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Jeep Super Bowl commercial nets criticism from fish conservationists [Update]

Update. FCA got back to us with the following statement: "The Jeep brand and FCA cooperate with federal/state/local governments and organizations, including Tread Lightly and Access Fund, around the world to help ensure that its vehicles are being utilized in a legal and responsible manner, and follow those guidelines when demonstrating their off-road capabilities. Ecological assessments are made and considered when the Jeep brand conducts demonstrations of a vehicle's off-roading capabilities. The vehicle shown in this video is driving on a designated county road that experiences seasonal runoff and its performance capabilities are authentically portrayed consistent with the Jeep brand philosophy. Other examples of how Jeep demonstrates vehicle capabilities take place at the brand's Camp Jeep activities at auto shows and experiential events." The Super Bowl is always packed to the brim with various car commercials. FCA in particular had a big showing this year with ads from both Ram and Jeep. It's the latter that seems to have drawn the ire of some organizations, particularly one where a new Jeep Cherokee drove up a stream in a commercial called "The Road." Trout Unlimited, a freshwater conservation organization, has criticized FCA for encouraging driving that might endanger fish habitats. Trout Unlimited President and CEO Chris Wood sent a letter to FCA chief Sergio Marchionne, calling the commercial "wrongheaded" and that Jeep got some "bad marketing advice on this one." Wood says many of Trout Unlimited's members are Jeep owners and that he previously owned a Jeep CJ7 that he took all over Vermont. He says that he took it off-roading, though he never drove right up the middle of a stream. We're waiting on a comment from Jeep, but MSN reports that the automaker is defending the ads — though there aren't plans to run them again. Trout Unlimited says driving up and damaging streams can destroy the gravel where fish lay eggs. Either way, off-roaders should always be mindful of their surroundings so they don't destroy the land or sink their vehicles after, say, breaking through the ice on a frozen lake. Related Video:

SEMA crowns Mustang, FR-S as this year's hottest cars in the building

After wrapping up the first day of the 2012 SEMA Show, organizers handed out awards for some of the trendiest vehicles on display. Since the whole point of SEMA is to show off new products available in the aftermarket world for use in cars, trucks and SUVs, each year, the show distinguishes the most popular vehicle in various segments. Not surprisingly, this year's Hottest Car and Hottest Sport Compact are the Ford Mustang and Scion FR-S, respectively, while the Ford F-Series brought home the Hottest Truck and the Jeep Wrangler was named the Hottest 4x4-SUV.
More than 2,000 companies are at this year's show, and the display booths represents a "vote" for each car to determing the trendiest vehicles in each of the four categories. It isn't clear if these awards also take cars brought by OEMs into account, but the Mustang and FR-S were definitely well represented by both OEM and aftermarket show versions.
As usual, the OEMs showed up in force at the this year's SEMA Show exhibiting a variety of cars ranging from production-intent cars like the beastly Ford Mustang Cobra Jet to much flashier rides like Scion's Carbon Stealth FR-S.

Vile Gossip: My Jeep Wrangler dreams

Jean Jennings has been writing about cars for more than 30 years, after stints as a taxicab driver and as a mechanic in the Chrysler Proving Grounds Impact Lab. She was a staff writer at Car and Driver magazine, the first executive editor and former president and editor-in-chief of Automobile Magazine, the founder of the blog Jean Knows Cars and former automotive correspondent for Good Morning America. She has lifetime awards from both the Motor Press Guild and the New England Motor Press Association. Look for more Vile Gossip columns in the future.The new 2018 Jeep Wrangler's model designation is JL, my original initials, as in Jean Lienert. Don't Google that. You'll find I died in 2014 in Pittsburgh at age 85. I take this JL thing as a sign from God that I am supposed to finally buy a new Wrangler, the very first car of my dreams when my dreams included saving $25,000 and living off the grid in a one-room log cabin with all of my cast iron pots and pans. I did live in a tiny log cabin once, but when I discovered there was no line for phone, fax and printer, I trudged down the dirt road a half mile, knocked on a stranger's door and borrowed their phone to call AT&T. So much for living off the grid. And so much for the Wrangler. I bought a truck, which was useful, but it was not a Jeep, a fact confirmed when I landed a job writing about cars. Among the Porsches and Fords and Ferraris and Dodge Power Wagons were Jeep Wranglers. Wranglers meant adventure. Here are two favorites:1981 — Delivering the Pig of Bronze, Car and Driver's over-accessorized 1978 project Jeep CJ-7 (named for its chrome hood ornament), to the police chief of rural Waterloo, Neb. He got it because he wrote the editor a letter asking for it. It was my assignment to drive it there. I plotted as many miles of dirt roads as possible between Michigan and Nebraska, not wanting to waste my first big Jeep adventure on pavement and never questioning the ability of this denim-trimmed orange Jeep and its aftermarket aluminum wheels to get us there.So naive. Somewhere in deepest Iowa with the windshield flipped down to the hood for maximum coolness, the Pig's rear end began to shudder. As we rolled to a stop, the photographer looked back in time to see one of the five fancy extra-long chrome lug nuts plop into the dust. Two others had vanished. The last two had backed off to the ends of their studs.