2011 Jeep Grand Cherokee Laredo on 2040-cars

Auto blog

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.

Jeep Comanche Moab Concept: Hell yeah!

The moment I saw the Jeep Renegade I knew it was a winner, at least in terms of styling. The Renegade's "face" is exactly what small 21st-century Jeeps should look like. It has loads of Jeep's visual heritage DNA – important! – that has been brought up-to-date in the best possible way. (Now if only they could graft that face on to the new-ish Cherokee...). Where the Renegade falls short is what's under the skin. Thanks to misguided marketing, it is saddled with a rather unremarkable USA-spec 2.4L four, undersized tires, so-so ground clearance, an iffy 9-speed automatic, and a questionable (available) low range. I don't mind the independent suspension; in fact I embrace it, as IFS/IRS is the future in terms of off-road suspension design. So, for me, the Renegade is a close-but-no-cigar vehicle, at least as it currently stands. This new Comanche, however, shows how the Renegade can evolve; both as a 4-door SUV, and in terms of how spin-off models can be developed. Big beefy tires, flared out fenders, and great ground clearance are the main ingredients that make this work visually. Still wish for a 3.6L V6 under the hood, but the 2.0L diesel isn't a bad alternative. Anyway, I think a Comanche pickup makes more sense than the predicted Wrangler-based pickup. Why? I'm not big on retro-vehicles in general. Rarely do they survive long term. Besides, the Comanche would be far more civilized and livable. I could see this Comanche pickup as a daily driver much more so than a Wrangler-based pickup. Yeah, I like and value creature comforts over ultimate off-road ability. I think most pickup buyers would agree. Finally, while there is a large devoted Wrangler following who would love a Wrangler-based pickup, I bet this Renegade-based Comanche would bring more new customers into the Jeep tent – especially over a much wider age demographic. Related Video: Image Credit: FCA Jeep jeep comanche open road

Fiat Chrysler taps Amazon, Shell execs to fill roles

MILAN — Fiat Chrysler Automobiles is tapping executives from Amazon and Shell Oil Company with previous automotive industry experience to fill its ranks. CEO Mike Manley said in a letter to employees Thursday that Mark Stewart would join FCA as chief operating officer of North America from Amazon, "a company known for its culture of innovation, and obsession with delivering incredible value to customers." At Amazon, Stewart led teams focused on advanced robotics, artificial intelligence and automation methods. He previously was COO of ZF TRW automotive components supplier. Niel Golightly was named head of global communications. He was most recently Shell's vice president for external relations in North and South America, with a focus on reputation, brand and stakeholder engagement beyond communication strategies. He previously held roles at Ford Motor Company. Related Video: Image Credit: REUTERS/Rebecca Cook Hirings/Firings/Layoffs Alfa Romeo Chrysler Dodge Fiat Jeep RAM FCA Amazon shell Mike Manley