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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.

NHTSA investigating 2015 Jeep Cherokee after new owner's total-loss fire [w/video]

The National Highway Traffic Safety Administration has opened a Preliminary Evaluation into the 2015 model year Jeep Cherokee after a single example caught on fire in California. This investigation will decide the cause, scope and frequency of this possible problem and will decide whether a recall is necessary for 50,415 potentially affected examples. According to Automotive News, the Cherokee's owner only purchased the CUV about two days before the fire, and it had been driven less than 100 miles. The new buyer reported parking the Jeep, and noticed a smell like smoke. Shortly after, the vehicle was consumed in flames. There were no injuries, but much of the incident was captured on video. NHTSA is also trying to decide whether another report is related. In this case, a driver noticed smoke under the hood of a 2015 Cherokee with just 45 miles on it, while driving at 60 miles per hour. According to the complaint to the agency, "the vehicle was not diagnosed or repaired," but FCA was notified. Read below NHTSA's announcement of the Preliminary Evaluation. CBS News 8 - San Diego, CA News Station - KFMB Channel 8 INVESTIGATION Subject : Engine compartment fire Date Investigation Opened: JAN 13, 2015 Date Investigation Closed: Open NHTSA Action Number: PE15003 Component(s): ENGINE Vehicle Make Model Model Year(s) JEEP CHEROKEE 2015 Manufacturer: Chrysler (FCA US LLC) SUMMARY: The Office of Defects Investigation (ODI) has received one complaint (VOQ) of engine compartment fire in model year (MY) 2015 Jeep Cherokee vehicles alleging a severe engine compartment fire incident resulting in a total vehicle loss (VOQ # 10672201). The consumer alleges that the entire vehicle was engulfed in flames approximately 20 feet high within seconds of parking the vehicle. The complaint alleged white smoke coming from under the hood immediately after parking the vehicle and while the ignition is off. In addition, ODI has identified field report data submitted as part of Early Warning Reporting that relate to the alleged defect. A Preliminary Evaluation has been opened to assess the cause, scope and frequency of the alleged defect. The following VOQ numbers are associated with the issues discussed in this opening resume: 10670034, 10672201.

Jeep shows off Moab Easter Safari concepts crawling the red rocks

While most brands are busy showing off in New York, Jeep headed out to Moab for the Easter Jeep Safari with the company's fleet of 2013 concepts. This year saw the Grand Cherokee Trailhawk II, Wrangler Mopar Recon, Wrangler Stitch, Wrangler Sand Trooper II, Wrangler Flattop and Wrangler Slim Concepts tackle the rocks and sand, and Jeep was kind enough to bring along a camera crew to film the machines rolling over a few obstacles. The result is the video below, though don't expect to see too much hardcore off road action.
Instead, the quick clip features more than a few interviews with Jeep executives, including Jeep Head of Product Design Mark Allen, explaining what makes the Easter Jeep Safari so important. You can check out the quick clip below for yourself, and be sure to thumb through our galleries of the concepts as well.