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7 months later, Jeep 'trailer hitch' recall still stalled

For the past few years, Chrysler and its CEO, Sergio Marchionne, have gone head-to-head with the National Highway Traffic Safety Administration and its boss, David Strickland, over the government safety agency's request for Chrysler to recall almost three-million Jeep vehicles due to what NHTSA says is a safety issue that has caused at least 51 deaths. After a three-year investigation and Chrysler's initial refusal to issue a recall because it deemed the vehicles safe and built to the day's federal requirements, last summer, the two parties compromised on a "voluntary campaign" to inspect 1.56 million vehicles, those being the 1992 to 1998 Grand Cherokee and 2002 to 2007 Liberty.
Those vehicles were designed with their gas tanks between the rear axle and the bumper, and NHTSA says that in rear-end collisions, damage to the fuel tank has caused fires responsible for those 51 deaths. The compromise reached last summer was that Chrysler would inspect 1.56 million vehicles and, "if necessary, provide an upgrade to the rear structure of the vehicle." Practically speaking, that meant Chrysler would replace aftermarket trailer hitches, but would take no action if a vehicle had a factory-installed hitch or an aftermarket hitch from Mopar.
A report in The Detroit News says the "voluntary campaign" is just now getting under way, with Chrysler saying last week that the design of the replacement part had been finalized and it was tooling up "to deliver the required volume." Seven months later, still in question is whether NHTSA will crash-test the fix engineered by Chrysler, noteworthy because not only did the vehicles in question pass every safety standard necessary to be cleared for sale at the time, there are still questions (to those of us on the outside) as to how the Jeeps at issue fare among their peers in such incidents. Either way, Chrysler and NHTSA apparently still disagree on the efficacy of the remedy itself: the carmaker says it might help in low-speed crashes but not high-speed collisions, a position the NHTSA is at odds with. All of this means the campaign doesn't yet have an end in sight.

Chrysler uses Super Bowl spots to honor troops, farmers

How do you follow up such revered and successful ads as Chrysler's last two Super Bowl commercials? Imported from Detroit and Halftime in America should be given credit for giving the automaker's public perception a complete overhaul after its rescue from the brink with taxpayer money. What next, then?
We just found out during Super Bowl XLVII. This year Chrysler went with two commercials, one for Jeep and the other Ram. The two-minute-long Jeep commercial, called Whole Again, is narrated by Oprah Winfrey and presented as an open letter to the service men and women of America, simply expressing admiration for what they do - poignant message coming from a company whose history is so entwined with that of the military's.
The Ram commercial, called Farmer, honors the agricultural backbone of this country. Its soundtrack is a speech entitled "So God Made a Farmer" given by the famous radio broadcaster Paul Harvey, which plays over a slideshow of original photography commissioned by Ram. The images, of course, focus on farming and the people who do it for a living, and there's a few Ram trucks in there, as well.

2014 Jeep Cherokee marketing launches with 'Built Free' commercial

Now that the 2014 Cherokee is finally on its way to dealerships, Jeep is starting its marketing blitz for its new crossover, beginning with this 60-second TV spot, called Built Free, that premieres today. Set to a Bob Dylan recording, the ad spot discusses something we can all relate to - the feeling of being too busy and too cooped up with everyday tasks to really get out there and explore the world. But as Jeep says in the commercial, "You're still here. And you're still you. The horizons haven't gone anywhere."
Autoblog spoke to Kim Adams-House, head of marketing for the Jeep brand, who explained that this Built Free spot is "an anthemic piece" that "sparks the conversation" for the new Cherokee. As you'll notice, none of the new Jeep's features - its off-road systems, nine-speed automatic transmission, etc. - are mentioned in the ad, but Adams-House says that future marketing "will speak to more" of the CUV's highlights. Following this 60-second spot, 30-second commercials will launch that talk about some of the specific product features.
When asked if the Built Free campaign will include any throwbacks to the original Cherokee, Adams-House told Autoblog that while "we love that vehicle," the new spots are intended to carve out "a unique space for Cherokee in our product portfolio and marketplace." On that same note, don't expect any other Jeep vehicles to get the Built Free treatment. Adams-House said that while this ad "does resonate overall with the brand," it is solely intended to promote the new Cherokee.