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FCA applies to trademark 'My Freedom' for subscription service

Almost a year ago to the day, several outlets reported that Fiat Chrysler would trial three car-swapping programs in Boston focused on the Jeep brand. One program covered peer-to-peer Jeep rentals through Turo; another was a three-month subscription service through Avis that allowed Jeep owners to swap for Ram or Dodge vehicles; the third was called "Car Borrowing" and enabled Jeep owners to buy "Jeep Coins" to use on a one-day rental of other Fiat Chrysler products. It's possible FCA is taking last year's lessons to the next phase, CarBuzz having discovered the automaker applied to trademark the term "My Freedom" with the U.S. Patent and Trademark Office. The listed purpose of the mark would be "motor vehicle subscription services, namely, providing temporary use of motor vehicles to members for their personal use." Having begun its research using Jeep, it's not clear if a potential My Freedom subscription service would retain the 4x4 SUV focus or include other brands in the fold; with Jeep's martial origins, the brand has made ample use of the Freedom name over the years. There's also a link to new partner Groupe PSA, as the French automaker's mobility division and subscription service is dubbed Free2Move.   Related: Autoblog's guide to car subscription services   FCA made no comment on the filing, but an analyst at AutoForecast Solutions told The Detroit News that the submission "prepares (FCA) for the future," as. "The idea that autonomy would prevent the need for your own vehicle leads perfectly into subscriptions." U.S. brands haven't cracked the subscription nut yet, even with their premium offerings. Ford bought subscription startup Canvas in 2016, then sold it last year to the car-rental app Fair. GM launch Book by Cadillac in 2016, and shut it down for retooling in 2018 before a re-launch scheduled to happen sometime this year. If nothing else, an FCA subscription program with access to the top-end product could give other-brand luxury owners an easy way to pay attention to Maserati and Alfa Romeo. That would be good for everyone. Related Video:    

2018 Jeep Wrangler Unlimited JL Sahara Drivers' Notes Review | Fun, multiplied

The 2018 Jeep Wrangler Unlimited JL has huge boots to fill. Its predecessor, the Wrangler JK, was one of the most important vehicles ever, truly breaking Jeep's icon into the mass market. The outgoing Wrangler — especially the four-door Unlimited model — was finally a car you could comfortably live with seven days a week. The new model improves on it in every way without sacrificing what makes Jeeps so beloved. Our loaner was a optioned-up Sahara Unlimited. If you're going for maximum on-road comfort, this is the one to get. It has quite a few options, bumping the as-tested MSRP to $52,235. Features include leather upholstery, heated seats, LED lighting, an upgraded infotainment system, blind-spot monitoring, a body-color hardtop and a Dana 44 rear axle. Editor-in-Chief Greg Migliore: The 2018 Jeep Wrangler is a step forward for this legendary off-roader, improving it in subtle ways that truly effect change. The upgrades feel cohesive and work in harmony to create the most capable and sophisticated Wrangler ever. We tested a loaded-up Unlimited Sahara, which stickered for the eye-watering tally of $52,235. Make no mistake, the Wrangler is a premium SUV. I've always said that if I were to own a Wrangler I'd go for basic trim, but after driving this almost dressy Jeep, I'm not so sure. It's expensive — but it's really nice. The changes for 2018 involve powertrain, design and features. You can read about them here. The styling is what I kept noticing. The changes are subtle, but after looking at it — I'd often stare at it while sipping a cup of coffee last weekend — it really elevates the Wrangler with a more modern look. In Unlimited Sahara trim, with the elegant LED lights, 18-inch polished gray wheels and brilliant white exterior paint, it reminded me more than a bit of the Mercedes G-Class. The greenhouse, which has slightly new and larger window shapes and a steeper windshield angle, also evokes the G-Class, to my eye. This probably wasn't Jeep's intent, but it looks sharp. Speaking of subtle changes, I'd compare the Wrangler's styling changes to the alterations to the Detroit Tigers' uniforms, also from 2017 to 2018. The interior is a solid upgrade from the JK. The digital instruments, the Sahara trim's smart use of leather and stitching, and FCA's clever Uconnect all made my experience in the Wrangler pretty comfy. Love the old war Jeep on the shift knob. The driving experience does feel more comfortable to me compared to the JK.

Hyundai reportedly eyeing a takeover of FCA

The CEO of Hyundai Motor Group plans to launch a takeover bid for Fiat Chrysler ahead of the planned retirement of FCA Chief Executive Sergio Marchionne next spring, Asia Times reports, citing unnamed sources close the situation. CEO Chung Mong-koo will wait for an expected decline in the Italian-American automaker's shares to make his move. Hyundai isn't commenting on the rumors, unsurprisingly, but would presumably stand to benefit by gaining Chrysler's dealer network and the lucrative Jeep brand and probably Ram, too. An FCA spokeswoman in Auburn Hills told Autoblog the company had no comment. But like any story about a possible takeover, this one gets complicated with inside players — and President Trump's posturing on international trade issues. FCA has been the subject of takeover interest before, including by Hyundai, but Marchionne has denied a merger was likely, instead saying his company was in talks with the Korean automaker about a technical partnership. In 2015, Marchionne lobbied General Motors hard, but unsuccessfully, for a tie-up; he was also spurned by Volkswagen. Marchionne had repeatedly stressed the need for car companies to merge to decrease overcapacity and better afford the massive investments needed for things like autonomous and electric vehicles. In the case of Hyundai's reported interest, there is a cast of characters. One is Paul Singer, principal of the hedge fund Elliott Management, an activist shareholder with a $1 billion stake in Hyundai and a major owner of equities in Fiat's home turf of Italy. Then there is FCA Chairman John Elkann, who reportedly disagrees with Marchionne on a successor as CEO of Fiat Chrysler but has little interest in running the company himself and would prefer a merger. Compounding things is what the Trump administration would think of a further blending of Fiat Chrysler's international DNA, though a deal with a Korean automaker is thought to be more palatable to the president and members of Congress than by a Chinese conglomerate like Great Wall Motor, which has confirmed its interest in taking over all or parts of FCA. The full Asia Times piece is here. Related Video: News Source: Asia TimesImage Credit: REUTERS/Rebecca Cook Chrysler Fiat Hyundai Jeep RAM Sergio Marchionne FCA merger takeover