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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.

Hendrick wants to put Jeep Wranglers back on the battlefield

The Jeep Wrangler could be headed back to the battlefield. According to reports, negotiations are currently under way with the US Army to adapt the iconical American off-roader for military use. The Wranglers would serve as inexpensive, lightweight, unarmored vehicles that could be more easily airlifted into remote locations than costlier, heavier, and bulkier options. The proposal is not being fielded by the Jeep brand itself or its parent company Fiat Chrysler Automobiles, but by Hendrick Dynamics. The Charlotte-based offshoot of NASCAR racing team Hendrick Motorsports calls its modified Wrangler the Hendrick Commando. Instead of the 3.6-liter Pentastar V6 found in most US-market Wranglers, the Commando version employs the 2.8-liter diesel four built by VM Motori, modified to run on any type of diesel fuel or on JP-8 jet fuel to maximize its deployment versatility and comply with the Army's Single Fuel mandate of 2012. It would also support a variety of modular attachments for specific jobs, ranging from machine gun mounts and counter-mine rakes to radar arrays and advanced communications equipment. Hendrick says the Commando could also be deployed by helicopter or in cargo planes. And because it's based on a civilian platform, the Commando would also benefit from the latest advancements introduced by its manufacturer, the parts and service network already in place, and the thorough testing that's already gone into developing the Wrangler for civilian use. Hendrick has reportedly built 14 prototypes to date, including the two-door Commando 2 (based on the standard Wrangler), the four-door Commando 4 (based on the Wrangler Unlimited), and even a pickup conversion called the Commando S. It is not, however, the only company adapting Jeep Wranglers for military application. Israel-based Automotive Industries Ltd has been producing successive versions of the Wrangler-based Storm for use by the Israel Defense Forces and other militaries overseas since 1990. If the US Army awards the contract for the Commercial Off-the-Shelf (COTS) vehicle to Hendrick Dynamics, it would bring the iconic Jeep back to the battlefield where it got its start. The brand and its most prolific model trace their roots back to the Willys MB, launched in 1941 on contract from the US Army for deployment in World War II.

Jeep lays out 5-year plan, including rebirth of Grand Wagoneer and new C-segment offering

Fiat Chrysler CEO Sergio Machionne presented a five-year plan for the company brands this morning, with Jeep first up on a long day of presentation. Jeep's head honcho Michael Manley wasted no time in laying out what the foreseeable future will look like for what he calls the "lead global brand" of the company.
Big goals for the next half-decade will include expanding the lineup from five nameplates built in one country, to six nameplates build in six countries. That expansion of models will include both a three-row competitor, and, of course, a small vehicle to slot below Cherokee. The company is also seeking to add a whopping 1,300 dealers over the next few years, to sell all this new metal, and has an aggressive goal of doubling Jeep sales by the time 2018 rolls around.
As expected, that first salvo from the off-road brand will be the debut of the much ballyhooed Renegade small crossover in the third quarter of this year. Jeep has already designated that Renegade will get refreshed for the 2017 model year, as well.