(PRESS RELEASE): Electra Guitars is now shipping the new Phoenix S electric guitars. The guitars are available worldwide through select distributors and dealers, and directly from the factory. After the initial re-launch of the company with last year’s Omega and Omega Prime models, the Phoenix is quickly becoming the figurative representation of today’s Electra Guitars.
Based off of the vintage Electra Phoenix X110 guitar, the new Phoenix S features an aggressively offset, double cutaway swamp ash body complimented by a 25.5” scale, maple C shape bolt on neck, a 12” radius maple fretboard, 22 jumbo frets, black dot inlays, and a GraphTech Tusq nut. The three Electra MagnaFlux SC single coil configuration teamed with the Electra Analog Tone Blend control allows for any and all combinations of the three pickups, in conjunction with the standard 5-way switch. The electronics are dialed in with a single volume and a single tone control. Finishing the instrument are Hipshot inline tuners, a vintage style tremolo bridge and large strap pins in chrome. Each guitar ships with the Electra MagnaFlex strings, an optional Electra gig bag and is available in either Trans Black or Sunburst.
Special features to the Phoenix S include the new Electra SWC Neck Connection and the Electra Analog Tone Blend. Industry jargon commonly refers to necks joined to a body via screws as “bolt-on”. However, using screws has historically led to loss in tone transfer, sustain and durability. The SWC is a true bolt on system. The system utilizes allen head metal bolts and reciprocal metal threaded bushings in the neck that provides a tighter, more functional connection. This true metal to metal connection provides a better transfer of tone, enhanced sustain and improved durability. The Analog Tone Blend allows guitarists to mix in either the opposing neck or bridge pickup without affecting the traditional 5-way pickup selector. Combined with the dynamic range of the MagnaFlux SC pickups and an “intonation correct” routed bridge pickup for better tone response, the player has the ability to dial in unique tones that are not available in other traditional configurations.
After years of navigating the trademark process, industry veteran and head luthier Ben Chafin acquired the rights to revive the legendary Electra Guitars brand. Inspired by the innovations the brand was recognized for, Chafin teamed with fellow industry icon Mick Donner to establish a guitar company that could not only deliver on price points, but also deliver newer innovations and performance at that price point. Combining their industry experience and ingenuity with the business leadership of CEO Gene Ymiolek, they have built a diverse line of guitars and basses with street prices in the $599 to $999 price range. “The new Electra Guitars are designed from the ground up by some of the best luthiers in the business. We believe they provide better quality, more tone, and outperform guitars and basses twice their price.”
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