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Chinese Jeep production confirmed with Fiat, Guangzhou agreement

Fiat has just finalized a deal originally set up in January between it and China's Guangzhou Automotive Group to bring Jeep production to China. It remains unclear which models will be built, although we're wagering that it'll be the 2014 Cherokee. What we do know, now, is where production will take place.
According to Automotive News, Guangzhou originally wanted production to take place in its home assembly plant in its namesake city. Fiat has battled to send production to a joint venture facility established between Guangzhou and Fiat in the town of Changsha. The joint facility won out, and now the factory, originally built in 2010 with a 140,000-unit capacity, will see Jeeps rolling out of it.
Currently, the GAC-Fiat factory produces the Fiat Viaggio, a jointly developed product that is closely related to America's Dodge Dart. And while it remains unclear as to which model will join the Viaggio on the assembly line, that model is understood to ride on Fiat's Compact platform. The only Jeep to share those underpinnings is the new Cherokee, so there's not much connecting of dots needed to see why this scenario would make sense.

Jeep gunning for 1M sales this year

Jeep CEO Mike Manley would rather soft-pedal the seven-figure prognostication for now, but Fiat CEO Sergio Marchionne won't have it, proclaiming in an interview that Jeep will sell one million units worldwide this year. Manley has called that come-hither number "a stretch," the history of recent gains perhaps reason for his caution: in 2011 the brand sold 568,317 units, followed by the record-breaking tally of 701,626, then another record in 2013 with 731,565 units moved.
That kind of gap means everything will need to go magically for Jeep to record a 37-percent increase this year - amazing Cherokee sales, a brilliant launch for the little Jeep arriving in Europe later this year and a heavy wave to raise sales in US, European and Chinese markets. Manley is confident about the prospects in 2015, though, with the Cherokee in full stride, the Fiat-based Jeep on its way to the US and expanded global production. It's not as though Marchionne's prediction for Jeep's 2014 sales is unexpected, since he first made it last year. But even if the number ends up a little short for 2014, there's no doubt it will be impressive.

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.