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AdSpotting: Jeep Compass “Bloodlines” has a steep hill to climb

Filed under: Marketing/Advertising, Crossover, Chrysler, Jeep

Jeep Compass Bloodlines ad

Jeep Compass Bloodlines ad – Click above to watch after the jump

Company: Chrysler LLC

Brand: Jeep

Medium: TV

Ad Agency: GlobalHue

Product: 2011 Jeep Compass

Campaign: Bloodlines

What We Like: The editing and look of the ad fits with the excellent Jeep Grand Cherokee ads that agency Wieden & Kennedy created last year. There is an urban feel to this TV spot that is probably fitting for a vehicle like Compass, which has not had much positive said or written about since it first hit showrooms in 2007. There is authority, emotion and value in the Jeep brand, and re-igniting that for consumers is a good idea.

What We Don’t Like: Now for the bad news. For people who know Jeep and the Compass, not to mention the new Hawaii Five-O TV show, this ad has a lot of problems. For sure, the Compass has been much improved for the 2011 model year. We are not only impressed with what the new Chrysler team managed with a new interior and trim, but with how we were able to crawl snow-covered creek beds in Wyoming when we tested the new car. But the bones of this vehicle are highly suspect to the real Jeep fan and student of the brand. “Iconic beauty,” reads the voiceover in the ad. “A legendary bloodline.” To people who know something about the Compass, that is way, way, way over the top. There isn’t anything in common between the Compass and the new Jeep Grand Cherokee, which is a terrific piece of work, except the logo and some talented, passionate engineers who did the best they could with the marginal vehicle they started with.

And in making the “Bloodlines” case… Laila Ali? Seriously? And actor Scott Caan? Not only are these two figures the barest shadows of their fathers (wait…maybe they do work for this ad), but in the only role Scott Caan is really known for (with respect to the reborn Oceans franchise, we’re talking about the new Hawaii Five-O), he is completely linked to a Chevy Camaro, part of the product placement deal General Motors worked out, which has Chevrolet vehicles all over the show. In one recent show, both Caan and the bad guy were driving Camaros. And Caan’s character, Danno, would never be caught driving a Compass.

Strategy: Play up the brand equity of the Jeep brand for all the products even if some of the current products don’t measure up. We can see how the company and agency arrived at this idea. After all, they have to sell the Compass for another 16 months or so until an all-new vehicles come in to replace it. The Compass has had very little cred in the marketplace, especially with repeat Jeep buyers. This may be the only way to juice up sales a little for the rest of the time it is marketed. The new Compass is much improved, and should get a more serious look from would-be Subaru Legacy buyers. But the halo placed on this model is a bit too much for us.

Grade: C

Watch the commercial after the jump and give it your own grade below.

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Continue reading AdSpotting: Jeep Compass “Bloodlines” has a steep hill to climb

AdSpotting: Jeep Compass “Bloodlines” has a steep hill to climb originally appeared on Autoblog on Fri, 08 Apr 2011 16:58:00 EST. Please see our terms for use of feeds.

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Chrysler pondering diesel for U.S. Jeep Compass and replacement

Filed under: SUV, Crossover, Jeep, Diesel, Off-Road

2011 Jeep Compass

2011 Jeep Compass – Click above for high-res image gallery

Chrysler is looking at a diesel version of the Jeep Compass, or its replacement due in 2013 for the States, according to company officials.

The newly refreshed Jeep Compass (which we reviewed earlier today), which goes on sale in early 2011 in the U.S., Europe and other markets, will be offered in some places with a Mercedes-Benz 122kW/320Nm 2.2-liter turbo-diesel (164 horsepower/236 pound-feet) that has a claimed average of 6.6 liters/100km (around 43 mpg).

The diesel for the U.S., though would be a Fiat engine, according to officials who spoke to us on background. If the company decided to do it, it would likely show up in the Compass/Patriot replacement, due two years from now, built off a modified engineering platform derived from the Alfa Romeo Giulietta.

The interest in diesels for the U.S. is always controversial. Volkswagen sells close to 40,000 Jetta and Golf TDI models per year. European automakers always try and make a case for diesels in the U.S. to extend their investments made for EU markets and to boost sales, but it isn’t clear if VW is making any money on these sales in the States.

Despite the fact that diesel prices can run higher in the U.S. than regular gas, a reverse of the situation in Europe, there is a dedicated and slowly growing base of enthusiasts for clean diesel in America.

The price of a diesel Compass would be close to $28,000, including the upmarket all-wheel drive package.

Gallery: 2011 Jeep Compass

Chrysler pondering diesel for U.S. Jeep Compass and replacement originally appeared on Autoblog on Fri, 17 Dec 2010 17:59:00 EST. Please see our terms for use of feeds.

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First Drive: 2011 Jeep Compass

Filed under: Crossover, Jeep, First Drive, Off-Road

What A Difference A New Face Makes

2011 Jeep Compass

2011 Jeep Compass Limited – Click above for high-res image gallery

The needle is finally pointed in the right direction.

The original 2007 Jeep Compass was the first production Jeep that wasn’t. Beyond its “Jeep” badge and trademark seven-bar grille, the Compass was a compact crossover derived from the front-wheel-drive Dodge Caliber, a product that lacked the hardware and personality to provide the foundation for a genuine Jeep.

Hampered by ungainly styling, modest power and no transfer case, the Compass never achieved much success on trails or in showrooms. Compass sales always lagged behind the Caliber and its closer platform relative, the Jeep Patriot. In short, the Compass didn’t accomplish its mission of being an attractive entry-level Jeep for shoppers who aspired to own a Grand Cherokee but couldn’t afford a real Jeep.

Chrysler improved the Compass’s interior for 2009, but given the national economic climate and the company’s bankruptcy, it’s likely that even more substantial product changes wouldn’t have moved the sales needle. Things should be a bit different for the 2011 model year.

Gallery: 2011 Jeep Compass Limited: First Drive

2011 Jeep Compass Limited

Continue reading First Drive: 2011 Jeep Compass

First Drive: 2011 Jeep Compass originally appeared on Autoblog on Fri, 17 Dec 2010 11:57:00 EST. Please see our terms for use of feeds.

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Autoblog Podcast #208 – Explorer, Compass, Ward’s Engines, and a German trio

Filed under: Podcasts, Etc., Audi, BMW, Chrysler, Ford, Jeep, Kia, Land Rover, Volkswagen

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Episode #208 of the Autoblog Podcast is manned by the terrible trio of Chris Shunk, Dan Roth, and Zach Bowman. We start with the Autoblog Garage and then move on to cover the official-ness of the BMW 1M, Ward’s ten-best engines, the 2012 Audi A6, the Volkswagen Golf R and wrap by coming back to the States to mull the 2011 Jeep Compass and 2011 Ford Explorer. We finish with your questions at the end for an hour and twenty-four minutes total. Thanks for listening!

Autoblog Podcast #208 – Explorer, Compass, Ward’s Engines, and a German trio

In the Autoblog Garage:

2011 Range Rover Sport Supercharged
2011 Kia Optima

News Topics:

2011 Ford Explorer
2011 Jeep Compass
Ward’s Ten Best Engines
2012 Audi A6
Volkswagen Golf R
BMW 1M

Hosts: Dan Roth, Chris Shunk, Zach Bowman,
Runtime: 1:23:58

Get the podcast:
[iTunes] Subscribe to the Autoblog Podcast in iTunes
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[MP3] Download the MP3 directly

Feedback:
Email: Podcast at Autoblog dot com
Voicemail: 734-288-8POD (734-288-8763)

Review the show in iTunes and take our survey

Autoblog Podcast #208 – Explorer, Compass, Ward’s Engines, and a German trio originally appeared on Autoblog on Tue, 14 Dec 2010 17:10:00 EST. Please see our terms for use of feeds.

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Rumormill: 2011 Jeep Compass to get big price increase, Trail Rated model

Filed under: Crossover, Jeep, Rumormill

2011 Jeep Compass spy shots – Click above for high-res image gallery

Thanks to the efforts of some wily spy shooters, we’ve already peered upon the vastly improved styling of the redesigned 2011 Jeep Compass. If a report from the usually well-informed Allpar.com is correct, it would seem Jeep will be positioning its 2011 Compass a few rungs up the ladder than the platform-sharing Patriot.

If reports are correct, buyers will also need to fork over significantly more cash for the Compass in 2011. According to Allpar, the Compass will start at $19,995 in front-wheel drive guise and $21,695 when powering all four wheels – the 2010 model starts at just $15,365. More interesting, though, is word that the new Compass will be Trail Rated for the first time, something we suspected from the rather familiar-looking round fender badges on the silver vehicle in our spy shot gallery.

Presumably using the same off-road bits and pieces as the Trail Rated Patriot – Freedom Drive II with a CVT and dedicated low-range gearing – the Compass is rumored to feature repositioned rebound springs cribbed à la Grand Cherokee, along with an increase in ride height by one inch.

After looking at the pictures, we had an inkling that the new Compass may in fact be a more desirable overall package than the 2011 Patriot, which starts at $15,995, and this report would appear to confirm that hunch.

Gallery: Spy Shots: 2011 Jeep Compass

2011 Jeep Compass

[Source: Allpar.com | Images: Chris Doane/Brenda Priddy & Company]

Rumormill: 2011 Jeep Compass to get big price increase, Trail Rated model originally appeared on Autoblog on Thu, 09 Dec 2010 13:01:00 EST. Please see our terms for use of feeds.

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Spy Shots: 2011 Jeep Compass sharpens up

Filed under: Spy Photos, Crossover, Jeep

2011 Jeep Compass spy shot

2011 Jeep Compass spy shots – Click above for high-res image gallery

Based on what we saw in a few reader-snapped spy shots, the Jeep Compass is getting a much-needed makeover for the 2011 model year. This latest set of spy photos shows the new changes clear as day, and while the Compass’ shape hasn’t been altered (that odd C-pillar door handle is still intact), the completely revised front end is immediately more attractive than the outgoing model. It isn’t terribly original, as it’s clearly a derivative of the Grand Cherokee, but it’s a huge step forward. Let’s just hope Chrysler doesn’t fudge it up with a Rallye version this time around.

Around back, things are largely the same, albeit with a new set of LED taillamps, more than likely reserved for higher-zoot trims within the Compass range. The rear bumper and lower fascia have been reworked slightly, but we won’t fault you for not noticing right away, especially when the majority of your attention has largely gone to checking out the WK2-ified front end.

Like the vast majority of 2011 model year Chrysler vehicles, expect the new Compass to benefit from a greatly updated interior that includes higher-quality materials and a tweaked overall design. Judging by the Compass’ kissing cousin, the recently facelifted 2011 Patriot, we don’t expect much to have changed under the hood (the anemic 2.0- and 2.4-liter four-cylinder ‘World Engines’ will likely carry over unchanged), but we suspect improvements to the vehicle’s ride, handling and NVH will be realized.

With the Detroit Auto Show only a few weeks away, it’s likely that the refreshed Compass will make its public debut under the lights of Cobo Hall, with the first few examples going on sale very shortly thereafter.

Gallery: Spy Shots: 2011 Jeep Compass

2011 Jeep Compass

[Source: Chris Doane/Brenda Priddy & Company]

Spy Shots: 2011 Jeep Compass sharpens up originally appeared on Autoblog on Tue, 07 Dec 2010 13:29:00 EST. Please see our terms for use of feeds.

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