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
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.