The much-anticipated 2014 Jeep Cherokee is expected at dealerships any second now, and when it arrives it will boast both an MSRP of $22,995 and Top Safety Pick designation from the Insurance Institute for Highway Safety (IIHS). As a reminder, achieving that honor means scoring top marks in the Institute’s traditional occupant-protection tests for moderate frontal-overlap impacts, rear- and side-impact situations, and rollover resistance/roof strength; the Cherokee has not been rated in the new small frontal-overlap test at this time.
“The all-new 2014 Jeep Cherokee represents the pinnacle of innovation in the mid-size SUV segment,” said Mike Manley, president and CEO of the Jeep Brand. “In addition to the breakthrough efficiency of its unique 4x4 system and the milestone introduction of its nine-speed automatic transmission—a world-first—the Cherokee features a host of technologies that combine to deliver outstanding occupant protection. That kind of robust performance delivers on the promise of the Jeep brand.”
And to ensure more folks get the message about the 2014 Jeep Cherokee, it will be subject of an equally robust launch campaign titled “Built Free.” Now, that doesn’t refer to production costs, but instead signifies the brand’s “unrelenting pursuit of freedom,” according to Olivier Francois, chief marketing officer, Chrysler Group LLC.
“The return of the Jeep Cherokee and the ‘Built Free’ campaign serves as a reminder that we can fulfill our daily responsibilities and still follow our innate desire to explore new and different experiences,” Francois continued.
Be that as it may, the campaign will run across a wide range of media platforms and feature 30- and 60-second ads on television and in movie theaters, as well as a full print effort and plenty of action online via Facebook, Tumblr and Jeep’s www.Tomorrow-Is-Now.com website.
But perhaps Bob Dylan best sums things up in his song that accompanies the new Cherokee ad, a cheerful little ditty with the refrain: “Motherless children run a hard road when your mother is dead.”
So perhaps not.