collected by :John Max
2017 Jeep Compass Trailhawk off-road Enlarge PhotoIt is what it is… READ: 2017 Jeep Compass reviewThat’s because “low range” here isn’t quite what it seems. Exploring old mining trails above Idaho Springs, Colorado, I pushed my Compass Trailhawk tester as far as I could. Coming in for approach and departureTwo big advantages to the Compass Trailhawk are its front and rear bumpers, which aren’t just for looks. If you define “off-road” as more than a gravel trail, you’ll certainly want the Compass Trailhawk.
as mentioned in “We speak of freedom and adventure, which are Jeep values, in ways that are relevant to these target millennials. “We want to connect with them and be relevant,” Olivier Francois, chief marketing officer for Fiat Chrysler Automotive, told me. As it arrives in volume at Jeep dealerships, the new vehicle is an important refresh as Jeep overall struggles with its first slump in nearly a decade. Jeep is launching an advertising campaign for the all-new Compass compact utility vehicle that tries to communicate with mid-generation millennials by acknowledging the many important life choices they are making — and by suggesting that purchasing a Compass could be one of those decisions. “Recalculating” is the title of the first TV commercial for the 2017 Compass that Jeep is counting on to make the brand more relevant in a compact segment that is increasingly important in the ever-expanding sport-utility universe.
as mentioned in
Millennials recalculate and resist conformity in new Jeep Compass ad
The Jeep Compass is arguably the most important new vehicle that Fiat Chrysler is launching this year. Because the Compass is a Jeep, Francois noted, it must hold to a set of values — freedom, adventure and authenticity. (Photo: Fiat Chrysler Automobiles)Jeep is making a strong appeal to millennials who value the freedom to resist conforming to society’s expectations in a marketing campaign for its all-new 2017 Jeep Compass. Olivier Francois, Fiat Chrysler’s chief marketing officer, said millennials don’t want to be lectured. A successful launch of the Compass, which Fiat Chrysler Automobiles started shipping to U.S. dealers this spring, is crucial for the Jeep brand as it tries to continue to increase its global sales.