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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.

Chrysler taking big risk snubbing NHTSA

Maker Insists Feds Overstate Risk Of Fires With Grand Cherokee, Liberty Models
It's not often that recall stories make it above the fold, in that old newspaper parlance, but when one shows up as the lead story on the network evening news programs, you know it's something big.
And so it is with Chrysler snubbing its nose at a request by the National Highway Traffic Safety Administration to recall 2.7 million Jeeps the feds insist are at risk of potentially catastrophic fuel tank fires in a rear-end collision.

Jeep patent filing in China show plans for 3-row Grand Commander

Back in October, we brought you spy shots of a Jeep crossover mule driving around Fiat-Chrysler's headquarters in Auburn Hills, Mich. They appeared to show a prototype version of the Yuntu Concept, a three-row utility vehicle unveiled at the Shanghai Auto Show and designed for China. Now, new patent filings submitted to China's trademark office and originally reported by Chinese-language website AutoHome appear to back that up. They suggest that Jeep will call the model the Grand Commander, add a seventh seat (the Yuntu had six) and will debut it next April in Beijing. While the Yuntu was a plug-in hybrid, the Grand Commander will reportedly be powered by a 2.0-liter turbocharged gasoline engine that makes 270 horsepower, which sounds like the same four-cylinder engine that powers the 2018 Wrangler. But since Jeep has confirmed a plug-in hybrid version of the Wrangler coming for 2020, it's not unreasonable to expect that configuration could come later for the Grand Commander, too, especially considering the Chinese government's push to ramp up production of electric vehicles. The patent filings also list names for other Jeep models in China, including the concept-sounding names Portal and Hyperspace. The Portal was the name Chrysler gave to a pretty nifty electric minivan concept with double sliding bay doors at this year's CES in Las Vegas.Related Video: