The Vox Cheetah was one of a range of guitars offered by Vox primarily for the United States market in the second half of the 1960s. JMI Vox production in the UK was never able to keep up with the demand for it's products worldwide, so in partnership with Eko of Italy and US Vox distributor Thomas Organ company, they set up a plant in Italy producing numerous new models, some based on the original JMI instruments, teardrops and Phantoms, others in more generic styles: 335, violin, or Mosrite.
There were several guitars broadly 335-style: all were dual pickup hollow bodies, with differing levels of built-in effects. The Aristocrat was the basic model with no effects, then came the Viper and Cheetah : these had distortion, treble bass boost and repeater; without and with spring tremolo respectively. The top of the range was the Ultrasonic with additional palm operated wah; also available as the Ultrasonic XII twelve string.
Recommended prices in June '68 were: Aristocrat $395, Viper $415, Cheetah $425, Ultrasonic $450, Ultrasonic XII $475.
The original Vox literature describes the Vox Cheetah like this:
An exquisite double cutaway electric acoustic guitar. Has built-in E tuner, distortion booster, treble and bass booster, repeat percussion. All new easy-to-fret fast neck with Vox double T-bar and adjustable steel rod. Two exclusive Vox Ferro-sonic pickups. Fully adjustable bridge. One volume, two tone controls, 3-position pickup selector.
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