Jeep Launches New Marketing Campaign: Memories Over Dents and Scratches

Jeep has recently launched a new marketing campaign in an effort to reverse declining sales in the United States. The campaign focuses on the idea that there are no such things as dents or scratches on a car, but rather memories. The carmaker hopes that this message will resonate with consumers, particularly young college students who are receiving the keys to their parents’ old cars.

The first commercial released as part of this campaign is titled “Dents.” It follows the owner of a Jeep Grand Cherokee who is packing up his belongings from the SUV before passing it on to his daughter. As he notices the dents on the car, he recalls the memories associated with each one. From a scratch on the roof caused by driving under a low-hanging tree to a rip in the rear seat caused by the family’s dog, each dent holds a special memory. The commercial aims to highlight the emotional connection that Jeep owners have with their vehicles.

According to Marissa Hunter, Stellantis North America senior vice president, the Jeep Grand Cherokee is more than just a mode of transportation for owners. It is a member of their family that plays a pivotal role in their life journey. The commercial showcases the various stages of the Grand Cherokee’s life, emphasizing the meaningful memories created through the dents and scratches it has acquired over the years. As the keys and memories are passed down to the next generation, the film also introduces the electrified model, demonstrating Jeep’s commitment to keeping traditions alive.

In addition to the “Dents” commercial, Jeep has also released a separate ad for the Jeep Wrangler. This ad highlights the Wrangler’s colorful paint options, off-roading capabilities, and adventurous spirit. Set to Tupac and Dr Dre’s “California Love,” the commercial captures the essence of the Wrangler and its free-spirited nature.

Olivier Francois, Stellantis marketing chief, explained that the focus of these commercials is to build brand loyalty. Despite a 13% gain in industry sales, Jeep’s sales have declined by 12% this year in the United States. By emphasizing the emotional connection and memories associated with Jeep vehicles, the brand hopes to resonate with consumers and increase sales.

The timing of the campaign is strategic, as many young college students are receiving their parents’ old cars as they head off to university. Jeep aims to position itself as the brand of choice for these young drivers, highlighting the durability and reliability of their vehicles.

With declining sales and increased competition in the automotive industry, it is crucial for brands like Jeep to differentiate themselves and connect with consumers on a deeper level. By focusing on memories rather than dents and scratches, Jeep hopes to create a lasting emotional connection with consumers and drive sales.

In conclusion, Jeep’s new marketing campaign emphasizes the idea that there are no such things as dents or scratches on a car, only memories. The commercials showcase the emotional connection that Jeep owners have with their vehicles and aim to build brand loyalty. By targeting young college students and highlighting the durability and reliability of their vehicles, Jeep hopes to reverse declining sales in the United States. With its focus on memories and emotional connections, this campaign sets Jeep apart from its competitors and positions the brand as a leader in the automotive industry.