Fender to Make the Back of Volkswagens More Comfortable?

I’ve spotted this rather weird news about Fender joining forces with Volkswagen cars maker on Fender’s blog. The aim of this collaboration is to provide an audio system that will equip several future Volkswagen models (Jetta GLI, Beetle,…), and it’s called the Fender Premium Audio System.

I know that Fender is famous for knowledge & expertise in amplification, and it’s written in their brand’s DNA. Yet I am wondering what they are reaching for? Maybe I’m just clueless but I’ve never really thought about Fender as “hi-fi” amplification systems builder. As a matter of fact the Fender Premium Audio System is the result of Fender’s partnership with Panasonic. Right, I can see the money part of the “what are they reaching for?” question! Cars sell… Fender gets cash… Everyone is happy in these bad economy days!

Is it enough of a reason to get involved in that kind of unexpected collaboration? As they are doing it, I guess the answer would be yes!

Is it a good thing for Fender’s brand image? Are they expecting some positive side effects on amps & guitars sales?

Most guitarists & bassists drive but will they be Fender fans enough to buy a Volkswagen car with Fender speakers in it? Most drivers around the world don’t play guitar or bass, and they’re not likely to buy a Fender axe or amp because their Volkswagen features the Fender audio system!

Do you think it is a good move for a niche centered business to team up with a broad niche business?

And most important question: the Fender Premium Audio System is a full tube amplification system? 6L6 or EL84? Is this a dumb enough question to conclude this post?

More (serious) information at fender.com.

* Kevin Smith’s fans would have recognized the title as a tribute to the hilarious Mallrats movie!

About Sem

I am the founder of Muzicosphere (that also exists in a French version). In 2011, I also created Guitar Fail, the Guitar LOL place to be. And before that I created GAS a GoGo, a gear giveaways blog in French.


  1. Les marques automobiles on besoin de proposer des équipements différenciateurs pour justifier des marges supérieures dans un marche automobile très standardise et concurrentiel. S’appuyer sur une marque connue et prestigieuse est une vielle recette qui marche toujours. Le marché des instruments de musique est devenu difficile pour les grandes marques historiques, elles doivent trouver les moyens de subsister sans tomber dans le piège de la délocalisation complète de leur production qui leur ferait perdre leur identité qui est leur fond de commerce.
    Bienvenue dans le mode réel !

  2. Il me semble bien que Fender (ou alors Gibson) avait proposé une Beetle avec une guitare qui se branchait dans l’autoradio il y a quelques années.
    Ils creusent le sillon quoi.
    L’ampli à lampe dans la voiture ce serait drôle, histoire de changer le loupiotes tous les 1 000 km. C’est groove tube qui serait content !!

  3. “Quote ~ “Fender’s partnership with Panasonic. Right, I can see the money part of the “what are they reaching for..”. I totally agree with you.

    In my opinion, it is just a Panasonic product with a Fender Logo. But Panasonic does have an impressive range of products and this “Premium Audio System” may yet be able to deliver what it claims.

    However as a guitarist, I’d say wouldn’t it really be cool if it was actually a full tube amplification system with modeling capabilities lol!

    Imagine ~ packing a strat and driving to a favorite location spot and pop the trunk, in goes the the jack and walla…maybe even get a tone close to something like Eric Johnson’s.

    Finishig off with Desert Rose. Sweet..:) I’d call that ride ~ The JAM-ROD!

  4. Alan Eisenberg

    Seems to me that they’re drinking the same stuff Gibson does.

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