2007 Jeep Grand Cherokee Laredo on 2040-cars

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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.

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:

Trying the new Compass and other Jeeps on for size

If any brand has license to sell several like-sized SUVs, it's Jeep, which invented the concept in the first place. Yet, with the Cherokee, Renegade, and the redesigned 2017 Jeep Compass revealed at the LA Auto Show, just how like-sized is this trio of compact SUVs? Well, as it turns out, that answer is more complicated than just looking at various spreadsheets of specifications. After the cover was pulled off the new Compass, I managed to explore each back-to-back-to-back to see how their back seats and cargo areas compare. Perhaps obviously, the Renegade is the smallest of the trio no matter how you look it. Well, it actually has the most headroom, but rear legroom is cramped (a 6-footer can't sit behind another 6-footer) and it's quite obvious the cargo area is about nine cubic feet smaller with the rear seats raised. However, the Cherokee and Compass are surprisingly similar both on paper and in person – and even more surprisingly, the newer, smaller-on-the-outside Compass is actually a bit more spacious despite being nine inches shorter in overall length. View 14 Photos When seated in back, my knees were just touching the driver seat when it was motored most of the way back to accommodate my 6-foot-3 frame. However, the Cherokee's slightly chunkier seatback meant the Compass actually had a bit more rear legroom. I then set the passenger seat to a more average distance and again, the Compass had a slight advantage. The Cherokee did have a bit more under-thigh support, however, which indicates the seat is mounted a bit higher. But that creates a problem, as headroom is more significantly affected when the panoramic sunroof is specified. In the Cherokee, my head was into the sunroof cavity and resting against its rigid surround. In the Compass, there was just enough clearance. It should be a difference, both in terms of headroom and perceived roominess that those of average height should notice. As for their cargo areas, the Compass' is larger and more useable. With the rear seats raised, it has 27.2 cubic feet versus the Cherokee's 24.6. You can scoot its sliding seat forward to nearly equal the Compass, but of course doing so reduces its rear legroom. The main reason is width. The Cherokee is noticeably narrow and it gets worse when equipped with the optional subwoofer. In terms of maximum cargo volume with the rear seats lowered, the Compass has 59.8 cubic feet to the Cherokee's 54.9.