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Jeep: 4x4ever

Jeep is turning 75 this year, and it seems like the star of the Fiat Chrysler Automobiles brand stable has been making cool ads that run during the Super Bowl almost as long. (Yes, we know this was Super Bowl 50. We're exaggerating.) In this spot, all kinds of active sports and nature stuff that Jeep owners do (or least like other to think they do) is shown with every kind of Jeep, old and new. Here's to another 75 years. Marketing/Advertising Jeep Super Bowl Commercials 2016 super bowl ad

Hendrick wants to put Jeep Wranglers back on the battlefield

The Jeep Wrangler could be headed back to the battlefield. According to reports, negotiations are currently under way with the US Army to adapt the iconical American off-roader for military use. The Wranglers would serve as inexpensive, lightweight, unarmored vehicles that could be more easily airlifted into remote locations than costlier, heavier, and bulkier options. The proposal is not being fielded by the Jeep brand itself or its parent company Fiat Chrysler Automobiles, but by Hendrick Dynamics. The Charlotte-based offshoot of NASCAR racing team Hendrick Motorsports calls its modified Wrangler the Hendrick Commando. Instead of the 3.6-liter Pentastar V6 found in most US-market Wranglers, the Commando version employs the 2.8-liter diesel four built by VM Motori, modified to run on any type of diesel fuel or on JP-8 jet fuel to maximize its deployment versatility and comply with the Army's Single Fuel mandate of 2012. It would also support a variety of modular attachments for specific jobs, ranging from machine gun mounts and counter-mine rakes to radar arrays and advanced communications equipment. Hendrick says the Commando could also be deployed by helicopter or in cargo planes. And because it's based on a civilian platform, the Commando would also benefit from the latest advancements introduced by its manufacturer, the parts and service network already in place, and the thorough testing that's already gone into developing the Wrangler for civilian use. Hendrick has reportedly built 14 prototypes to date, including the two-door Commando 2 (based on the standard Wrangler), the four-door Commando 4 (based on the Wrangler Unlimited), and even a pickup conversion called the Commando S. It is not, however, the only company adapting Jeep Wranglers for military application. Israel-based Automotive Industries Ltd has been producing successive versions of the Wrangler-based Storm for use by the Israel Defense Forces and other militaries overseas since 1990. If the US Army awards the contract for the Commercial Off-the-Shelf (COTS) vehicle to Hendrick Dynamics, it would bring the iconic Jeep back to the battlefield where it got its start. The brand and its most prolific model trace their roots back to the Willys MB, launched in 1941 on contract from the US Army for deployment in World War II.

For his last act, Marchionne will outline an EV/hybrid roadmap this week

MILAN/LONDON — Fiat Chrysler (FCA) boss Sergio Marchionne is expected to outline new plans for electric and hybrid cars in a strategy presentation on Friday, aiming to ensure the world's seventh-largest carmaker remains in the race in the absence of a merger. The 65-year-old will present FCA's strategy to 2022, his final contribution to the company he turned around and multiplied in value through 14 years of canny dealmaking. After failing to secure a tie-up he said was necessary to manage the costs of producing cleaner vehicles, Marchionne needs to show the group can keep churning out profits on its own, even as emissions rules tighten, SUV competition intensifies and worries around his succession abound. Marchionne had long refused to jump on the electrification bandwagon, saying he would only do so if selling battery-powered cars could be done at a profit. He even urged customers not to buy FCA's Fiat 500e, its only battery-powered model, because he was losing money on each sold. But Tesla's success and the need to comply with tougher emissions rules have forced Marchionne to commit to what he calls "most painful" spending. "FCA is way behind rivals in terms of hybrid and electric vehicles and they need to hit the accelerator to convince investors they can close that gap," said Andrea Pastorelli, a fund manager at 8a+ Investimenti. Germany's Volkswagen, Daimler, BMW and U.S. rivals GM and Ford have committed to spending billions of euros each in coming years to try produce profitable cars powered by cleaner fuels. FCA needs to present a clear roadmap, just like Volvo Cars, which ditched diesel from its best-selling XC60 SUV, launched a new electric brand and pledged to shift all brands to hybrid by 2019, a banking source close to FCA said, noting: "The tech divide determines winners and losers in the industry." Marchionne has already said half of the wider FCA fleet will incorporate some elements of electrification by 2022, while luxury marque Maserati will spearhead FCA's electrification drive by making all new models due after 2019 electric. But its plans remain vaguer and less advanced than most big rivals and some investors wonder about the capital required to make vehicles compliant, and what share of spending can go to electrification given FCA's numerous demands.