We’ve been seeing a number of questions here about the new American Design Experience at the Fender Visitor Center. Here’s the story direct from Fender CEO Larry Thomas:

The American Design Experience at the Fender Visitor Center in Corona, Calif., was recently launched to give Fender enthusiasts the ability to become directly connected to the creation of the guitar of their dreams. Any guitarist now has the ability to hand select exotic or standard-shaped necks, combine them with unique or standard-painted bodies, and the pickguard and pickup configuration they most desire. By choosing among the components of high-quality U.S. production-made Fender instruments before they are assembled, customers can create the specific look, feel and weight of their dream guitar.

Once selected, piece by piece, the guitar is then assembled, set-up and inspected by the team at the Fender factory in Corona and shipped to the customer’s home. As many of the painted bodies or selected necks are entirely unique, the customer truly has a one-of-a-kind experience that cannot happen anywhere else on earth.

Neck sizes vary in thickness and shape, and include many options from the vast assortment of Fender models. A selection of pickups and pickguards is made from assembled parts also freshly produced from the factory floor. Prices for completed guitars range from around $1,600 for a standard model up to around $2,400, depending on specific materials and options selected. Neck plates are then engraved as “American Designed” and are personalized for the customer, including the guitar’s specific “birth” date.

“It’s like going to an automobile factory and designing your own car,” Thomas concludes. “It caps the amazing experience of being directly connected to Fender’s legendary factory.”

American Design instruments are only available at the Fender factory in Corona, Calif. Although dealers are invited to bring their customers, the products conceived and designed there are not available at stores or anywhere online. Once you have enjoyed Fender’s American Design Experience for yourself, offer your feedback on the process here on the Fender community forums at Fender.com, as we have many other ideas for this innovative program and we want to know what you think.

We look forward to seeing you soon.
-Larry Thomas

Fender Visitor's Center & Factory Tours: Information and Hours

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Director at Fender. Guitarist & guitar collector. All views/opinions expressed here are my own and not Fender’s.

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That's great Brad. I only wish it was closer to the house!!

Great in a way.
Some kind of "Choose it yourself" high quality Ikea style Custom guitars.
These are FENDER® factory parts assembly.
But maybe not to compare to the Custom Shop ones.
But a fine move towards in-between budgets.

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http://www.guitarmotel.com

Now I positively must start saving up--I'll finally be able to get the hardtail Strat I want!

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Good Vibes To Y'all!



Screamin' Armadillos
Texas Roadhouse Music
Guitar/Slide Guitar/Harp/Vocals

screw hardtails im going Tremolo on mine!

i'd lovetoo but there's a whole lot of ocean for me to cross to get there

Saw the great story and several of the really cool photos
in PG magazine - NICE!!!

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Being able to play and enjoy music is a gift that's often taken for granted.

Don't leave home without it!

Truly amazing Brad, thanks for posting. Say hi to Larry for me, lol.

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you can save the world with your guitar one love song at a time it's just better, more fun, easier with a fender solid body electric guitar or electric bass guitar.

Im in, just as soon as I get down there.

Thank you Fender for trying this out. Awesome stuff.

This sounds way cool - I wish I lived closer... I'm on the east cost!

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Robert Moog - "Hey... where do all these patch cables go?"

I remembered on my tour, the cost was around $1600. There were some one-off color bodies that marketing rejected for sale. There was talk of having other models besides the AmStd Strat available, i.e. vintage types, and maybe Telecasters. There was a '52 Hot Rod Tele neck available.

Very cool! I'm glad to hear they've finally opened up the factory for tours, etc. I'll be out there ASAP.

Thanks for the news.

See you there!

Sounds like a great idea and yes i would be up for it.

However living on the wrong side of the pond would need to plan a trip and have part of it visiting Fender

What would help us geographically challenged guitarists if there was a section of the website that assisted in planning the build prior to visiting the factory and tour. Maybe extending the guitar builder would help and having the fender colour chart available. No point going through the process if all you can get is a strat available in American Standard spec, i'm a tele man!!!!

ukraider

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ukraider
"money cant buy you love but it can buy guitars!!!!!!"

Sigh. Dropping in from Australia isn't really an option. I'd love a left hand deluxe in white/maple board.

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I'm just a startled bunny in the headlights of life. LJ Young