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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.

2019 Jeep Cherokee Trailhawk Drivers' Notes Review | Capable, yet costly

The 2019 Jeep Cherokee Trailhawk is the refreshed version of a model that debuted back in 2014. It was a controversial model. Opinions were mixed on the styling — especially the front fascia — and some considered it an insult to the Cherokee name. Still, we liked that version so much we spent a full year with one. It proved to be a solid and reliable crossover that racked up more than 27,000 miles in just 12 months. This refreshed model occupies a strange place in Jeep's lineup. The Cherokee is positioned between both the Compass and Grand Cherokee, though it offers less interior space than either one of those. Pricing on the Cherokee falls right on top of those two models, too, meaning shoppers have to look hard to see what the best fit may be for them. The refreshed styling is certainly less polarizing, though it now means the Cherokee is less distinctive. This Trailhawk model is the midsize Cherokee's most rugged variant. It features a beefed-up suspension, more aggressive rubber, new front and rear bumpers, and an enhanced four-wheel drive system. Despite its car-based platform, the Cherokee Trailhawk is still plenty capable, but there is a price to pay for all that capability. Editor-in-chief Greg Migliore: I would not buy this Cherokee. With a sticker of more than 41 grand, it's too expensive. You can get pretty capable Wranglers and pretty nice Grand Cherokees for this price point. But, if you really love the Cherokee, this decked-out Trailhawk Elite is kinda awesome. You get all of the Trailhawk aesthetics and off-road prowess — you just have to pay for it. The Cherokee is in an interesting spot for Jeep. Even with the 2019 refresh, it's still fairly old, with most of the major elements dating to the 2014 relaunch of the Cherokee model. The Compass is arguably a better deal. It's newer in its lifecycle, starts at a lower price point and offers more cargo volume than the Cherokee. That being said, after rolling around town in the Cherokee for a couple nights, I'd probably buy one before I'd buy a Compass. It feels more substantial and more like a Jeep. I like the design. With the smoked grille and exterior trim, meaty wheels and flared fenders, this one looks especially sharp. Besides, the Compass' cargo volume advantage is less than 2 cubic feet. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Ford Explorer, Jeep Grand Cherokee flunk IIHS passenger-side crash test

The Insurance Institute for Highway Safety (IIHS) has uncovered major safety-related problems while crash testing a number of popular midsize SUVs. Among those that scored an overall rating of "poor," the lowest possible score, are the Ford Explorer and Jeep Grand Cherokee. Both SUVs showed a high risk of injury to a front passenger during the IIHS' passenger-side small overlap front crash test. This test simulates what might happen if a car or SUV strikes an immovable object, like a telephone pole, at 40 mph and with roughly 25-percent of its front width. "Although some vehicles in this group offer very good protection, in other models, the airbags, safety belts and structure showed serious deficiencies," says IIHS chief research officer, David Zuby. "In those SUVs, a front-seat passenger would be at risk of injuries to the head, hip or leg in a right-side small overlap front crash." In the 2018 Ford Explorer, the front of the SUV showed the structure was "seriously compromised" during both driver- and passenger-side small overlap crash testing, according to the IIHS. The lower and upper door hinge pillar showed intrusion levels of 15 and 13 inches, while the door sill itself was pushed inward 6 inches toward the crash test dummy. The IIHS states these results indicate a high probability that a front occupant would suffer injuries to their right hip and lower left leg. The 2018 Jeep Grand Cherokee didn't fare much better. Not only did the Jeep exhibit 10 inches of intrusion at the lower door hinge pillar, the front passenger crash test dummy's head hit the dashboard through the front airbag. Worse still, the side curtain airbag didn't deploy and the front passenger door opened. The IIHS says there is a strong chance this would result in right leg injuries, along with the possibility of a serious head injury. Even vehicles that earned an "acceptable" in the small overlap front crash test showed definite room for improvement. The 2018 Honda Pilot, for example, showed good structural performance during the crash itself. But the front passenger crash test dummy's head slid off the deployed airbag and hit the dashboard hard, indicating a head injury might result in a similar real-world crash scenario. Two other SUVs that scored "acceptable" ratings included the 2018 Nissan Pathfinder and 2018 Toyota Highlander. Scoring top marks of "good," the highest rating, in these IIHS crash tests were the 2018 Volkswagen Atlas, 2018 GMC Acadia, and 2019 Kia Sorento.