Fender's new Mod Shop wants to be the Nike ID of custom guitars

When the Fender Electric Instrument Manufacturing Company launched in 1946 in a sleepy suburb of Fullerton, California, little did it know how much of an imprint Fender the brand would have on the history of music.

Over 70 years, the brand has been virtually unchanged, left alone to build classic Stratocasters, Telecasters and other guitars that went out the door in search of a home. It was a business model that was never broken, and never fixed. 

That is, until now. 

Enter the Fender Mod Shop, where players can now build their dream guitars from the ground up — much like ordering a new car from the manufacturer. Read more...