Smashing Belt-buckles on a Brand New Fender Guitar?

Developing products is a strange business. There are the obvious product capabilities (where most of us spend most of our time), the competitive environment, and in this particular product development case the priorities are twisted around just a little bit, and the smart guys at Fender have found a way to capitalize on those aesthetic preferences.

Indulge me for just a second with a portion of a David Wilcox song named “Guitar Shopping”. The song describes how a 17 year old David Wilcox intentionally bought his first guitar that was well used, road weary and oozing with character, that David hoped to develop over a lifetime as a professional guitar player and singer. After over a dozen successful albums, David spies an old guitar from his time as an aspiring guitar player, in the window of an old guitar store. Here’s a portion of David Wilcox’s song that beautifully describes the evolution of his guitar preferences.

“Guitar Shopping”

“…Course back then, I didn’t want it,it was way too new for me,I needed something old and righteous, with it’s own authority,So the first guitar I ever bought was twice as old as me,Because it’s life was full of music, as I as I dreamed that my life might be…I still like the look of road wear, but the roles have been reversed, The old ones still have their stories, but by now… so do I…”.

Like jeans that must look well worn and unique, so to does it appear it must be so for guitars as well, even Fender guitars!

WSJ reported recently on the Fender guitar factory in Corona, CA and the decision to intentionally age brand new guitars in order to provide customers with relic-like guitars at (over) new guitar prices (and of course new guitar capabilities). Fender marketers have watched as the price of vintage guitars have skyrocketed, propelled by collectors who like the look of character that comes with well-aged guitars. It turns out that the difference between a new Fender and a faux-vintage guitar can be over $500.

The tools required to bestow a soulless guitar into one with a pedigree and a cool, aged patina, include industrial solvents, a tumbler for some of the metal parts and a bit of sub-freezing aerosol to give the lacquer the “weather checking” spider like cracks. And of course you need the belt-buckles to provide the “cymbal stand” gashes.Customers say that they get the best of both worlds with an artificially distressed guitar - a new product that works well and doesn’t have any functional problems, and that broken-in feeling that plays better than a brand new guitar.As you develop your new products, keep the customer in mind – and remember to never get caught stuck, thinking only inside of the box! Know thy customers, Chris Hawkes.