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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.

Jeep mulling power top for next Wrangler

Jeep is hard at work on the next-generation Wrangler, though the truck is still a few years from hitting the trails. The new model will still be aimed at off-roaders, but rumors suggest it will be a little more comfortable than previous versions to appeal to more people.
According to Road and Track, Jeep is developing a power-retractable top as an expensive option for the Wrangler. There is no word if the top in question is a sliding canvas rollback like the ones found on many European vehicles or a full convertible hardtop or softtop, nor do we know whether it would be made available on two- or four-door models. It might be a nice feature for some buyers but would certainly add complexity to a truck already known for its ruggedness. We asked Jeep for confirmation, but Jeep spokesperson Todd Goyer could only remind us that the company "can't comment about future products."
In news that is likely to irk the faithful, R&T reports the next model may also ditch its folding windshield for improved safety and possibly even get rid of its rear-mounted, full-size spare tire. The new Wrangler won't go completely soft, though, and will reportedly still feature removable doors and solid axles.

2018 Alfa Romeo Stelvio Quadrifoglio vs. 2018 Jeep Grand Cherokee Trackhawk: On-paper sibling rivalry

Pricing was revealed for the 2018 Alfa Romeo Stelvio Quadrifoglio, and with its $81,590 price tag, it's within range of yet another high-performance SUV from Fiat-Chrysler: the 2018 Jeep Grand Cherokee Trackhawk. The Hellcat-powered Jeep is more expensive than the Stelvio at $86,995, but depending on options, the price advantage might go either way. This left us wondering, how similar are these two high-powered SUVs? Besides sharing the same number of words in their very-long names, we took a look at some of their performance specs and put them in the spreadsheet below. As always, if you want to compare either of these with other speedy SUVs, be sure to try out our comparison tools. As far as outright speed, both SUVs are surprisingly close. The Trackhawk is just a bit quicker in a straight line, hitting 60 mph in just 3.5 seconds as opposed to the Alfa's 3.9. The Jeep's 180-mph top speed is also 3-mph quicker than the Alfa. But neither of these differences is especially huge. What makes this interesting is how different the paths each SUV takes to get to its results. The Trackhawk accomplishes the task with pure grunt. It has Dodge's Hellcat supercharged 6.2-liter V8 making 707 horsepower and 645 pound-feet of torque to overcome its hefty 5,363-pound body. The Alfa, on the other hand, makes do with less power and torque, 505 and 443, respectively, from its twin-turbocharged 2.9-liter V6. It has less weight, though. Exactly how much less we're not sure, since Alfa hasn't revealed that number, but a regular Stelvio weighs right around 4,000 pounds, so we would guess the weight is similar, possibly a little more. View 14 Photos The differences in how each SUV achieves its performance should result in pretty different driving characteristics, and probably different buyers. Each SUV's bragging points also indicates this. The Trackhawk boasts an impressive 11.6-second claimed quarter-mile time, something that American muscle car fans everywhere care about. The Alfa brags about how it's the fastest production SUV to lap the Nurburgring, something sure to impress fans of foreign cars and those that value handling over straight-line performance. So really, although these two SUVs have performance similarities, they're also very different, and the right one for you depends on what you value. View 29 Photos Also, as an afterthought, we wonder if the guys that attempted a Viper record at the 'Ring would be up for trying to break the Alfa time with the Jeep.