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Chrysler resolves recall issue with NHTSA, will inspect, upgrade affected Jeeps

Chrysler made big news earlier in the month by refusing a recall request from the National Highway Traffic Safety Administration for the 1993-2004 Jeep Grand Cherokee and 2002-2007 Jeep Liberty. Last week, NHTSA boss David Strickland countered by defending his agency's request for the recall of 2.7 million Jeep SUVs. Today marked the deadline for Chrysler to formally respond to NHTSA, and it seems that both parties have met in the middle with Chrysler inspecting and upgrading some of the affected vehicles without using the word "recall," which would constitute the admission of a defect; instead, Chrysler said that it is conducting a "voluntary campaign."
At issue on these vehicles is the positioning of the fuel tank behind the rear axle that could get damaged during a rear-end collision. NHTSA has stated that at least 51 people have been killed in rear-end collisions involving these Jeeps after the vehicles caught fire, to which Chrysler countered by pointing out that both models "met and exceeded" the requirements for fuel-system integrity.
As a compromise on the situation, Chrysler says that it will inspect all pre-2004 Grand Cherokees and pre-2007 Liberty models and, "if necessary, provide an upgrade to the rear structure of the vehicle." According to Automotive News, this upgrade will consist of adding a trailer hitch that will presumably better protect the rear-mounted gas tank. Vehicles already equipped with a factory or Mopar hitch will not be modified. Chrysler's official statement on the matter is posted below, but no additional information has been released, such as when the campaign will begin and how many vehicles could be affected.

Chrysler uses Super Bowl spots to honor troops, farmers

How do you follow up such revered and successful ads as Chrysler's last two Super Bowl commercials? Imported from Detroit and Halftime in America should be given credit for giving the automaker's public perception a complete overhaul after its rescue from the brink with taxpayer money. What next, then?
We just found out during Super Bowl XLVII. This year Chrysler went with two commercials, one for Jeep and the other Ram. The two-minute-long Jeep commercial, called Whole Again, is narrated by Oprah Winfrey and presented as an open letter to the service men and women of America, simply expressing admiration for what they do - poignant message coming from a company whose history is so entwined with that of the military's.
The Ram commercial, called Farmer, honors the agricultural backbone of this country. Its soundtrack is a speech entitled "So God Made a Farmer" given by the famous radio broadcaster Paul Harvey, which plays over a slideshow of original photography commissioned by Ram. The images, of course, focus on farming and the people who do it for a living, and there's a few Ram trucks in there, as well.

Weekly Recap: Jaguar takes a leap with price cut, new strategy

Jaguar was one of the famous automotive props and plotlines in the now-iconic drama Mad Men. There's a scene where the show's protagonist, Don Draper, deftly undercuts an influential Jaguar dealer by indicating that get-me-in-the-door local radio spots would be an effective way to sell cars like the slinky E-Type. The British executives think this is folly – Draper knows they will – and his advertising strategy wins out over the dealer's approach to move the metal. Jaguar's not doing that, but half a century later in the real world the company is launching plans to make its cars more attainable to new and younger customers like Millenials. These aren't coupons, but this is a leap for Jaguar, which has long banked on sexy styling and its rich motorsports history to overshadow its past mechanical flaws. Put simply, Jaguar is addressing the reasons why people, especially the younger set, don't buy its cars. The 2017 XE will start at $35,895 when it launches next spring – which makes it an attractive buy for a successful, relatively young person. When it's time to move up, the redesigned XF will be more attainable, coming in at $52,895, which is $5,275 less than the 2015 model. The flagship XJ sedan and the enthusiast-oriented F-Type sports car will also get thousands of dollars worth of added standard features, and Jag is actively pitching them as a better value than their competitors. "The Jaguar brand is on the eve of a major transformation that will see it dramatically increase its presence in the United States luxury marketplace with an expanded lineup, pricing focused on the core of the luxury market, and an all-new ownership package with best-in-class coverage," Joe Eberhardt, CEO of Jaguar Land Rover North America, said in a statement. The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion. Jaguar placed third in J.D. Power's Initial Quality Study in June and was the top-ranked luxury brand in J.D. Power's Customer Service Index in March. Not content, the company is rolling out an enhanced program called Jaguar EliteCare that launches on 2016 models. It offers a five-year, 60,000-mile limited warranty, the longest among its competitors, with free scheduled maintenance during that period. The plan also covers roadside assistance and connectivity features.