Buy A VW, Get A Guitar

In one of the most bizarre bits of marketing we’ve seen, Volkswagen announced today that any customer that buys or leases a 2007 Jetta, Jetta GLI, GTI, Rabbit, New Beetle and New Beetle Convertible will get a custom guitar that can play through the car’s audio system. Each guitar is custom made to match the car itself: it comes in the same color and has the car’s Vehicle Identification Number displayed on it, in addition to various VW emblems. Obviously, the marketing campaign, featuring rocker Slash and sort-of rocker John Mayer, is for the First Act guitar company itself, but we’re guessing VW hopes to sell a few more cars at the same time. Click below for a closer look at the First Act GarageMaster model VW buyers will get.

[Volkswagen via Jalopnik]

Comments

[you've got to be kidding?]

this is one of the most hideous ways of cheezy salesmanship and gives reputable car salemen/women a bad vibe!!

I disagree....the most hideous way was "a Focus and a DELL!"

[Gina]

I would just like to meet the person who's going to plug their guitar into their car and JAM! Where would one do this sort of thing? Do you take it to a concert and try to out-play the band in the parking lot? Or do you set up shop in the school parking lot, serenading your unrequited love?

It just doesn't seem appropriate in any situation, now does it Volkswagon...... hmmmmm?

[Dave T.]

but everyone can use a DELL!!! I can't play guitar. What am I going to do with it? Hang it as art?
I like the Say Anything aspect though Gina.

[Jennifer]

I love the offer. I just signed up for a Rabbit yesterday and I have been dying to learn guitar. This is fantastic!!! now I have a guitar to learn on! Whoo Hoo.

[Chris]

The question is not whether a few buyers will look who otherwise would not, because there are certainly kids in the demographics of the VW customer that will see this as a chance to finance a guitar "for free" (no extra cost and they were in the market for a car already) and this is clearly one of those situations where it may make the difference to a few that otherwise may have gone elsewhere. The real question is, "how does this effect the brand's image in the market"? Overall it probably is clever as campaign if not so clever functionally. I have played guitar since 1978 and bought my first VW in 1981. I bought my 6th VW in 2001, so they already have me as a customer. How would I respond to the ad?

I think I would scoff and then get my butt down there after I warmed up to the idea. I bet they have a cash value in exchange for the guitar so that non-players don't feel "ripped off" and all tolled I think this will go down as a very clever and effective campaign.

In an industry that has continuously gotten more disgusting with each new ad campaign/concept (Carl's Junior, Red Bull, A-1 Steak Sauce and many others have ad campaigns that are so shameful, I would slap anyone involved given a chance) at least this is clever without being offensive

[Joe]

These guitars are works of art. They are rare, limited editions, which means any lover of music could enjoy them! I'm sure in 10 years they could sell for more then you paid for them (Free ;). Appreciate them for they will appreciate. Now say that about a Dell!

This is not about buying a guitar that comes with a VW. It's about gaining competitive advantage for VW. It's a deal-maker! Like signing up for a checking account and getting some tools or cookware (Both of which most people are still learning how to use). It equips a good salesperson with more leverage and that can’t be bad. It brings people in the door - period.

Besides one of the first and most successful industry pairing was the VW Trek/K2 and not everybody rides the bike in their garage or can snowboard/ski. Durring those years TREK\K2 sales climbed also! I wouldn't question VW on this one.

The VW First Act is rad! I’d love to go to my car on lunch break and make some noise in the parking lot. With all the desire on TV, giving people a car that matches their personality, it’s a great custom without a hefty bill. This is why we customize - To inspire! The only one who might not appreciate the deal is the neighbors (Who don't have one!).

Maybe it’s not for you, but that doesn't make it a bad move on VW's or First Act's side. If someone wants a VW, it won't change their mind. It's smart anyway you look at it.

[Kevin Eckhart]

So....maybe you'd rather they scream "TENT SALE" ???

Great Idea, I think. VW has always been associated with music (most recently with the Year of the Blues). It fits the demo - it's a pretty cool guitar - I bet you could go straight into your computer sound card because it's got a built in preamp and record your sounds directly without a direct box.

If you don't like or play the guitar, my guess is that someone in your family does, or would like to. Nice gift just in time for the Holidays.

As for where I'd play it through my car?? Well, if your truly learning, wouldn't it be cool to pack it in the back and take off for a lonely beach or mountain picnic and have a little fun without upsetting the neighbors?

KEWL IDEA VW.

KE

[scooterj]

all i got was a cheesey fast!!!

[DJ]

I love my Jetta, and I don't think this idea is cheezy at all. People aren't going to buy a VW to get a guitar, they are going to buy a VW based on price comparison, plus it sexy too.

[Scott]

Are you kidding me this offer ROCKS!! I have played in bands for years. Me and my band mates are each getting one. I plan to throw a kegger on my 40 acres and jam through our cars. motorcycles , ATV's , ROCK AND ROLL AND BEER. got to love it

[Kevin]

the deal might be better if they offered a Gibson goldtop or something, but firstact? naw you can get those crappy things at toys-r-us, so its got some vw knobs on it.. in the immortal words of Ben Stein. wow...

[Butchman]

Kevin, You can also get a Gibson or Washburn at Target or a Fender at a Best Buy or Sams club. Everyone makes a lower end guitar... I played this guitar today and it has a preamp built into it! This is the coolest innovation for the guitar in years. I have played for 20+ years and have over 10 guitars, this guitar plays as well as any $1000 guitar that I have, the hardware is top notch and it has a preamp. You could plug this guitar directly into headphones or a computer. The "old man" brands haven't come out with any innovation to the industry for years...

[Tanner Smetana]

ahhhhhhh..... i could have sworn that the other guy was Larry LaLonde, not john meyer...

[Bridget]

I just bought my '07 Jetta and I love it!!!
I can't wait til I get my guitar &
"Shake the foundations of my VW!"
"Thanks Volkswagen!"

[KMV]

First Act is a low end guitar of questionable quality. These have to be manufactured in China since you can buy a similar 'Les Paul' First Act for about <$200 at Target.
There are at least 8 Chinese mfg of similar guitars that target the student market. As the name implies these are 'first' guitars. Not for the seasoned player.
Anyone who thinks a $1600 Eric Johnson American Strat or any Fender Custom shop guitar plays like this guitar probably does not know how to play anything but open chords.
Although this is an innovative ad campaign, take a pass on this guitar and buy the car you want. If you were going to buy the VW anyway - this is a nice bonus. Who knows, they might be collectibe in 50 years.

[dale]

About the "Anyone who thinks a $1600 Eric Johnson American Strat or any Fender Custom shop guitar plays like this guitar probably does not know how to play anything but open chords." Quote... I personally own an EJ sig strat, Along with a 1998 peavey wolfgang std. And a 1983 les paul, And A few acoustics, And many have come and gone in my past. I have the Satriani tube head from peavey....I have been playing since I was 8 years old, I am now 26. I dont claim to be Malmsteen or anything but I can do a few things here and there... more than open chords. Now saying all that, good guitarists are a dime a dozen! And let me tell you if you havent tried this guitar you have no idea what you are talking about. Sure I know what first act is, Ive seen them on the shelves of kmart lol. But when I plugged this thing in all I can say is wow, Nevermind just plugging it in... You can feel a good guitar just by picking it up. This guitar is easily compared to $1000+ guitar, Try it out, You will be dumbfounded! (only thing the guitar needed when I got it was a good polishing job done on the frets!)

[Brian Elsey]

I just bought one of these vw guitars from a pawn shop, $60!! it will be worth alot in 10 years or so but i dont care, i'm a vw guy and nothing antone says can change my mind. i've had a 54 oval window bug, and a 96 glx jetta. This guitar is great to learn on, i'm thnking a professional guitar player wouldn't buy this guitar because it's not a les paul or another expensive brand though. so I love it and my vw's til i die!!!