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2018 Jeep Wrangler First Drive Review | Improving an Icon

TUCSON, Ariz. — We crawled, with the lightest possible touch of the accelerator pedal, over a boulder-strewn mountain peak just outside of Tucson. We'd been driving for a few hours already, through city streets, along the highway, through twisty stretches just outside of Saguaro National Park. But it wasn't until we were pointed skyward, at such a severe vertical incline that we could only barely make out the hands of the trail guide ahead, that we knew Jeep had nailed the 2018 Wrangler redesign. That light-bulb moment was punctuated by the screeching steel impact of a skid plate along the jagged edge of a boulder. There's just something that feels right about a vehicle designed with purity of purpose. Leave the one-size-fits-all approach to the midsize crossover; stop attempting to be all things to all people like the midsize sedan. The problem with narrow-minded vehicles, though, is that they all require some sort of significant compromise to live with on a daily basis. With the latest version of the iconic Wrangler, Jeep set out to banish as much compromise as possible. Smoothed-out corners and lightweight materials improve efficiency, a range of engine choices opens the envelope to a larger swath of buyers, and big infotainment screens and backup cameras make the 2018 Wrangler easier to live with than ever before. But that essential purity of purpose remains intact. The latest Wrangler is better in every way than its predecessor, a fact that rings true no matter what type of terrain you're driving on. A casual observer may not notice the subtle exterior tweaks made to the 2018 Wrangler, codenamed JL, over the JK model it replaces. The round headlights, LED units on higher-end models, now cut into the outer two vertical grille slats, which are canted back just enough to make a difference in the wind tunnel. The windshield, too, is swept back further than ever before, but not so much that it messes up the Wrangler's timeless design. Hood and door latches are still externally bolted to the body — crucially allowing the doors and windshield to be removed or folded down for the pinnacle of open-air motoring — like little lumps of clay the designer forgot to smooth out. Vents in the front fenders reduce underhood pressure and keep the hood from writhing about at speed as it did on Wrangler models in the past. So picky are Wrangler customers that Jeep's decision to move the turn signals ignited a thousand threads on internet forums worldwide.

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.

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.