2022 Jeep Wrangler Unlimited Sahara 4xe on 2040-cars

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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:

SUV lifts you up where you belong and leapfrogs traffic jams

So, you're at a dead stop, stuck in traffic, when it pulls up behind you. It appears to be a garden-variety Jeep Grand Cherokee. That is, until its undercarriage lifts the Jeep 9 feet into the air, and the whole rig straddles you and the cars ahead of you in a bid for open road. The car is called the Hum Rider, and no, you can't buy one at the Jeep store. It's a one-off publicity stunt intended to promote Verizon Telematic's Hum platform, which plugs into a car's OBD port and for $10 a month provides vehicle diagnostics, roadside assistance, location tracking, and speed and geo-fencing alerts. (Not sure if Hum tracks vertical leaps.) Verizon enlisted viral marketing agency Thinkmodo to promote the Hum, and this idea was head and shoulders above the rest. "We saw this one [and said], 'Wow, that is crazy,' said Jay Jaffin, Verizon's VP of marketing. "We loved the idea." Thinkmodo co-founder James Percelay told Mashable that they wanted to represent the upgrade Hum brings to cars. So the car goes up. Get it? Here's the star of this story: Hum Rider's designer, Scott Beverly, has done visual effects for Hollywood in The Dark Knight, Inception and Interstellar. He works for A2Zf, a Lancaster, Calif., design and engineering firm that keeps the world filled with Batmobiles, Red Bull Can Cars and beautifully designed VWs and Audis. A2Zf has also worked with NASA on X-planes and with Northrup on the B2 bomber, so compared to those projects, a car-straddling car is hardly a stretch. So what does it take to make a car do this? How about: Over 300 feet of hydraulic lines that operate everything - the lift mechanism, steering, braking and power to the drivetrain. A gas-powered Honda generator under the hood that powers hydraulic pumps pushing out 900 pounds of pressure. A lot of mechanical structure. Hum Rider weighs 8,500 pounds, almost double a standard Grand Cherokee. Heavy-duty truck tires to support all that weight. Four undercarriage cameras that allow the driver to see and clear what's beneath him. What did it cost? They're not saying. What would it be worth, the next time you're stuck in traffic? Priceless.

Happy 50th birthday, Jeep Wagoneer

The Wagoneer got the SUV on the radar of buyers looking for something capable, comfortable and rugged.
The Jeep Wagoneer was introduced 50 years ago, and it's that vehicle we have to thank for the herds of excellent crossovers and SUVs that make up our current automotive landscape. On a personal level, I have always loved the full-size Jeeps and their crisp Brooks Stevens styling, which aged well over their long tenure on the market. The SJs, as they're known among enthusiasts, were the Wagoneer and its two-door counterpart, the original Cherokee. The Wagoneers had become true luxury vehicles by the end of their run, which stretched form late 1962 as a '63 model all the way to 1991, when they were offered exclusively under the Grand Wagoneer nameplate.