Jeep announced that it has partnered with Wallace Detroit Guitars and rock group Detroit Dreamers to launch a “one-of-a-kind, multi-faceted marketing collaboration,” as the automaker describes it in its press release.
“The initiative will give Jeep brand and music enthusiasts the opportunity to pre-order a custom-built guitar crafted by Wallace Detroit Guitars using historic old-growth wood sourced from historic Detroit buildings.”
The face of the guitar wears a graphic of the Jeep version of the U.S. Army star that’s applied by a branding iron, while the back features an engraved and hand-painted Jeep branded logo and a topographical map of Detroit.
The instrument is decorated with a deluxe beveled edge white pickguard, chrome hardware, a single coil bridge pickup and a guitar strap made from recycled car seat belts.
“Detroit is full of people who know how to make things. People love the history of Jeep and the brand has always been known for customization and details, so it was extremely fun from a creative side to bring some of those historic elements into this guitar,” Mark Wallace of Wallace Detroit Guitars is quoted in the news release.
To celebrate the launch of the guitar, Detroit Dreamers recorded a custom track, Dreamers.
“Growing up in Michigan, the people around us, many in the automobile industry, had a profound effect on Tony and me,” band founder Martin Kierszenbaum says of himself and bandmate Tony Lake.
“We watched Jeep remain bold and ever ready to collaborate with adventurous musicians,” he added. “With its approach to re-purposing local material, Wallace Detroit Guitars is the embodiment of Detroit ingenuity and resilience. It’s an honor to be wielding a guitar forged by both of those companies so deeply rooted in the community that shaped us.”
Customers can order a custom Jeep-branded guitar on the Wallace Detroit Guitars website for $2,900.
You can stream the song Dreamers on all digital platforms.