Jeep says the dents and scratches in a automobile can inform a narrative.
The model’s new business for the Grand Cherokee reveals how these blemishes can deliver again recollections.
It is being launched alongside a world marketing campaign for the Wrangler as Jeep strives to keep away from a fifth consecutive 12 months of declining U.S. gross sales. Jeep’s 12 % drop within the first half of 2023 is the most important lower among the many prime 33 manufacturers and contrasts with a 13 % achieve for the business general.
The Grand Cherokee spot, referred to as “Dents,” reveals an older mannequin of the midsize SUV being current in varied chapters of a household’s life, from a wedding proposal and getting a canine to using by way of the woods. At every stage, the Grand Cherokee picks up scars that make the daddy — who now owns a 4xe plug-in hybrid model — reminisce years later earlier than passing it right down to his daughter. The advert was created in partnership with the Chicago company Highdive.
Olivier Francois, advertising and marketing chief for Jeep father or mother Stellantis, mentioned the advert’s focus is constructing loyalty moderately than conquesting patrons.
Francois mentioned the time was proper for a Grand Cherokee marketing campaign as dealership stock grows. He mentioned the nameplate has logged hundreds of thousands of gross sales since 1992 and has a spot within the hearts of many.
“That is an prolonged method to loyalty,” Francois instructed reporters final week. “Actually a brand new era, cross-generational loyalty to the automobile, and this can enable us so as to add an emotional and nostalgic stage of reference to the shopper.”
There’s a 30-second TV spot, whereas a 60-second model is on the model’s YouTube channel.
U.S. gross sales of the Grand Cherokee, the model’s prime vendor, had been down 7 % within the first half of this 12 months to 124,956.
Whereas the Grand Cherokee marketing campaign is for U.S. shoppers solely, Jeep launched one other advert push final week with international attain for the Wrangler.
That marketing campaign, “Well-known for Freedom,” promotes the freewheeling spirit that has made the Wrangler well-known. Along with the U.S., the content material will air in Europe, China, Japan, South Korea, Australia and different markets to sign the launch of the 2024 mannequin. Exterior of the U.S. and Canada, Japan is the Wrangler’s largest market, in keeping with Lucy McLellan, Jeep’s senior vice chairman of worldwide advertising and marketing and communications.
A number of Wrangler homeowners are featured within the marketing campaign.
“We needed to align to our ‘suppose international, act native’ method to advertising and marketing and labored with all the main Wrangler markets all over the world to make sure that the inventive felt each regionally related in addition to culturally related,” McLellan mentioned.
There’s a 30-second TV lower, whereas a 60-second model is on YouTube. The model is deploying 15-second and 30-second iterations on its social channels and different web sites. U.S. Wrangler gross sales declined 15 % within the first half of the 12 months to 84,642.
The marketing campaign highlights the Wrangler’s vibrant paint choices whereas exhibiting the varied environments the versatile midsize SUV will be pushed in.
The musical backdrop is “California Love,” the Nineties hit from rappers Tupac Shakur and Dr. Dre. Stellantis mentioned that is the primary time the track has been utilized in an auto business.
The full of life track “embodies precisely the spirit of Wrangler,” Francois mentioned. “It embodies freedom, coolness and all these values. … It is a match for Wrangler and a match for our worldwide market. Everybody is aware of it. Practically everybody is aware of it in France, everybody is aware of it in Germany, so why not?”