• Jun 10th 2010 at 4:55PM
  • 73
2011 Jeep Grand Cherokee commercial – Click above to watch the video after the jump

The 2011 Jeep Grand Cherokee is a really big deal for Chrysler. Not only is it the first product to launch since the Fiat takeover, but it needs to show the world that Chrysler is capable of making attractive, high-quality products, and that the brand is working to rebuild its image here in America. Thus, this first ad spot for the Grand Cherokee focuses on just that – telling the world that American manufacturing is getting back on track, and that Chrysler is working hard to build the best new products for the market.

We'll be driving the 2011 Grand Cherokee in the coming weeks, so stay tuned for a full report. In the meantime, hit the jump to not only watch the video of the new Jeep ad, but to read Chrysler's full press release explaining the new advertising campaign. High-res images of the new Grand Cherokee are available in the galleries below.

[Source: Chrysler]

Show full PR text
All-new 2011 Jeep® Grand Cherokee Advertising Debuts; Celebrates the Return to True American Craftsmanship

The all-new 2011 Jeep® Grand Cherokee is a symbol of the new Chrysler Group and the first all-new vehicle to come during the alliance with Fiat SpA. The first advertising spot for the Jeep Grand Cherokee, scheduled to air Friday, June 11, takes viewers through a time when America was known for craftsmanship, quality and personal pride – something that has been missing in this country and the automotive industry, until now.

The new spot is the first phase of the marketing and advertising launch for the 2011 Jeep Grand Cherokee, which arrives in showrooms later this month.

"With this new campaign, the Jeep brand celebrates the best of American manufacturing and engineering," said Mike Manley, President and CEO – Jeep Brand, Chrysler Group LLC. "The new Grand Cherokee marketing and advertising campaign has been carefully designed to communicate the Jeep brand's commitment to American craftsmanship, the return of personal pride and dedication to producing a vehicle that is truly well-made and beautifully designed."

The creative campaign was developed by Portland, Ore.-based Wieden+Kennedy and delivers a new tagline for the Jeep brand – "The things we make, make us."

The new tagline represents the return of American craftsmanship and quality as well as the energy, focus and commitment that goes in to each new Jeep-branded vehicle, especially the all-new 2011 Jeep Grand Cherokee.

"The Jeep Grand Cherokee advertising campaign reminisces upon a time when America was known for its craftsmanship and there was a sense of personal pride in creating a quality product," said Oliver Francois, Lead Marketing Executive, Chrysler Group LLC. "Chrysler Group has made a radical change in the way it functions and creates products and, it is very apparent in the 2011 Jeep Grand Cherokee. The campaign is the company's way of making it clear to our current and potential customers that we have that personal pride back and we are creating quality products. The entire company is excited about this vehicle and we want to share that excitement with everyone."

The second phase of the marketing and advertising campaign, scheduled to launch this summer, will begin to introduce the features and highlights of the vehicle.

The All-new 2011 Jeep Grand Cherokee

Nearly two decades ago, Jeep invented the premium sport-utility vehicle segment with the introduction of the Jeep Grand Cherokee. More than four million sales later, Jeep delivers an all-new Grand Cherokee that balances legendary Jeep capability with improved, sophisticated on-road dynamics that deliver a premium driving experience.

Capability highlights include a choice of three 4x4 systems, new Jeep Quadra-Lift™ Air Suspension and Selec-Terrain systems, and towing capability of 7,400 lbs. On-road dynamics are improved courtesy of new independent front and rear suspension systems and a new body structure that dramatically increases torsional stiffness for reduced Noise, Vibration and Harshness (NVH) levels.

The design of the all-new Jeep Grand Cherokee boasts an all-new sculpted body and athletic profile that define a sleek exterior and aerodynamic finesse. CommandView® - a new dual-pane panoramic sun roof - extends from the windshield to the rear of the vehicle. A world-class interior design is highlighted by premium soft-touch interior materials for all models. The interior provides consumers with more than four inches of increased rear-seat knee and leg room, and 17 percent more cargo volume.

Chrysler Group's all-new 290-horsepower 3.6-liter Pentastar V-6 engine boasts an 11 percent improvement in fuel economy for the Jeep Grand Cherokee, delivering up to 23 mpg and over 500 miles on one tank of gas. The all-new flexible-fuel engine is standard on the Grand Cherokee, and features Variable-valve Timing (VVT), double overhead camshafts and a high-pressure die-cast aluminum cylinder block in a 60-degree configuration.

More than 45 safety and security features are available in the all-new 2011 Jeep Grand Cherokee, including standard Active Head Restraints, full-length side-curtain and seat-mounted side thorax air bags, Electronic Stability Control, Electronic Roll Mitigation, Hill-start Assist, and Trailer-sway Control. A Blind-spot/Rear Cross-path detection system and Adaptive Cruise Control with Forward Collision Warning are available.

Numerous advanced technology features are offered, including live mobile TV (FLO TV), SIRIUS Backseat TV and UConnect™ Web, which transforms the vehicle into a "hot spot" to deliver the Internet directly to the vehicle.
The all-new 2011 Jeep Grand Cherokee will be available in 3 models: Laredo, Limited and Overland.

2011 Jeep Grand Cherokee Laredo 4x2 pricing starts at $30,995 - $495 lower than the outgoing model. Laredo 4x4 pricing starts at $32,995 - $465 lower than the outgoing model.

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    • 1 Second Ago
      • 5 Years Ago
      Great commercial !!! I hope to get a Overland. I had an 06 it was great.
      • 5 Years Ago
      that was a Johnny Cash soundtrack... totally cool.
      • 5 Years Ago
      Love the new look of the GC
      • 5 Years Ago
      made in America? designed and developed and blah blah blah....don't forget the Mercedes m class tech in there.....
      • 5 Years Ago
      I saw 4 GC on local Jeep lot today. NICE looking ride. The interior has tight fit.
      Winner for 5 passenger SUV. I hope the ride quality has improved too.
        • 5 Years Ago
        I drove next to a white one this weekend and you're right, it looks great. Might even go as far as to say a head-turner

        I've been in love with it since the silver one first debuted and they showed off the Air Suspension so I might be a little biased
      • 5 Years Ago
      "Blah blah blah, this is just another CUV! What's the difference blah blah this and a Dodge Caravan? Unibody blah it's going to suck blah blah offroad blah blah body on frame blah blah!"

      /sarcastic rant

      Anyone praising this and dissing the new Explorer needs to STFU. They are both unibody and therefore both have the same potential offroad ability. I'll admit, I think the Jeep will likely be better offroad but I'm getting sick of the new Explorer getting rejected out of hand just for its platform when there are any number of unibody SUVs out there that are considered to be totally capable offroad. Hell, I've driven a damn Cayenne up and down a 40 degree rutted, muddy grade, so I know what a good unibody can do.

      Ranting aside, this looks REALLY nice. I like it more than any Chrysler product of the past 15 years.
        • 5 Years Ago
        Actually Montoym, that's a really good point. I think you've convinced me. The RWD bias is a big issue. It appears that there are no FWD bias AWD vehicles that are considered to be capable offroad. All the vehicles I mentioned have 2 speed transfer cases as well, despite being unibody. I hadn't thought of that. In fact I honestly thought the VW Touareg and its platform mates were FWD biased, but looking into it more, they clearly are not. Seems I may have been proven wrong about whether or not the Explorer will perform well offroad. Now that I know more, its expected loadout isn't promising. Unless Ford performed some sort of crazy wizardry, the FWD bias will render it pretty much useless in anything more hairy than a gravel road. Bummer. I hate being wrong.

        But let it be known that it is possible for people on automotive forums to admit their mistakes. Everyone take note:)

        Luckily, I haven't said the Explorer will beat any competing vehicle off road, because I really didn't think it would. I just didn't think it would suck all that bad, but now it appears it may just suck after all. I still think it will sell and that most buyers don't need it to go offroad. I do think it competes with the Traverse, but its terrain response system implies offroad chops that the Traverse doesn't attempt to aspire to, which seems like a bad decision.

        I don't, however, feel the Flex competes with the Traverse, and that's my opinion. And that's also the Flex's problem in the market.. It's low slung stance and boxy styling mean it essentially has no competition, which sounds good until you realize that the things that set it apart from every other vehicle out there are the very things that turn most people off.
        • 5 Years Ago
        Not to mention that the Grand Cherokee, while a unibody, is still designed as a RWD vehicle from the get-go(buy a 2wd GC and you get RWD). The Explorer, while also unibody, is derived from a FWD platform and is FWD with AWD an available option.

        You honestly can't look at two unibody crossovers and assume both will have equivalent off road ability. Heck, you even admitted as much with your mention of the Cayenne(also RWD-based).

        Thus, it's easy to look at the new Explorer and make a logical reasoning as to its off road ability. For instance, name me a single FWD-based CUV that is known for its off-road capability..............................

        You comparison to the Traverse is also flawed. The new Explorer shouldn't be targeting the Traverse, that's what the Flex is for. If you think the Explorer is meant to compete with the Traverse, then where does the Flex stand? The Traverse doesn't flaunt any sort of off roads traits. It's not meant to be an off-road vehicle and Chevy doesn't sell or advertise them that way either unlike how Ford will look to position the Explorer.

        If anything, the GC is going after the very competiton it's been going after for a long time now, the new GC and the 4Runner. Both of which I have no doubt will show the Explorer their taillights on pretty much any off road excursion(additionally, both are RWD-based as well).
        • 5 Years Ago
        The GC will be available with a two-speed transfer case. Last I read, the upcoming Explorer will not be. And the Explorer's of old have had horrible ground clearance and bad angles.

        So I suspect that the new GC will have significantly better offroad capability than the new Explorer. Hopefully the new GC will have significantly better reliability than the outgoing GC.
        • 5 Years Ago
        The Cherokee line has been unibody since at least the SJ's debut (1984); I'm not sure about the first-gen Cherokee from the 70's. The original "GP" vehicles were mainly unibody, too. The Ford Mutt was of unibody construction during World War II. This is just the next in a long line of vehicles built for offroad brutality, modernized to be luxurious and practical on the daily grind. This is Jeep's heritage.

        The Explorer has been a body-on-frame vehicle since its inception. It was a light truck, always was. It was a road beast and urban workhorse, not an offroad wunderkind. With the Edge and Flex in their lineup, Ford is willfully cannibalizing sales with yet another crossover--and one that deviates from its established heritage.

        Horse of a different color entirely. That's why this GC rocks, and the new Explorer is a giant yawn.
        • 5 Years Ago
        @ harkening:

        Do you mean XJ? The SJ was most def a body-on-frame vehicle...

        ....not to be rude or anything :)
        • 5 Years Ago
        I don't see anyone commenting above you talking trash on the new Explorer
        • 5 Years Ago
        In my last paragraph there, I of course meant the Explorer initially, not the GC when I mentioned the competition. Obvious mistake and due to my lack of proofreading since I'm at work.
      • 5 Years Ago
      again. why did they show the empire state bldg and NOT the chrysler building?!?!
      • 5 Years Ago
      Any auto we drive that requires fuel is a economic disaster.....why don't the auto makers make a solar car. Without the cost of fuel we could all drive a top of the line automobile...WE ARE WAITING!!
      • 5 Years Ago
      IRONMAN should drive one.
      • 5 Years Ago
      Great job,Jeep.
      • 5 Years Ago
      I might just put on a baseball cap now! Not sure I am a fan of that commercial.
      • 5 Years Ago
      I've never actually seen so many positive comments on this blog before.....I also thought the new ride (and ad) looked great!
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