Pull Over. Plug In. Rock Out.
Oct. 5, 2006 — -- In what both parties hope is an especially harmonious partnership, carmaker Volkswagen is teaming up with Boston-based First Act -- makers of guitars and other musical instruments.
The German car brand has, in recent years, embraced music as a marketing strategy.
It's used tracks from artists like Sting, Moby and Nick Drake in TV ads, and for three months in 2003 gave away 15-gigabyte iPods with every purchase or lease of the new Beetle.
Beginning this week, buyers of certain models of Jettas, Rabbits and Beetles will get a First Act electric guitar that hooks up to the cars' stereo systems.
"The partnership with First Act is the next iteration of Volkswagen's longstanding history with music," said Kerri Martin, Volkswagen's director of brand innovation.
The electric guitar will display the vehicle identification number on a metal plate placed on the back neck of the instrument.
It also will come with pick guards color-coordinated with the car's exterior, and VW logo guitar picks.
The logo is also inlaid in pearl on the 12th fret of the fingerboard and, finally, the guitar's carrying case and shoulder strap are made of seatbelt material.
Clever packaging, sure, but how practical is the car guitar?
"I think it's an interesting idea, but I'm not sure the car is the ideal place to play your guitar," said Alex Skolnick of Trans-Siberian Orchestra in an interview with ABC News.
"I hope no one tries it while driving, but I suppose there are times where you're waiting somewhere or stuck in a traffic jam when it could be fun to practice," Skolnick said.
The idea has struck a chord with other musicians.
"It's awesome," said Riggs, the lead guitar player and singer of Scum of the Earth, and formerly of Rob Zombie's band. "It gives people a way to relieve day-to-day driving stress, and an opportunity to annoy your neighbors."
"Now you can tell people you play guitar in the 'Beetles,' and technically you wouldn't be lying," said music producer Jeff Balding, who's worked with John Mellencamp, Shania Twain, Faith Hill and Megadeth.
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