New Jeep TV ad: thoughts?

[twmattox]

I agree....but. We are a small part of their market segment. We typically own older (not new) Jeeps. They are trying to market to soccer moms, young fresh out of college kids, etc... I would be interested to know how many of them would buy a new Jeep based on historic use, Camp Jeep, etc. It is one of the things I love about my Jeep...but not sure how many it would help them sell to non-Jeep lovers (those without the passion we have)...

[Bugman]

I sold Jeeps to a lot of those soccer moms and college kids and I will say that the majority either bought again and or recommended others to buy as well. Jeeps were the most return customer line we had. They were by far the most "brand loyal". Chryslers job is to peak the curiosity and get them into the dealership. The dealerships job is to have them drive away in it. Most of the Jeep buyers I encountered, both young and old, were looking for that "something different" ride that Jeep did a very good job of providing. For the most part, once they owned a Jeep and usually the YJ & TJ, they were hooked. Seems as if they always had at least one hanging around in the family somewhere.

[bigwalton]

Ah, I had this discussion with folks in the office last week. So why would a soccer mom buy the 4-door JK? It's not more practical or better than a minivan at pretty much anything other than 4wd and "image" (access, interior space, comfort, gas mileage, legroom, storage, etc. etc. all better with minivans). I'd argue that you're selling exactly the same thing to them, they want the image associated with the Jeep brand.

I'd argue that this ad campaign misses even the non-enthusiast, mainstream audience almost MORE THAN us because it does absolutely nothing to highlight anything that feeds into that brand image for people who might not be familiar with the vehicles and the brand. I go back again to the point that the "Time" ad has zero messaging or imagery that's "Jeep" other than the brand name and the JK image. If you want to reach the mainstream folks, this is way off base IMHO.

[twmattox]

Point well taken... I hadn't thought of it that way.