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CompassBobbleheads to Help Sell the Compass
Posted by mike on 2006/7/23 9:28:00 (1752) reads

(from a Chrysler Group press release)

The Jeep® brand is expanding into new territory with the 2007 Jeep Compass — a new type of Jeep vehicle for non-traditional Jeep buyers — and will introduce the Compass in an integrated marketing campaign that tells the Jeep story to younger consumers who may not have previously considered the brand.

Bobblehead characters, infectious music and a media mix that includes traditional and non-traditional media will reach the Jeep Compass prospects where they live, work and play.

The integrated campaign includes television, print, radio, interactive, customer relationship marketing, events and “out-of-home” marketing components.

You can check out these new Compass ads in the Compass area of Jeep.com.


“The Jeep Compass will attract younger buyers to the Jeep brand and is seen as modern, upscale, urban and attractive by general market, African American, Hispanic and Asian American consumers alike,” said John Plecha, Director – Jeep Marketing and Global Communications. “Smart, clever, effective and integrated communications are critical to reaching this audience and making the Jeep Compass a success.”

Typical Jeep Compass owners are expected to be between 22-30 years old, single, college educated and live in a “downtown” area of a big city. They are fun, open, carefree individuals with an adventurous mindset who like to get away to recharge and reconnect with friends.

To reach this audience, Jeep created a “bobblehead world” of characters representing a cross-section of typical Compass buyers. Their world is centered around the Jeep Compass, and the ads establish it as a fun, hip and youthful vehicle that keeps life moving in style through the city. Bobblehead figures have long been perceived as fun, entertaining and recognizable characters that have mass appeal among the Jeep Compass target.

“These younger buyers are marketing savvy consumers who are passionate about their fashion, music, entertainment and sports,” said Jay Kuhnie, Director – Jeep Communications. “Having a piece of Jeep fun, freedom and adventure is exciting and inspirational for them.”

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Poster Thread
AferVentus
Posted: 2006/7/24 18:28  Updated: 2006/7/24 18:28
Quite a regular
Joined: 2006/5/3
From: Minnesota
Posts: 42
 Re: Bobbleheads to Help Sell the Compass
Do any of you remember the Jeepster? As long as the Wrangler is still around, I am happy.

Poster Thread
Jackio
Posted: 2006/7/24 22:14  Updated: 2006/7/24 22:14
Just popping in
Joined: 2006/7/23
From: Newley English- East Yorkshire, United Kingdom
Posts: 5
 Re: Bobbleheads to Help Sell the Compass
I agree- if Jeep got rid of its wrangler, it would be a devastating blow to the company as we know it.
As for the Jeepster: the jeepster looked about 95 percent times better than the compass- actually they really aren't comparable. Look at this Jeepter I dug up and compare it to the compass... you guys figure it out.
http://www.off-road.com/jeepster/rigs/rig13a.jpg

Poster Thread
Jeepin
Posted: 2006/7/25 11:21  Updated: 2006/7/25 11:21
Home away from home
Joined: 2005/11/28
From: TX
Posts: 190
 Re: Bobbleheads to Help Sell the Compass
That's a Jeepster Commando. This is a regular Jeepster:
http://www.off-road.com/jeepster/rigs/rig49-1.jpg

Poster Thread
didiacat
Posted: 2006/7/24 9:00  Updated: 2006/7/24 9:00
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Joined: 2006/6/15
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Posts: 12
 Re: Bobbleheads to Help Sell the Compass
Bubbleheads[sic] will be the smaller market. Over 50's who want to downsize but maintain some fun will be a sizable market.

Poster Thread
comment
Posted: 2006/7/24 7:33  Updated: 2006/7/24 7:33
Just popping in
Joined: 2005/12/16
From:
Posts: 8
 Re: Bobbleheads to Help Sell the Compass
I've been driving Jeeps for about 25+ years and got my hands on a Compass just to test drive. What a surprise! No it's not a serious off roader, it wasn't meant to be, but it will do the trick in the snow. It handles great feels much heavier than I thought it would and has all of the features for their target market. All in all it's a great car, drives great, has really nice lines, surprising pick with a 4 cylinder engine and it's the right price. I can't figure out why all of the hard core off roaders are so offended. It's an EXPANSION of the brand NOT a REPLACEMENT. Props to Jeep for getting this out at the right time, unlike the bad timing a of the Commander. As for the bobblesheads, it's hitting their target market as far as the Mudds who knows what they were thinking when some moron came up with that...

Poster Thread
jason
Posted: 2006/7/23 13:20  Updated: 2006/7/23 13:20
Just can't stay away
Joined: 2005/6/30
From: glendale,az
Posts: 93
 Re: Bobbleheads to Help Sell the Compass
Jeep compass is going to be a great hit with traditional liberty buyers..why..more comfort simular utility and great gas milege!!! Obviously not a hit with the offroad crowd!!!

Poster Thread
Jackio
Posted: 2006/7/23 14:24  Updated: 2006/7/23 14:24
Just popping in
Joined: 2006/7/23
From: Newley English- East Yorkshire, United Kingdom
Posts: 5
 Re: Bobbleheads to Help Sell the Compass
This is either a joke or did Jeep not learn thier first lesson from "the mudds".
Seriously- bobbleheads?! In addition to the flat out ugliness of the thing, the Jeep marketing team just threw some salt on the wound.

Poster Thread
tkmd
Posted: 2006/7/23 10:05  Updated: 2006/7/23 10:05
Not too shy to talk
Joined: 2006/4/27
From:
Posts: 23
 Re: Bobbleheads to Help Sell the Compass
Yeah someone who is "between 22-30 years old, single, college educated and live in a “downtown” area of a big city" is really going to look at a compass and say "oh I NEED that", when they have options like VW, BMW and honda.

Look I wish Jeep would just chalk the compass up as a mistake and quietly forget about it.

Poster Thread
highdesert
Posted: 2006/7/23 16:01  Updated: 2006/7/23 16:01
Not too shy to talk
Joined: 2006/1/9
From:
Posts: 34
 Re: Bobbleheads to Help Sell the Compass
Looks aside, the compass could be a great hit. Have any of you priced this vehicle? Bare bones 4x4 with 5 speed comes in at $18,500. Compare this to the Forester and it's almost three grand less. Best of all, it's a back to basics Jeep with manual tranny for those who are into the adventure of driving -- no bs feminized cvt needed. The 4.12 final gearing should allow for some interesting tire options. With a weight close to the Cherokee XJ, this could be a great vehicle to rally mod especially if Jeep provides a turbo option.

Poster Thread
bkcurtis
Posted: 2006/7/23 16:41  Updated: 2006/7/23 16:41
Home away from home
Joined: 2005/10/8
From: NW Indiana, USA
Posts: 154
 Re: Bobbleheads to Help Sell the Compass
. . . but what I believe will happen is that you will see the 50ish crowd look at the Compass/Patriot as viable vehicles.

I'll go out on a limb and say DCX has addtional plans for the Compass in the SRT mode.

While you may not like the car, I think the Compass will do well for DCX. Personally, I like the styling of the Patriot better, but I can see a market for the Compass. As a matter of fact, as a daily driver for me, the Compass would probably be a more practical vehicle than any other Jeep product.

Poster Thread
hal2814
Posted: 2006/7/24 9:16  Updated: 2006/7/24 9:16
Quite a regular
Joined: 2006/5/23
From:
Posts: 49
 Re: Bobbleheads to Help Sell the Compass
. . . but what I believe will happen is that you will see the 50ish crowd look at the Compass/Patriot as viable vehicles.


That's exactly what happened to the Honda Element. They were going after the young buyer but ended up getting a lot of older folks who didn't need a a full-fledged SUV or minivan but wanted something larger than a passenger car. Young buyers buy used cars. The ones that don't tend to make more money and tend to act more like 30-40 year olds for marketing purposes.

Automobile manufacturers were only once able to capture the American youth market and that was during the 60's and 70's with muscle cars. They put big engines in cheap cars and it worked out nicely until gas prices skyrocketed. With cars being as reliable as they are now and gas prices being relatively high, I just don't see there being a market for selling new cars to 20-somethings any time soon, bobblehead or not. Used cars will remain too attractive to pass up for that piece of the market.

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Jeepin
Posted: 2006/7/24 13:11  Updated: 2006/7/24 13:11
Home away from home
Joined: 2005/11/28
From: TX
Posts: 190
 Re: Bobbleheads to Help Sell the Compass
Not only the Element, but most of Toyota's Scion line as well, particularly the xA and xB (the wagons). Here in the Dallas metro area, 20-something's don't drive things like the Compass. IMHO the styling of the Compass is simply too bland for that market. 20-something's here tend to either drive little ricers like the Scion xC and Civic, or the smalll VW's like the Jetta and GTi. That or they drive an old pick up truck, or a 'real' offroad SUV like an X-Terra or older 4Runner.

I think we'll see the demographic of the Dodge Caliber being more the market that Jeep thought the Compass would sell in. Without trying to sound too entirely sexist here, I think the Compass is going to be the Jeep car that a Jeeper buys for his wife.

Once again Jeep's marketing dept shows that they're incompetent. Jeep needs to just suck it up and hire whoever is doing the marketing for Nissan, Toyota, or Hummer. It's a good thing Jeep's sell themselves as well as they do, because Jeep's marketing is falling way short.
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