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2017 Jeep Compass ads navigate life for Millennials

Jeep kicked off an advertising blitz Thursday for the 2017 Compass, pitching the attractive compact crossover directly at the Millennial generation. The first broadcast spot, called Recalculating, shows young people navigating life's changes, including marriage, children, job moves, and more. A narrator intones "recalculating" – like a GPS – at each life moment during the 60-second ad. Naturally, a Compass would be a logical ride for all of these milestones, Jeep suggests. "We expect its message of life's journey moving us in many directions to resonate with our Millennial audience while staying true to the Jeep brand's core value of freedom," Oliver Francois, Fiat Chrysler's chief marketing officer, said in a statement. The campaign will be shown during Saturday Night Live, Modern Family, and other popular television shows. Print versions will also appear in national magazines, and the campaign will include digital, cinema, and experiential elements. The blitz began in North America, but it will be a global marketing effort as the Compass is sold in a wide range of regions. The ads will be customized for local audiences. Four more 30-second spots are planned for launch in May. An FCA US spokesperson declined to provide a monetary value for the campaign. The Compass will also be a featured vehicle at the Bonnaroo Music & Arts Festival in June in Tennessee. Additionally, FCA US will showcase the vehicle outside its headquarters in Auburn Hills, Mich., with a multi-story wrap on the building (replacing the current Chrysler Pacifica hybrid wrap). The Compass, which is on sale now, is receiving positive reviews for its updated styling that echoes the Grand Cherokee, increased storage space, and off-road capability. Hawking the Compass toward the Millennial generation, which is young people in their 20s to mid-30s, is a logical move for Jeep, as the group is beginning to display increased buying power. The Compass is one of Jeep's entry points. Customers could then theoretically stay with the brand as they age and their families grow, moving up to larger and more expensive vehicles, a longtime strategy employed by automakers. Related Video:

2017 Jeep Cherokee vs. all-new Compass

If Fiat Chrysler Automobiles (FCA) can be described as on a roll, it's not by virtue of Fiat or Chrysler. The Fiat brand continues to struggle, with a restricted lineup and fragmented dealer network. The Chrysler brand is reduced to two models: an all-new Pacifica minivan and a 4-door sedan – the 300 – desperately in need of a revamp. And while Dodge is building interest via high-performance, its platforms are dated. The only real excitement is within the Ram and Jeep ranks, where global growth is fueled by cheap gas and a wealth of new intros. The newest Jeep is the Compass, and while classified as a compact, its size, interior room, and powertrain overlap nicely (or confusingly) with its midsize sibling, the Cherokee. And given their close proximity in price – the Trailhawk Compass starts in the high $20,000s while the Cherokee begins in the low $30,000s – they both could easily appear on a buyer's short list. Jeep Cherokee Trailhawk: This is an interesting crossover entry on many levels. You could begin with its polarizing sheetmetal. If, as a Jeep loyalist in 2014, you had expected the two-box profile of its wildly successful predecessor, you'd have missed the mark by an off-road mile. With a front-wheel-drive/all-wheel-drive platform housing a transversely mounted four or (optional) V6, you could store a small refrigerator in the new Cherokee's front overhang. And the previous Cherokee's slab sides and expansive greenhouse have morphed into aggressively sculpted sheetmetal and essentially no greenhouse. Yet we've grown to like it, but only as a jacked-up, big-wheeled Trailhawk. If considering the more street-oriented, front-wheel drive Cherokees, you'd do well to cross-shop. Inside, the Cherokee Trailhawk impresses. Its design and details hit above the competition, and the Cherokee won Ward's Autos 'best interior' at the time of its introduction. The Ward's team gave a shout-out to an interior "roomy, comfortable, and boldly styled with highly sculpted shapes and contrasting colors. Fold-flat rear seats add lots of utility and the Uconnect system is the best in the business." Our take is similar, and while in its fourth model year you could expect a refresh soon (make that very soon), there's little wrong with this introductory baseline. With roughly 25 cubic feet of space behind the second-row seat, you won't be blown away by the Cherokee's cargo capacity.

Detroit Three automakers and UAW will continue to require masks

GM CEO Mary Barra at a Warren, Mich., training center in September. (Reuters)   WASHINGTON — Detroit's Big Three automakers and the United Auto Workers (UAW) union said on Wednesday that workers will continue to be required to wear masks in workplaces. The joint statement from the UAW and General Motors, Ford and Chrysler-parent Stellantis NV said it was continuing the requirements "out of an abundance of caution." The U.S. Centers for Disease Control and Prevention (CDC) said in May that fully vaccinated people do not need to wear masks in most instances, including at work. The UAW and the automakers said temperature screening upon entering facilities is expected to be phased out. The UAW and automakers continue to recommend autoworkers get vaccinated. Many U.S. employers are still requiring vaccinated workers to wear masks in workplaces. Volkswagen AG's U.S. unit said it will "no longer require masks for fully vaccinated employees after June 21, and will continue to follow CDC guidelines." Toyota is among the automakers that has ended temperature checks and entry questionnaires at U.S. plants but it is continuing to require facial coverings. Honda and Nissan said they had made no changes to their U.S. employee COVID-19 requirements.   Plants/Manufacturing Chrysler Dodge Ford GM Jeep RAM Safety coronavirus