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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.

Crawling Moab in the 2015 Jeep Renegade Trailhawk [w/video]

The funny thing about the Renegade Trailhawk is that Jeep still feels the need to defend it. For the past 20 years, automakers have sent emissary vehicles outside the citadel walls surrounding their brand niche. In doing so, these companies found buyers eager to join the cult instead of an angry horde. With the kingdom successfully expanded, automakers had to build new walls to contain this broader identity. This is the story of Jeep's modern expansion, growing with new models while the faithful at the brand's center howl at every quest into broader market segments. Thirteen years after it busted out the Liberty and eight years after birthing the Compass and Patriot, you'd think the resistance to new Jeeps would subside. But no. It's 2015, and while nobody makes the slightest tantrum over BMW's new minivan (except for Sniff Petrol), the Renegade still has to fight its way through pitchforks and torches. Which is a long way of saying that this author is guilty of brand prejudice, too. When the company told us that we'd spend the first day of the Easter Jeep Safari driving seven awesome concepts and the second day driving the Renegade Trailhawk on Dome Point Trail, we could only think, "They giveth excitement, and they taketh it away." Our pessimism was later proven to be incorrect. Sharing the sentiment our colleague Brandon Turkus expressed after his Quick Spin, we found the Renegade to be "in a word, impressive." Dome Point will not trouble a kitted-out Wrangler, but in a compact SUV with on-road tires the rocky sections were chunky enough to require close attention to your lines or use a spotter. As instructed, we put the little 4x4 into the Selec-Terrain's Rock mode, and with common sense plus one eye on the man directing us with hand signals the Renegade climbed over everything with some wheelspin but little fuss. At the first rest point, we turned the car off to wait for vehicles behind. Not realizing that this resets the drive mode to Auto, we crawled through the next two rocky jumbles in the default setting. The result was the same: a bit of wheelspin climbing over thick steps, but an altogether drama-free passage. Auto mode can't use the engine throttle maps unique to each Selec-Terrain setting, but it doesn't hamper the Renegade's capability by much. On a steep bit of trail with a crest capped by stacked stone plinths, it took three tries to find the right line, but that's on us – the Renegade did more than expected.

Stellantis reports $15B profit in first year of merger

FRANKFURT, Germany — Automaker Stellantis said Wednesday that it made 13.4 billion euros ($15.2 billion) in its first year after it was formed from the merger of Fiat Chrysler Automobiles and PSA Group. The earnings nearly tripled profits compared with its pre-merger existence as two separate companies, as the maker of Jeep, Opel and Peugeot vehicles exploited cost efficiencies from combining the businesses. The result compared to a combined 4.79 billion euros for the separate companies in 2020 before the merger, which took effect on Jan. 17, 2021. Revenue for the combined business rose 14%, to 152 billion euros. CEO Carlos Tavares said the results “prove that Stellantis is well positioned to deliver strong performance" and had overcome “intense headwinds” during the year. Automakers have struggled with shortages of key parts such as semiconductor electronic components and rising costs for raw materials as the global rebound from the worst of the coronavirus pandemic brings more demand. The company said the benefits of the merger were worth some 3.2 billion euros during the year. Mergers can lead to streamlined costs as companies combine functions and spread fixed costs over a larger revenue base. The company accelerated its rollout of battery-powered vehicles, with sales of low-emission vehicles reaching 388,000 — an increase of 160%. Stricter environmental regulations in Europe and China are pushing automakers to roll out more electric vehicles with longer range. Stellantis started production of a hydrogen fuel cell commercial van under its Opel brand in December. Stellantis' other brands include Chrysler, Citroen, DS, Fiat, Maserati, Ram and Vauxhall. Related video: Earnings/Financials Chrysler Dodge Ferrari Fiat Jeep RAM Citroen Opel Peugeot Vauxhall