this is sort of cool, but I am a bit upset with VW in general. This promotion is trying to overshadow the companies other problems, such as pricing. I dont mind that most of their models have gone up in price...they are no longer the "car of the people," and havent been for some time, but they are cheaper than their German counterparts. however, when you advertise "who would believe you could get all this (rabbit) for $14,990" you should sell one for close to that. Dealers tell me it is nearly impossible to find a 2 door 5 speed rabbit. No inventory, and I am bored of what I see. Sorry, I want to love the company, but a guitar is not going to solve their problems. oh, and why not Fender Vee-dub?
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Phil 1:42PM (10/03/2006)
Actually, this is a hand made guitar, not cheap at all. Now, if Chevrolet and Ford truck divisions want to get into the act and go one better, how about shotguns? Hunting season's right around the corner. Maybe a nice Remington 870 with engraved Ford logo.
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Vik 1:47PM (10/03/2006)
I have to give it up to VW, they certainly have the ear of their target audience- 20-somethings- and don't look like they're letting go.
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Mariam 1:47PM (10/03/2006)
Check out this great trail my friend posted on trailfire.com about some great car shopping! Here is the link -
http://www.trailfire.com/MikeP/trails/9196
Mariam
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330R 1:54PM (10/03/2006)
What?! They couldn't strike a deal with Esteban?!!
:-D
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mettmann 1:57PM (10/03/2006)
"These are the cheap guitar that you buy at WalMart. Not like your getting a Gibson or Fender...No thanks keep the car and the guitar."
nope -
http://firstact.com/Artists.aspx
btw - the target market are the Gen X group that like their punk and grunge - why the hell they don't carry a pignose or rockman in the car is beyond me.
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piglet 2:53PM (10/03/2006)
Chevy could follow suit & pony up the Corvette with the all-ready-in-production Paul Reed Smith Z06 model. Then again, that guitar lists for about $6000. Either way, I'd love to have both guitars, even if the VW is just a gimmick. Also, Gibson had a line of Les Pauls that were painted in a '57 Chevy motif. Nifty stuff.
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Jason 2:21PM (10/03/2006)
I'm surprised they didn't bundle an iPod. Much more useful to more people, they've done it before, and so on.
But I'd rather they spent money on quality issues than gimmicks like this. VW is generally price-wise at the top or over the top of the market segment they compete in, which makes the "for a few thousand more or the same price I could get a X", where X is much more desirable car, a really hard sell. Especially for the Passat, where you are almost talking BMW when you drop in some options.
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Luxury Larry 2:55PM (10/03/2006)
smells like desperation in wanting that "rocker" image. and i agree w/ #1, it's in desperate need of a discount!
sad, just plain sad.
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Will 2:38PM (10/03/2006)
First off, #12, no way in hell this is a hand made guitar. Not even PRS or Gibson guitars are "hand made".
Despite what #16 says, these are the cheap guitars that you buy at Wal-Mart. Exactly. First Act guitars are the exact brand that Wal-Mart sells.
I don't give a shit what artists they have on their website, these are still Wal-Mart guitars. It is not hard to hire someone to craft a small batch of quality guitars for trade shows and to distribute to artists, then mass produce sawdust guitars to sell to the public. Do you really think all those artists who play Fenders play the same ones that Guitar Center sells? No, they play custom shop models.
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