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2014 Jeep Cherokee marketing launches with 'Built Free' commercial

Now that the 2014 Cherokee is finally on its way to dealerships, Jeep is starting its marketing blitz for its new crossover, beginning with this 60-second TV spot, called Built Free, that premieres today. Set to a Bob Dylan recording, the ad spot discusses something we can all relate to - the feeling of being too busy and too cooped up with everyday tasks to really get out there and explore the world. But as Jeep says in the commercial, "You're still here. And you're still you. The horizons haven't gone anywhere."
Autoblog spoke to Kim Adams-House, head of marketing for the Jeep brand, who explained that this Built Free spot is "an anthemic piece" that "sparks the conversation" for the new Cherokee. As you'll notice, none of the new Jeep's features - its off-road systems, nine-speed automatic transmission, etc. - are mentioned in the ad, but Adams-House says that future marketing "will speak to more" of the CUV's highlights. Following this 60-second spot, 30-second commercials will launch that talk about some of the specific product features.
When asked if the Built Free campaign will include any throwbacks to the original Cherokee, Adams-House told Autoblog that while "we love that vehicle," the new spots are intended to carve out "a unique space for Cherokee in our product portfolio and marketplace." On that same note, don't expect any other Jeep vehicles to get the Built Free treatment. Adams-House said that while this ad "does resonate overall with the brand," it is solely intended to promote the new Cherokee.

FCA tries to block sale of Mahindra Roxor, says it's too Jeep-like

This week, FCA filed a complaint intended to stop the sale of the new Mahindra Roxor, claiming the Indian-built off-roader looks too much like a Jeep, particularly the original Willys Jeep from the 1940s. Automotive News reports that FCA is worried about both the Roxor's design and the undercutting of Jeep Wrangler sales with a new, foreign-built model. Late last year, Mumbai-based automaker Mahindra & Mahindra announced it was investing $600 million in a production facility in metro Detroit. It's actually just miles from FCA's corporate headquarters in Auburn Hills. Mahindra & Mahindra plans to start selling EVs in the U.S. and has been spied testing prototype vehicles for the U.S. Postal Service. Roxors are built in India, with the parts shipped to the U.S. for final assembly. The new diesel-powered Roxor isn't road-legal in the U.S. because of safety and emissions regulations. It has a top speed of just 45 mph, so it won't be competing with the Wrangler when it comes to mass-market sales. That said, FCA has a point when it comes to the looks — though years ago, Mahindra actually licensed the design for the original Jeep. It's unclear where that license currently stands. Related Video:

Here's what it'll take to build a Jeep Grand Cherokee Hellcat

Let's get one thing straight: We want a 707-horsepower Grand Cherokee Hellcat to happen. Badly. The latest report from Motor Authority is encouraging; the bonkers SUV supposedly has a codename, Project K, and has been given the green light for production. Fingers crossed. You might be wondering why the Trackhawk isn't already a thing. Hellcat engines exist, SRT Grand Cherokees exist, so just combine the two, right? It's not quite that easy. Here, we outline what needs to happen, why it should be the quickest Hellcat vehicle out there, and why it won't come anywhere near 200 miles per hour. How To Build A Hellcat Jeep The first engineering problem is feeding the air-intensive beast that is the 6.2-liter supercharged V8. The first engineering problem is feeding the air-intensive beast that is the 6.2-liter supercharged Hellcat V8. Breathing is important on two counts: pulling in enough air for the combustion to put out 707 hp, and then cooling the various heat exchangers once the engine is up to temperature. Dodge did it with the Charger and Challenger, it can do it with the Jeep. This is one place where the Grand Cherokee's larger frontal area might be a boon, as it gives the engineers more surfaces through which to suck air. Once you generate the 707 horsepower and 650 pound-feet of torque, it has to get to the wheels somehow. Jeep's current SRT all-wheel-drive system will at least need some beefing up to handle the torque. It could require a more complete re-engineering. We at least know the ZF-supplied eight-speed auto, used in the Dodge Hellcat models, is up to the task. The Hellcat engine should fit in the Grand Cherokee, as it's about the same size as the 6.4-liter currently in SRT Jeeps, but the Hellcat is taller because of its supercharger. The hood may need to be raised or at least resculpted for clearance, as well as to address those cooling needs. Quicker Than Everything, But Not Faster 200 mph? We're skeptical, from both a physics standpoint and a legal one. A reminder of the quick/fast distinction: quick is acceleration, fast is road speed. The Jeep's all-wheel drive will help put the Hellcat engine's power to the ground in a more manageable way than the Charger and Challenger do through just the rear wheels. That means better acceleration times than the Dodges (11.0 seconds in the quarter-mile for the Charger Hellcat, 11.2 for its Challenger sibling).