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Jeep Super Bowl commercial nets criticism from fish conservationists [Update]

Update. FCA got back to us with the following statement: "The Jeep brand and FCA cooperate with federal/state/local governments and organizations, including Tread Lightly and Access Fund, around the world to help ensure that its vehicles are being utilized in a legal and responsible manner, and follow those guidelines when demonstrating their off-road capabilities. Ecological assessments are made and considered when the Jeep brand conducts demonstrations of a vehicle's off-roading capabilities. The vehicle shown in this video is driving on a designated county road that experiences seasonal runoff and its performance capabilities are authentically portrayed consistent with the Jeep brand philosophy. Other examples of how Jeep demonstrates vehicle capabilities take place at the brand's Camp Jeep activities at auto shows and experiential events." The Super Bowl is always packed to the brim with various car commercials. FCA in particular had a big showing this year with ads from both Ram and Jeep. It's the latter that seems to have drawn the ire of some organizations, particularly one where a new Jeep Cherokee drove up a stream in a commercial called "The Road." Trout Unlimited, a freshwater conservation organization, has criticized FCA for encouraging driving that might endanger fish habitats. Trout Unlimited President and CEO Chris Wood sent a letter to FCA chief Sergio Marchionne, calling the commercial "wrongheaded" and that Jeep got some "bad marketing advice on this one." Wood says many of Trout Unlimited's members are Jeep owners and that he previously owned a Jeep CJ7 that he took all over Vermont. He says that he took it off-roading, though he never drove right up the middle of a stream. We're waiting on a comment from Jeep, but MSN reports that the automaker is defending the ads — though there aren't plans to run them again. Trout Unlimited says driving up and damaging streams can destroy the gravel where fish lay eggs. Either way, off-roaders should always be mindful of their surroundings so they don't destroy the land or sink their vehicles after, say, breaking through the ice on a frozen lake. Related Video:

Chrysler registers Trackhawk trademark

There may not be many ways to forecast what an automaker is planning for the future, but there are some. Trademark applications are one of them, and Chrysler has just applied with the US Patent and Trademark Office to protect the name "Trackhawk." The question is, what's it planning on using it for? We don't know for sure, but we can put together an educated guess or two. And one guess is that Jeep will use the name to replace the letters SRT on the performance version of the Grand Cherokee.
How do we figure, you ask? From a number of developments. For starters, the SRT division has been reintegrated into the Dodge brand. Those letters currently appear on only two vehicles from outside the Dodge lineup: one is the Grand Cherokee SRT, and the other is the Chrysler 300 SRT. We've heard ruminations (however unconfirmed) that the latter could be either discontinued or possibly relabeled, and if the same proves true of the GC, the Trackhawk name could serve as a on-road performance counterpart to the Trailhawk label applied to off-road versions of models like the Cherokee and Renegade.
Logical it may be, but it's hardly a foregone conclusion. The Trackhawk name could just as easily be used for a new concept (like the Trailhawk name was in 2007), for another kind of trim level or for something else entirely. In fact we don't even know for sure it'll be used by the Jeep brand specifically, or used at all for that matter. Automakers have been known, after all, to register names they don't end up using.

Jeep Wrangler Red Rock concept brings Moab to SEMA

Among the concepts that FCA is showcasing at SEMA this year, the Jeep Wrangler Red Rock concept has been decked out with accessories from both the Mopar and Jeep catalogs. The concept is based on the existing Wrangler Unlimited Rubicon Hard Rock edition, but has been taken even further in for this show truck. It pays tribute to the Red Rock 4-Wheelers club and the Easter Jeep Safari it hosts every year in Moab, UT. The Red Rock concept rides on a 2-inch lift kit with 17-inch beadlock wheels shod with 35-inch all-terrain tires. It also has differential covers, a reinforced swing gate and wheel mount, a power winch, LED headlamps and fog lights, and an onboard CB radio. To help it crawl those rocks, it boasts electronic locking differentials, a Rock-Trac transfer case, and Dana 44 solid axles front and rear. Visually setting this concept apart are such special touches as a power-dome hood, red tow hooks front and rear, new rock rails, a color-keyed grille with low-gloss inserts, low-gloss bumpers, and of course the requisite special badging. Inside it's been done up in brown leather with silver accents and a special grab-handle plaque. This particular version will remain a showpiece only. So if you want to see it, you'll have to head to the show floor in Vegas this week. However Jeep is committed to undertaking a production run of 50 examples with many of the same special touches to celebrate the 50th anniversary of the Easter Jeep Safari next year. Related Video: Jeep® and Mopar Introduce Wrangler Red Rock Concept at SEMA Show - New Wrangler Concept features array of Mopar and Jeep® Performance Parts - A serialized 50-unit special-edition production Wrangler – inspired by the Red Rock Concept – will be built as a tribute to the upcoming 50th Moab Easter Jeep Safari - Based on Wrangler Rubicon Hard Rock edition - Wrangler Red Rock Concept features Amaretto Brown Katzkin leather seats with silver accent stitching and a "Red Rock" embroidered seat back logo - Aftermarket Jeep Performance Parts two-inch lift, 35-inch BFG K02 all-terrain tires, commemorative Red Rock appearance package give Jeep Wrangler Red Rock Concept a unique and rugged presence November 3, 2015 , Auburn Hills, Mich. - Jeep® and Mopar have teamed up to create the Wrangler Red Rock Concept vehicle that will be showcased at this year's Specialty Equipment Market Association (SEMA) trade show in Las Vegas.