2009 Jeep Wrangler Rubicon on 2040-cars

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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.

Jeep CEO details the next Wrangler's push for efficiency

Jeep CEO Mike Manley's brief for the new Wrangler is a simple one – don't mess it up. But in that pursuit of keeping things proper, the affable Englishman has revealed that the brand is trying to walk a fine line while bringing its most iconic model into the 21st century. That's most important on the car's exterior. Like other long-serving American vehicles, the Wrangler is defined by its image. But even with aerodynamics playing a bigger role on the JK's successor, Manley was adamant during a conversation with Automotive News that the boxiness will carry on. "You have to be very careful with the aero of Wrangler, because at the end of the day, it needs to be recognizable as a Wrangler," Manley told AN. "To some extent that restricts you on some of the aero that you can do." Spy photos show a more rakish windshield and fascia, both key moves to lessen the aerodynamic impact of the Jeep's traditionally brick-like design. "But with weight and a number of the changes that we've made, you're going to see that we've really pushed that vehicle forward in terms of its fuel economy." The context of that last sentence points to a weight savings, something Automotive News backs up. While the Wrangler won't go all-aluminum, its frame is going to be lighter and stronger, and it will use aluminum for certain "hang-on" body parts. But this push for weight savings won't extend to the Wrangler's intangibles. It'll still ride on a body-on-frame architecture and feature solid axles at both ends, for example. Combine Manley's comments and AN's reports with news that the Wrangler will use an eight-speed automatic and offer diesel and four-cylinder turbo power in its next generation, and it's clear Jeep is trying to make the biggest strides in decades without alienating its die-hard fans. Related Video: Featured Gallery 2018 Jeep Wrangler Detailed Spy Photos View 18 Photos News Source: Automotive News - sub. req.Image Credit: KGP Photography Green Jeep SUV Off-Road Vehicles Mike Manley

Marchionne says no offers are on the table for Fiat Chrysler

MONZA, Italy (Reuters) - Fiat Chrysler (FCA) has not received any offer for the company nor is the world's seventh-largest carmaker working on any "big deal", Chief Executive Sergio Marchionne said on Saturday. Speaking on the sidelines of the Italian Formula One Grand Prix, Marchionne said the focus remained on executing the company's business plan to 2018. Asked whether FCA had been approached by someone or whether there was an offer on the table, he simply said: "No." The company's share price jumped to record highs last month after reports of interest for the group or some of its brands from China. China's Great Wall Motor Co Ltd openly said it was interested in FCA, but had not held talks or signed a deal with executives at the Italian-American automaker. The stock move was also helped by expectations that the company might separate from some of its units. Marchionne reiterated on Saturday that FCA was working on a plan to "purify" its portfolio and that units, such as the components businesses, would be separated from the group. He hopes to complete that process by the end of 2018. "There are activities within the group that do not belong to a car manufacturer, for example the components businesses. The group needs to be cleared of those things," he told journalists. Asked whether an announcement could come this year, Marchionne said it was up to the board to decide and that it would next meet at the end of September. He said the time was not right for a spin-off of luxury brand Maserati and premium Alfa Romeo and the two brands needed to become self-sustainable entities first and "have the muscle to stand on their feet, make sufficient cash". "The way we see it now, it's almost impossible, if not impossible, to see a spin-off of Alfa Romeo/Maserati, these are two entities that are immature and in a development phase," he said. "It's the wrong moment, we are not in a condition to do it." He said the concept of separating the two brands from FCA's mass market business made sense and did not rule out this happening in future, but not under his tenure, which lasts until April 2019. "If there is an opportunity in future, it would certainly happen after I'm gone. It won't happen while Marchionne is around," he said.