Jeep® Partners Up With Wallace Detroit Guitar To Produce New Custom Guitars!

Made From Reclaimed Wood From The Historic Packard Plant...

Jared Balfour September 20, 2021

Wallace Detroit Deluxe Jeep® Guitars. (Wallace Detroit Guitars).

Music fans listen up! The Jeep® brand has partnered with Wallace Detroit Guitar, a company in which it manufacturers guitar bodies entirely from ethically sourced old-growth wood sourced from historic abandoned buildings in Detroit. Together with Cherrytree Music Company’s DETROIT DREAMERS, the trio is launching a multi-faceted marketing collaboration. The initiative will give Jeep fans and music enthusiasts the opportunity to pre-order a one-of-a-kind custom Jeep-themed guitar made from wood reclaimed from the historic Packard Plant in Detroit.

The refurbished wood, usually over 100 years old, gives each custom piece a vintage sound only available in older instruments. And the thoughtful combination of neck, pickups, and electronics provides a wide range of tones with great sustain. The guitar bodies are cut on a CNC router and finished by hand. Each body is completely unique in its color and grain pattern. Wherever possible, historic stains, nail holes, and scars are left in the wood to showcase its history.

Cherrytree Music Company’s rock group DETROIT DREAMERS created a custom track, “Dreamers,” and accompanying visualizer to celebrate the launch of the initiative. The song harkens back to the roots of founder Martin Kierszenbaum and bandmate Tony Lake’s passion for rock and speaks to the perseverance of dreamers that exists in everyone. To celebrate the launch of the song, DETROIT DREAMERS made a special appearance Friday, September 17th, to perform “Dreamers” for employees at the Detroit Assembly Complex – Mack facility on Detroit’s east side.

“Music, architecture, and the automotive industry are revered in the city of Detroit,” said Olivier Francois, Global Chief Marketing Officer, Stellantis. “This initiative with Wallace Detroit Guitars and DETROIT DREAMERS to launch a custom Jeep-branded guitar and custom track gives fans the opportunity to own a unique and authentic work of art that both acknowledges their passion for the Jeep brand and celebrates the city’s history of music and its automotive roots.”

DETROIT DREAMERS founder Martin Kierszenbaum added, “Growing up in Michigan, the people around us, many in the automobile industry, had a profound effect on Tony and me. We watched Jeep remain bold and ever-ready to collaborate with adventurous musicians. With its approach to re-purposing local material, Wallace Detroit Guitars is the embodiment of Detroit’s 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.”

“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,” said Mark Wallace of Wallace Detroit Guitars.

The Wallace Detroit Deluxe Jeep Guitar features include:

Graphic of the iconic Jeep version of the U.S. Army star on the front of the guitar, hand-applied by a branding iron
The back of the guitar is as remarkable as the front, featuring engraved and hand-painted Jeep brand logo and Detroit topographical map
Humbucker (trademark symbol here) neck pickup with the iconic Jeep grille graphic
Maple neck and fretboard
Deluxe beveled edge white pickguard
Chrome hardware with traditional bridge and controls
A single-coil bridge pickup
Guitar straps that come with every guitar are made from recycled car seat belts
All guitars also come standard with a Gator hard-shell guitar case
Hand-applied oil finish
[WU1] 100% handmade IN Detroit OF Detroit for the Jeep brand
Each guitar will be individually numbered as part of the custom build as below:

Reclaimed Wood: Packard Plant
Detroit, Michigan
313-JEEP-(unique identifier #)

Customers can order their custom Jeep-branded guitar right now at www.wallacedetroitguitars.com. The custom guitars, priced at $2,900 USD, take 90 days to complete.

Everything You Need to Know About the STLA Frame

November 20, 2024

Jeep® Launches Grand Cherokee 4xe in Brazil with New Features

November 19, 2024

Meet The 2025 Jeep® Wrangler 4xe Willys ’41

7 replies

Join the discussion →

Loading new replies...

J Jeeprt Sep 20, 2021 #1

How about they stop with all this nonsense and focus on the product. Where is the two row GC? Are they waiting for 2024 to introduce the 2022 model ? I can't wait to see all three colors you can choose for your 60K truck. How about a decent engine for the Compass? They finally get smart and offer the 35" wheels on the Wrangler, but only on the high end models? Why not across the model lineup? How do they have the balls to charge more for a windshield that won't get destroyed by rocks because of its design? What, they don't charge enough for these vehicles that they can't have the decency to make it standard? This company gets more aggravating by the day.

No one cares about the overpriced guitars, boots, etc,

Reply 1 Like

click to expand...

K KrisW Sep 21, 2021 #2

Production on the 2-row GC is due to start on Monday; a good dealer should be able to place an order for you in October if you actually want one. Compass should have a 1.5 Turbo hybrid sometime early next year, but that doesn’t mean the 2.4 is dead... just that there’ll be something much better.

M Mopar392 Sep 21, 2021 #3

How about they stop with all this nonsense and focus on the product. Where is the two row GC? Are they waiting for 2024 to introduce the 2022 model ? I can't wait to see all three colors you can choose for your 60K truck. How about a decent engine for the Compass? They finally get smart and offer the 35" wheels on the Wrangler, but only on the high end models? Why not across the model lineup? How do they have the balls to charge more for a windshield that won't get destroyed by rocks because of its design? What, they don't charge enough for these vehicles that they can't have the decency to make it standard? This company gets more aggravating by the day.

No one cares about the overpriced guitars, boots, etc,

1- Do you understand something called marketing?
2- KrisW answered you for GC 2-row and Compass.
3- If you really need a 35", there is Mopar lift kit which allows you for 35" wheels. It might cost the same as the factory one. There also a lot of other aftermarket ones, with AEV being the closest to factory offering.
4- The Gorilla windshield is an accessory. You don't want or can't afford it, you don't have to purchase it.
5- I don't know what model in Jeep you are looking for exactly. You are all over the place.

Reply Like

J Jeeprt Sep 21, 2021 #4

1. Of course I understand marketing. but I also understand the difference between effective marketing and bad marketing. I don't think guitars and boots are going to generate sales, do you?

2. KrisW just proved my point. Is the availability of the two row a national secret ? The haven't even officially introduced it, but are taking orders? Absurd. What is their logic?

3. Your reply doesn't address the point I made. Jeep guys love the look of huge meaty tires. If it was an option on the Sport and they built some that way, you'd have some WOW on the lot at an affordable price. Whenever I seen a Wrangler decked out like that on a dealer lot, it attracts a tremendous amount of attention. But the price is north of 70K. And yeah a person can go the aftermarket route, but your average buyer isn't knowledgeable about that stuff and would probably be afraid to start modifying their new vehicle.

4. Anyone spending 40k -65k on a new vehicle can afford an additional $95.00 for the Gorilla windshield option. Again you miss my point which is that there is a known issue with windshield damage due to the upright nature of it and there is an inexpensive way to address the problem. These Jeeps are by no means cheap and it seems to me that it should be standard equipment, instead of an excuse to squeeze another hundred bucks out of loyal customers. Bad public relations.

5. I am not addressing any one model, I am referring to the Jeep brand as a whole and how I disagree with the way they have been doing thins lately. Their marketing is dismal and they need to dump who they are using and get a firm who can do the job effectively.

Hope this clears thing up !

A AlexB Sep 21, 2021 #5

1. Of course I understand marketing. but I also understand the difference between effective marketing and bad marketing. I don't think guitars and boots are going to generate sales, do you?

2. KrisW just proved my point. Is the availability of the two row a national secret ? The haven't even officially introduced it, but are taking orders? Absurd. What is their logic?

3. Your reply doesn't address the point I made. Jeep guys love the look of huge meaty tires. If it was an option on the Sport and they built some that way, you'd have some WOW on the lot at an affordable price. Whenever I seen a Wrangler decked out like that on a dealer lot, it attracts a tremendous amount of attention. But the price is north of 70K. And yeah a person can go the aftermarket route, but your average buyer isn't knowledgeable about that stuff and would probably be afraid to start modifying their new vehicle.

4. Anyone spending 40k -65k on a new vehicle can afford an additional $95.00 for the Gorilla windshield option. Again you miss my point which is that there is a known issue with windshield damage due to the upright nature of it and there is an inexpensive way to address the problem. These Jeeps are by no means cheap and it seems to me that it should be standard equipment, instead of an excuse to squeeze another hundred bucks out of loyal customers. Bad public relations.

5. I am not addressing any one model, I am referring to the Jeep brand as a whole and how I disagree with the way they have been doing thins lately. Their marketing is dismal and they need to dump who they are using and get a firm who can do the job effectively.

Hope this clears thing up !

Nearly everything you are complaining about relates to John Elkann:
*John supports & have praise Jeep’s Marketing

*Since 2015, the direction of The Company is Jeep’s especially Wrangler underpriced along with other revenue opportunities (JK VS JL)

*This action with Guitars, RAM boots, Ferrari clothing:Ferrari Spring 2022 Menswear Collection
Is about Brand engagement.

*John Elkann is the largest shareholder of Stellantis and Ferrari as well both companies Executive & non-Executive Chairman

Nothing you can do about it!

Join the full discussion at the Mopar Insiders Forum →