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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.

Fiesta-sized Jeep coming in 2014

We've heard rumors before about a new, baby Jeep to slot below the new-for-2014 Cherokee (pictured) in the automaker's lineup. Now, Edmunds is reporting that the new crossover will arrive sometime in 2014, and will be about the same size as the Ford Fiesta. This currently unnamed vehicle will effectively replace both the Compass and Patriot in the Jeep lineup.
Speaking to Edmunds, Jeep CEO Mike Manley said that the new, small Jeep will be assembled in Italy and marketed globally beginning sometime next year. Manley did not provide many details on the new model, but did say that it will be 4.2-meters (165 inches) long. The Cherokee, by comparison, is 4.6-meters long (181 inches). Furthermore, Edmunds reports that while the new small Jeep will offer diesel power in other markets, there are no plans for an oil-burning version here in the US.
Many other automakers are exploring this smaller crossover segment here in the US. General Motors recently launched the Buick Encore, which is loosely based on the Chevrolet Sonic subcompact's platform. Ford has already launched its Fiesta-based EcoSport in other markets, and has reportedly been pondering the idea of offering it in the US, as well.

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