The "King" of surf guitar, Dick Dale, took charge with his Fender guitar at Panasonic's press conference. The intense yet fun-loving performance by Dale, known as Mr. Eliminator and whose expert guitar licks paced the movie Pulp Fiction, showcased not only the talent of the man who invented surf music in the 1950s. It gave a hint of the kind of amplified audio that car buyers soon could find in their vehicles.

Dale’s appearance in Detroit―and that of his similarly talented 14-year-old son, Jimmy―came as Panasonic of North America’s Automotive Systems division announced it has reached an exclusive agreement with Fender Musical Instruments Corp. to collaborate on in-vehicle entertainment systems.

Details, such as price and what cars the systems will be offered in, aren’t final. But Panasonic and Fender officials expect to work together to create customized audio products for vehicles.

“New audio systems with the Fender name and technology will be uniquely American,” said Tom Dunn, group manager for marketing and new business at Panasonic Automotive Systems.

A sample Panasonic-Fender audio system set up in a Jeep at the press conference sounded awesome as 15-year-old Joey Gaydos Jr., who starred in the 2003 movie “School of Rock,” played his Fender electric guitar connected to a Fender amplifier at the back of the vehicle.

Dunn noted that Fender is more than a musical instrument manufacturer. The name now is so intertwined with the spirit of rock and roll that it’s emblematic of a lifestyle, too.

The company has a cult-like following among famous musicians including Dale, Eric Clapton and the Rolling Stones. Electric Fender guitars also helped Stevie Ray Vaughn and band members of The Who make their special music.

Ritchie Fliegler, senior vice president of market development for Fender, said the link to car audio is timely because “the next generation of car buyers is already showing a high level of brand awareness.” This means autos with a Fender audio system will have a special appeal.

History also was noted at the press conference when Panasonic announced that its ELS surround sound audio system for cars now is being offered for home entertainment systems. “This is one of the few cases where products from the automotive market have migrated into the home,” Dunn said. Usually, it’s the other way around.

The home entertainment ELS system will be on sale this summer for $4,499, Dunn said.

ELS refers to Grammy award-winning Producer/engineer Elliot Scheiner, who worked with Panasonic to develop the system to deliver sounds and music just the way they are heard in a professional music studio.

ELS debuted in 2004 in the Acura TL. For 2007, it’s offered in two new Acuras―the MDX and RDX SUVs.

“Nothing makes me more proud than when one of my peers [in the music business] gets inside an MDX or RDX and listens to his music and is completely blown away” because it sounds like it did in the music studio, Scheiner said.

Dale turned out to be the perfect example. Before the press conference, he climbed inside one of the Acuras on display and experienced the system. He told the news media it felt like the sound “penetrates your body … it’s sound that you can almost see.”