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Final Toledo Jeep decision may have nothing to do with city's efforts

Toledo, OH is doing all that it can to keep production of the Jeep Wrangler in its boundaries, but the biggest issue facing the plant may be insurmountable, no matter how desperately the city wants to keep the Wrangler local. The Wrangler is built in a rather interesting manner at the Toledo Supplier Park: Fiat Chrysler only handles the very final assembly of each vehicle, while two other companies, Kuka, a German firm, and Hyundai-Mobis, a member of the sprawling Hyundai empire, produce the body and chassis, respectively. The vehicles are then transferred over to the FCA part of the park, where they're painted and completed. This was, as The Detroit News explains, a convenient arrangement back in 2006 when the supplier park opened. Chrysler, which was still owned by Daimler at the time, arranged for Kuka and Mobis to handle production, saving it a huge sum of money. Both suppliers own their own machinery and buildings and employ their own workers. Now that FCA is a relatively healthy entity, though, there's not a lot of need to be sharing profits with two other companies. "What [FCA boss Sergio Marchionne] would like is to have the advantages of high-capacity utilization, owning that capacity and taking advantage of that for himself versus having a supplier doing some of the things his competitors do internally," David Cole, chairman emeritus at the Ann Arbor, MI-based Center for Automotive Research, told The News. "It really adds another level of complexity to the situation." While Sergio Marchionne is a man that generally gets what he wants, it seems unlikely that either Mobis or Kuka would give up their role quietly. According to Jon Zapf, Mobis North America's chairperson for UAW Local 12, the company "definitely wants to maintain their part of this production process." According to The News, Jeep is likely to announce the location of next-generation Wrangler production in June. Expect to hear much more on this one in the coming months.

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.

Chrysler recalling 630k Jeep models worldwide

Despite its refusal to recall 2.7 million Jeep Grand Cherokee and Liberty models this week over a gas tank fire risk, Chrysler will be recalling 630,000 Jeep Compass (pictured), Patriot and Wrangler vehicles around the globe for a pair of entirely different reasons.
The affected Compass and Patriot models are all from the 2010 to 2012 model years - 254,000 in the United States, 45,400 in Canada and 109,000 elsewhere in the world. In these models, a software error may result in the late deployment of the side airbags and seatbelt tensioners. In the event of a crash, failure of these systems could result in more serious injuries for the vehicle's occupants.
Jeep's go-anywhere Wrangler also faces a separate recall due to power steering fluid lines that can possibly wear a hole in the transmission oil cooler line. According to Chrysler, the vehicles could then leak fluid, possibly damaging the transmissions. Roughly 221,100 Wrangler models are being recalled because of this issue, all of which are fitted with Jeep's 3.6-liter Pentastar V6 engine. In the US, 181,000 vehicles are affected, with an additional 18,400 in Canada and 21,700 additional units worldwide. A Chrysler spokesperson said that no crashes or injuries have been reported with either case, according to the Associated Press.