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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.

2014 Jeep Grand Cherokee probed by NHTSA for brake problems

Remember how Toyota got in all kinds of trouble over unintended acceleration? Well, the National Highway Traffic Safety Administration is investigating Jeep over unintended braking. NHTSA has announced a probe of 20,000 Grand Cherokee SUVs from model year 2014. Nine complaints have been received, with owners alleging that their Jeeps have issued brake warnings or gone ahead and applied the brakes when no threat was presented. Each complaint alleges that the vehicles have exhibited this behavior repeatedly, leading to a "sudden reduction in vehicle speed in traffic." So basically, a system designed to prevent accidents could actually increase the odds of a collision happening. Speaking to the Associated Press, Jeep spokesperson Eric Mayne said owners whose vehicles are exhibiting this behavior should report to dealers, while adding that the automatic braking/adaptive cruise control systems can be deactivated. Related Video: Scroll down for the official bulletin on the investigation from NHTSA. Date Investigation Opened: JUN 01, 2015 Date Investigation Closed: Open NHTSA Action Number: PE15021 Component(s): FORWARD COLLISION AVOIDANCE Manufacturer: Chrysler (FCA US LLC) SUMMARY: The Office of Defects Investigation (ODI) has received nine complaints alleging inappropriate activations of the autonomous braking system in model year (MY) 2014 Jeep Grand Cherokee vehicles. All nine reports alleged unexpected braking incidents preceded by collision imminent brake warnings and resulting in sudden reduction in vehicle speed in traffic. Two complaints reported autonomous braking incidents with no objects on the road resulting in rapid increase in brake force and anti-lock braking system (ABS) activations. The complaints alleged experiencing multiple events at different locations and road conditions. A Preliminary Evaluation has been opened to assess the frequency, scope and consequences of the alleged defect. The following VOQ numbers are associated with the issues discussed in this resume: 10543837, 10713629, 10690650, 10663320, 10630362, 10596913, 10533622, 10533524, 10651269.

NYIAS: 2017 Jeep Grand Cherokee Trailhawk, ooh-rah!

I was very happy to see Jeep offer a stand-alone, off-road-oriented model to the Grand Cherokee for 2017, the Trailhawk. This is not the first time for a GC Trailhawk, as they offered a limited run a few years ago to see if there might be a market for such a model. Looks like there is, as there are Trailhawk models for the Cherokee and Renegade, and now the Grand Cherokee as well. Just to be clear here, Jeep has always offered off-road ready packages (tow hooks, one inch more ground clearance, skid plates) for the Grand Cherokee and Cherokee in the past. They were called "Up Country," or more recently, "Off Road" groups. That was all well and good but, at least where I was living, almost impossible to find. Rarely would you ever find one so-equipped on dealer lots. If you ever saw one on the street, most likely the owner special-ordered it. Having said that, now that I'm living by the beach, I am seeing a few Up Country-equipped older Jeeps; not many, but more than I've seen in the past. As to the new Cherokee and Renegade Trailhawks; I'm seeing a bunch of them. It took a little while for the public to discover this trim level, but now I see them everywhere. Must be the orange tow hooks? Speaking of orange tow hooks... I'm not a big fan of them. Tow hooks for sure, orange ones, not so much; same with the matte black hood decal, not a fan. If I were ever to get a Trailhawk, it would be either dark gray or black, as that effectively hides the hood decal. So Jeep has packaged the Trailhawk as a premium model within each respective model line. While I fully understand the thinking, I do wish Jeep would also offer an entry-level off-road model, one with all the Trailhawk off-road goodness, but minus all the visual and luxury fluff. A lot of off-roaders don't want to pay, or can't pay top dollar for stuff they don't want or need. As to a name, how about "Trail," that being Trailhawk minus the "hawk;" or perhaps "Pioneer?" That's an old name from Cherokees of yesteryear. Back then the Pioneer was positioned as a mid-low level model. I think either name would work well for a back-to-basics-off-road-focused Cherokee and/or Renegade. Content it like the current entry-level Sport or mid-level Latitude models, but include the Trailhawk's off-road prowess. The Grand Cherokee should probably pass on that suggestion, as it would run counter to that model's high-end image. Related Video: Image Credit: Jeep Jeep open road