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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 power modules on Chrysler Group SUVs and minivans

The Center for Auto Safety is officially petitioning the National Highway Traffic Safety Administration to begin scrutinizing alleged problems with the totally integrated power module (TIPM) on about 24 Chrysler Group SUVs and minivans. The advocacy group claims that the part's failure can cause affected vehicles to stall or not start at all. NHTSA is still looking into the accusations and deciding whether a full investigation is actually warranted.
The CAS petition claims at least 70 TIPM failures, but according to NHTSA, six of the complaints are for models that don't have the modules. In 34 of the reported cases, the vehicles refused to start, and in 17 of them the engine stalled. There were also two allegations of smoke and one of a fire. However, none of these affected airbag deployment or resulted in a crash.
This petition isn't the first TIPM-related problem for Chrysler Group. A recent report in the New York Times alleged that it found 240 complaints potentially related to the issue on NHTSA's website alone. In September, the automaker also recalled 230,760 examples worldwide (188,723 in the US) of the 2011 Jeep Grand Cherokee and Dodge Durango replace the fuel pump relay circuit inside of the TIPM-7 with one external to the unit. The original part could allegedly cause the models to stall without warning. Even earlier, the company also recalled about 80,000 examples of the Jeep Wrangler and Dodge Nitro in 2007 to have the module reprogrammed.

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.