Don't Give Up on the Guitar. Fender Is Begging You

Each holiday season, thousands of teenagers tear gift wrap off shiny, new guitars. They giddily pluck at the detuned strings, thinking how cool they'll be once they're rock stars—even if almost all will give up before they ever get to jam out to "Sweet Child o' Mine."

For them, it's no big deal to relegate the guitar to the back of the closet forever, in favor of the Playstation controller. But it is a big deal for Fender Musical Instruments Corp., the 70-year-old maker of rock 'n' roll's most iconic electric guitars. Every quitter hurts.