Jeep WJ Grand Cherokee ‘Trail Rated’ Press Releases

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Trail Rated badge location and placement measurements

September 18, 2003

Jeep® Creates the New Jeep Trail Rated™ Requirements to Communicate Legendary 4×4 Capability

Auburn Hills, Mich. – The Jeep® model at this time introduced Jeep Trail Rated™, a brand new strategy to talk to shoppers the intensive stage of off-road necessities that every one Jeep 4×4 autos should meet. The new 2004 Jeep 4×4 autos – Grand Cherokee, Liberty and Wrangler — with Trail Rated badges begin arriving in dealerships subsequent week.

“Jeep Trail Rated is an industry-leading methodology to objectively measure and predict off-road efficiency for all Jeep autos,” stated Jeff Bell, Vice President Jeep, DaimlerChrysler Corporation. “We created Jeep Trail Rated to speak the legendary Jeep functionality that’s designed into each Jeep 4×4.”

Jeep Trail Rated is supported by the Nevada Automotive Test Center (NATC), which has 45 years of off-road car testing expertise, together with the creation of requirements for the U.S. navy.

The new Jeep “Trail Rated” badge signifies that each Jeep 4×4 has been designed to carry out in a wide range of difficult off-road situations recognized by 5 key consumer-oriented efficiency classes, together with Traction, Ground Clearance, Maneuverability, Articulation and Water Fording.

“Through a mix of pure and managed area checks, in addition to computer-simulated environments, Jeep Trail Rated gives a repeatable and constant measurement of off-road efficiency for all Jeep autos,” stated Bell. “As the Jeep model expands, Trail Rated will assist us make sure that our legendary 4×4 functionality stays a cornerstone of the Jeep model.”

Six new print advertisements and 4 new tv spots will talk the stringent necessities that Jeep autos should meet in an effort to earn the Jeep “Trail Rated” badge. The new spots will spotlight one of many 5 consumer-oriented classes that make up Jeep Trail Rated. Both print and broadcast advertisements break in mid-October. Consumers may see particulars of Jeep Trail Rated on Jeep.com. Additionally, the Jeep model will debut Jeep Trail Rated artistic in The New Yorker journal’s constitution version of the Tablet PC.

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Describing the general route of the advertisements, Bell added, “Each print advert will constantly present the efficiency requirements with a functionality graphic that highlights one of many 5 off-road situations being demonstrated, together with the Trail Rated 4×4 badge. The tv spots may also characteristic the efficiency classes and the Trail Rated 4×4 badge.”

“The Jeep model continues to ship on the promise to supply rugged, versatile autos with genuine 4×4 functionality,” stated Bell.

October 22, 2003

Jeep® Brand, the Original 4×4 Icon, Launches New Advertising and Marketing Campaign Based on Jeep Trail Rated™

  • Icons Highlight Jeep Vehicle Capability in Five Key Categories
  • Advertising Communicates the Industry Leading Jeep Trail Rated Standard
  • New Jeep Brand Advertising Launches with New Print Ads, Television
  • Spots and Web-based Initiatives

Auburn Hills, Mich. – The Jeep® model at this time unveiled the most recent components of a brand new promoting marketing campaign showcasing Jeep Trail Rated™, the just lately introduced new strategy to talk to shoppers the intensive stage of off-road necessities that every one Jeep 4×4 autos should meet.

The marketing campaign is constructed across the Trail Rated badge, which is affixed to all 2004 Jeep 4×4 autos — the Grand Cherokee, Liberty and Wrangler. The distinctive emblem signifies that each Jeep 4×4 has been designed to carry out in a wide range of probably the most difficult off-road situations, and in addition endured testing endorsed by the Nevada Automotive Test Center (NATC).

“Trail Rated additional delivers on our promise to supply rugged, versatile autos with genuine 4×4 functionality and ensures that this legendary functionality stays the cornerstone of the Jeep model,” stated Jeff Bell, Vice President, Jeep Marketing, DaimlerChrysler.

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To earn Jeep Trail Rated certification, Jeep autos are required to satisfy functionality requirements in traction, floor clearance, maneuverability, articulation and water fording. Icons consultant of every customary are utilized in promoting, on Jeep.com and in different Trail Rated communications.

“This new marketing campaign not solely reinforces the truth that Jeep Trail Rated gives a repeatable and constant measurement of off-road efficiency for all Jeep four-wheel drive autos, it additionally helps shoppers perceive simply how succesful Jeep autos are,” stated Bell.

Trail Rated communications launch in late-October with 5 print commercials, two 30-second tv spots and a particular Trail Rated part on Jeep.com. Trail Rated artistic may also be discovered within the constitution version of The New Yorker journal’s Tablet PC, the digital version of EnterpriseWeek, in addition to at Jeep branded occasions all year long.

Many of the commercials characteristic photographs captured throughout precise NATC testing. Additional functionality images and video clips can be found on http://www.Jeep.com .

In the TV spot “No Endorsements,” a Jeep 4×4 drives effortlessly by means of deep, Arctic tundra snow, crossing a stream and scaling boulders. All of the duties are accomplished within the presence of typical indicators of sporting success — an Olympic-style three-tiered podium, a football-style scoreboard and a end line, however no individuals. Throughout the spot, the voice-over states that no gold medals or world championships are given to autos that full these challenges. “So why can we ensure that each Jeep 4×4 is Trail Rated to satisfy such strict requirements of functionality? Perhaps,” says the voice-over, “the higher query is, why doesn’t everybody else?” The spot closes on the total line of Jeep 4×4 autos — the Grand Cherokee, Liberty and Wrangler — perched on an impressive mountain peak.

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“No Endorsements” is by BBDO Detroit, the Chrysler Group’s lead company. The different TV advert, “Car Shopping,” was created by GlobalHue, Chrysler Group’s multicultural company.

“Car Shopping” encompasses a younger African-American couple searching for a brand new car at a Jeep dealership. The man tells the salesperson that he and his spouse are in search of one thing “actual.” The salesman is aware of precisely what the couple is trying to find and reveals them a Jeep Grand Cherokee. As the younger man approaches the car, he realizes that noises are emanating from the Trail Rated badge on the car. He bends all the way down to get a greater have a look at the badge and is swept into scene after scene of the rigorous testing that Jeep autos undergo to earn the Trail Rated badge. As the car within the imaginative and prescient completes the water-fording check, the husband is splashed with water, drenching him from head to toe. His spouse walks over to admire the car, and is shocked to see him soaking moist as he basks within the afterglow of his expertise.

All of the promoting on this marketing campaign closes with the theme line “The Jeep Trail Rated System. If it’s not Trail Rated, it’s not a Jeep 4×4.”

“Jeep model promoting has at all times mirrored the ‘go wherever, do something’ functionality of Jeep 4×4 autos,” says Bill Morden, Vice-Chairman and Chief Creative Officer, BBDO Detroit. “Now, by means of Trail Rated, we will display to our shoppers how each Jeep car retains them secure and safe it doesn’t matter what nature throws at them.”

The NATC has 45 years of off-road car testing expertise, together with the creation of requirements for the U.S. navy.

More info on Trail Rated could be discovered at  www.jeep.com/trail-rated.

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