Jeep is ready to blaze new 4X4 trails with a new generation of drivers. Friday, the automaker launched its ad campaign for the new 2015 Renegade and everything about it screams Millennials.
In some ways, you could say Jeep went about enticing younger drivers the old fashioned way, with music. The first 60-second spot features the original song “Renegades” by indie-band X Ambassadors and showcases a group of 20-somethings riding around having the time of their lives.
“We’re staking a new claim to music and setting the stage for the Jeep brand’s North America marketing launch for the all-new 2015 Jeep Renegade,” said Olivier Francois, Chief Marketing Officer, FCA Global. “Building break-through creative to launch the Jeep Renegade to the Millennial audience around the world propels the Jeep brand into an all-new space. Together, we’ve created a one-of-a-kind platform that features lyrics and track written with the modern renegade in mind – its name invoking the very spirit and mindset of Millennials – and features traits inherent in the Jeep Renegade DNA that will allow the campaign to have global relevance.”
More Jeep spots will follow and they’ll focus more on the new completely redesigned Renegade itself. It’s being built in Italy where it just went on sale. It arrives in the U.S. later this year.
“The whole point of the Renegade is to create a feeder to the brand,” Chief Marketing Officer Olivier Francois told the Free Press. “For many Renegade buyers, this will be their first Jeep.”
The Renegade will offer two engines. Base models will use a 1.4-liter turbocharged 4-cylinder with 160 horsepower, but you can upgrade to a 184-hp 2.4-liter 4-cylinder. It will be available in both front- or 4-wheel-drive guise. It’s also pretty fuel efficient. The EPA recently certified the 2-wheel and 4-wheel drive models as giving a combined fuel economy of 25 miles per gallon.
“Fuel economy is going to be very high on a customer’s checklist,” Jeep CEO Mike Manley said in a recent interview with the Free Press. “One of the reasons why we really wanted to make this vehicle, outside of extending the Jeep brand, is that we knew that with the technology that we had, that we could produce…fantastic on road dynamics, great fuel economy, and yet still give you a true Jeep.”
Meanwhile, this week FCA announced the 2015 Renegade’s interior was named to Ward’s “10 Best Interiors List for 2015’ along with the 2015 Chrysler 300.