Jeep ads to tout new look

Alisa Priddle / The Detroit News

Chrysler Group LLC has launched a new national advertising campaign for Jeep, its most recognizable nameplate.

It is one of the first actions by the company that on Wednesday broke a five-month silence to outline its five-year business plan and says it will be much more vocal about its initiatives and products.

There are ambitious plans to increase Jeep brand sales to 800,000 globally by 2014 from less than 500,000 in 2008.

The first of three phases of a U.S. Jeep campaign, created by GlobalHue of Southfield, began Oct. 30 with primetime television ads promoting the new tagline: "I live. I ride. I am. Jeep."

The campaign centers on educating consumers about the new look of Jeep and creating more awareness around the brand and the Jeep lifestyle and spirit.

"With nearly 70 years of legendary heritage, Jeep is a true global icon that has provided consumers a real sense of freedom and adventure from the very beginning," said Mike Manley, head of the Jeep brand.

Step two is more focused on the Jeep buyer. "We believe there is a little bit of Jeep inside everyone. Deep down, to some degree, everyone wants to seize every moment and live life to the fullest," Manley said.

And the final phase is designed to get the buyer into the showroom with dealer advertising and events.

"People know what Jeep is, it's so iconic," said Stephanie Brinley, product analyst with AutoPacific Inc. in Troy.

Chrysler "really needs to just jump-start right to phase three," Brinley said, noting under the company's planned strategy, "it takes too long to get the initial message out."

In addition to traditional television and print advertising, Jeep ads are finding their way into crowded subways and train stations to tantalize a captive audience with the freedom Jeep can offer, Manley said in a release.

New York's Penn Station is now draped in banners, ads and floor graphics and the next targets will be Grand Central Station and other high traffic areas for New York commuters.

apriddle@detnews.com (313) 222 - 2504