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LibertyPromoting the Jeep Liberty
Posted by mike on 2001/7/28 0:00:00 (1166) reads

What do Mt. Everest and LeAnn Rimes have in common? They're both in the arsenal of promotional tie-ins currently being used by DaimlerChrysler to promote the 2002 Jeep Liberty. Camp Jeep took place last week and was highlighted not by the newest member of the Jeep family, but by a performance by country start LeAnn Rimes. Here's a snippet from the official press release:

Camp Jeep® 2001: A Family Gathering promises to be the ultimate family summer camp for the ``go anywhere, do anything'' Jeep® owner. It will be a three-day, action-packed adventure in the Blue Ridge Mountains at the historic Oak Ridge Estate near Charlottesville, Va., from July 26-28. Participants will be among the first to experience the all-new 2002 Jeep Liberty and its legendary off-highway capability and exceptional on-road ride and handling. In addition, country/pop singer LeAnn Rimes will be the headline entertainment at the Saturday night extravaganza which brings the event to a close.

``Every year there are new and exciting activities for the whole family to enjoy at Camp Jeep. With the addition of the all-new Jeep Liberty and the talented LeAnn Rimes, this year's Camp promises to be the best ever,'' said Lou Bitonti, Senior Manager Jeep Brand Global CRM, DaimlerChrysler Corporation. ``Camp Jeep is a chance for the whole family to share excitement and adventure in a beautiful and historic place. It has brought a taste of the Jeep lifestyle to nearly 30,000 participants over its six-year history. Last year, more than 8,500 Jeep enthusiasts from 44 states attended the event and we expect the event to be sold out again this year.''

And what about Mt. Everest, you ask? It seems that internationally knows mountain climber, Eric Simonson, also appeared at the 3-day Camp Jeep, to detail his lastest expeditions on the world's highest peak. Here's a snippet from the full announcement:

One of the world's foremost leaders in mountaineering, Eric Simonson, will detail his latest Mt. Everest climb at Camp Jeep® 2001 on Friday, July 27. Simonson, who has lead more than 80 expeditions to the world's highest peaks, will host two presentations on his historic Mt. Everest discoveries. His Camp Jeep appearance is part of the ultimate family summer camp for the ``go anywhere, do anything'' Jeep® owner.

Simonson's most noted expedition occurred in 1999, when he uncovered the body of legendary climber George Leigh Mallory and his 1924 base camp at 27,000 feet. George Mallory and Andrew Irvine disappeared on June 8, 1924, while trying to reach the summit of Mt. Everest. The camp's discovery was reported in headlines around the world and inspired two major television documentaries, four feature-length books, and two National Geographic museum exhibits.

Unless you've been living in a cave for the past month or so, it's been difficult to miss the huge advertising campaign that DaimlerChrylser has been pushing for the Jeep Liberty. We've seen at least 3 Liberty commericals (Eagle eyes, moving trees, earthquake) and numerous multipage layouts in outdoors magazines. We've also spotted their sponsorship of ESPN's "Great Outdoors Games (those tree climbing competitions are wild!) not to mention the numerous outdoor billboards. One place where we were surprised to see the Liberty advertised was on our Palm Pilot! It seems that DaimlerChrysler has hooked up with AvantGo (if you have a Palm Pilot and don't know about AvantGo, then stop reading this now and go to, for a 2 month wireless advertising campaign. Here's the details from AvantGo:

AvantGo, Inc., the leading provider of mobile infrastructure software and services, today announced that the Jeep® brand, a division of DaimlerChrysler Corporation, will be conducting a two-month wireless advertising campaign for the all-new Jeep Liberty on the AvantGo mobile Internet service. The new customer acquisition and brand awareness campaign kicks off today.

By advertising on the AvantGo service, the Jeep brand is taking advantage of a targeted demographic, uncluttered advertising environment and click-through rates of up to five times higher than traditional Web-based banner advertising. The Jeep brand will be collecting information and an e-mail address from potential new customers in the form of a mobile device questionnaire.

``Wireless is an increasingly important part of any digital marketing strategy. This is especially true in the case of our all-new Jeep Liberty,'' said Diane Jackson, Jeep Brand, Marketing Communications. ``AvantGo has helped make wireless advertising an attractive and easy way to build brand awareness and reach the younger, more technologically savvy Jeep Liberty buyer. This is the first wireless advertising campaign for the Jeep brand, and we believe that it strongly supports our traditional advertising initiatives by placing our message in front of our target in a new way.''

Gee, they wouldn't be trying to reach the Jeep-techno-geeks types that read this site, would they???

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Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Jeeps-R-Me
I have been a Jeep fan for the better part of four decades. In the past I have owned a '69 CJ-5, '78 CJ-7, '83 Cherokee Chief (full size), '97
Wrangler and a '99 Cherokee Sport. In fact today
I still own the CJ-7 and the Cherokee Sport. The
CJ-7 has been restored to original condition and
is taken to local shows and cruises. The Cherokee
Sport is my daily driver and has been lightly
modified (2 inch lift, M/T tires, rock rails)for
trail riding. Yesterday I ordered a Liberty Sport
because its a Jeep number one, and secondly its
a damn nice vehicle. No, I do not rock climb,
never have, I do like to play in the mud every
now and then. I have liked all my Jeeps in the
past and I will probably be pleased with the
Liberty if the quality is up to par. I realize
a lot of people think the Liberty is a mistake,
and like the post before me hope that it fails.
If Daimler does decide to take apart the Chrysler
group, I believe the Jeep brand would be the last they would sell off. The one thing that I would
like to see across the Jeep line is a true off
road option package similar to what a couple of
the other post on the previous page talked about. I am a Jeep fan and probably always will be and while I will miss the XJ I am not quite ready to jump ship just yet.

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: XJ 99 OME
LeAnne Rimes? Just the fact that the Liberty and Rimes are in the same sentence tells me there is trouble in Jeep land. I hope that the Liberty is such a mistake for Chrysler that they end up needing to sell the Jeep line to another auto maker (GM?) that will keep Jeep true to its heritage. Go Liberty!

You know a problem exists when I can't tell the difference from a Tracker and a Jeep (Liberty)until I get a front view. From the side, those two vehicles are strikingly similiar.

Don't get me wrong, I don't hate the Liberty, I just don't like the direction Jeep vehicles seem to be headed in, thats all. They are known for being distinct and unique, but with the current model Grand looking like a cross between and jelly bean and a minivan (look at it from behind), the discontinuation of the XJ, and now this cookie cutter Liberty, things dont look good.

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: DILLINGER
They need to promote them.... They're not moving at the two dealerships by my neck of the woods... (Wash. D.C.)

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Sean (Not Sean M)
Hi, I own a Jeep Cherokee Sport and A
completely restored CJ 7 as well, but at the
end of the 99 XJ Sport's least I'm going to drive
the CJ7 for a while, and then I'll either buy a
hard top for the CJ and lease a new Corvette,
Mini Cooper, or S2000..... or I'll keep the CJ7
mint and lease a New Supercharged XTerra
or Frontier Crew Cab..... I think these options
are all 1 million times better then the wuss
Liberty!!! Oh I say the Liberty on the road
Yesterday..... does look just like a tracker from
the side, only a lot bigger then I expected it to
be..... also UGLY AS HELL!!!!

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: 99 XJ OME
Patrick, nice language. You miss the point also. I cannot stress enought that I WOULDN'T BUY AN EXTERRA. I would buy a new XJ, but I can't, no can I? If I had to choose between a Xterra or a Liberty, I would choose the Xterra--It's all hypothetical. Discovery? Get real, my brother drives one and I dont even want to start with the repair costs for that--Just the repair manual costs over $100. I would by an '98 Grand if I could find a good deal, but the TJ isnt an option either. Out.

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Jerry C.
I totally agree with Gary on the diesel engine part . The availability of this would put the Liberty miles ahead (literally) of the competition. And yes, Jeep is allowing stupid marketing people who never have set foot off the road to dictate their values. They need to let their products to speak for themselves, and not be trying to appeal to the idiotic, Subaru- driving, turtleneck and Birkenstock- wearing,soccer playing, warm and fuzzy feeling crowd. Jeeps are meant to conquer terrrain with no compromise and good value. Forget the yuppies. And Leann Rimes? What the hell? Why does EVERYTHING have to be tied in with music, and shitty country music at that? How about this idea?The dude who launches his Jeep the highest off a jump gets to do her in the back of a brand new Liberty or Wrangler while everyone else watches, all of it broadcast live on webcams and TV? Sign me up!

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Doctor Baseball
I can understand closing the Jeep 101 course because of mud. Jeep 101 is designed for beginners, and (most importantly) the participants drive the company's vehicles. The camp did NOT close the 4x4 trails, on which we were driving our own Jeeps and many of the drivers were veterans. Considering the waiver that everyone at the camp had to sign, the company probably had more risk of loss in Jeep 101 than on the trails. There _were_ some Libertys on the trails, but none were close to me, so I didn't get a chance to see how they performed. And yes, the trails were muddy.

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Gary
here is my comment
THey had to close Camp Jeep's Jeep 101 because the rain made the course muddy? Doesn't that strike you as odd? If they had real Jeeps instead of wuss Liberty's they would have been happy to get the rain and mud! That's like cancelling a trip over the Rubicon because of the rocks.

Like the rest of you, I think Jeep has moved away from both it's core values and it's core customers, and that always spells trouble. I have only seen 3 on the road and I live in southern California. Even if I liked the ugly looks and the wimpy front axle, I could never buy one because there is so little luggage space behind the rear seat, much less than my XJ, and I'm always wanting more room as it is. And why don't they offer the tubocharged Diesel that the export models will get? The 20 MPG highway is just not going to cut it.

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Jeepman
Here is the logic Matt

People bought the XJ because of its attributes. The liked the looks, they liked the solid axle, etc. Now, the XJ is not avail, so they need to look for something similiar. What on the market is similiar today? Not much of anything. So it comes down to dealing with what the market is offering--I hate to say this, but the two most similiar SUV's to the Cherokee would be the Liberty and and Xterra. Those are the options. And it seems that most posters here prefer the Xterra, even with the IFS. There is nowhere else to look.

A lot of people are upset because it appears that there is no true replacement in the market available today for the XJ.

Fact is that Jeep wants to appeal to a different buyer, and by doing so, they have created a hole in the marketplace that could still be filled by continuing the cherokee.

They were originally going to sell the two side by side for a time, I guess that they decided against that, hmmm, I wonder why?

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: 99 XJ OME
Matt--What are you talking about? You miss the whole point that you are trying to rip on. The post right after you gets it a hell of a lot better. The Liberty is the best 4x4 in its class? Do you think that that is an accomplishment? They are competing against the full I/S Escape, the tracker, the grand vitara, RAV4's of the world, in other words--the car based SUV's--That what it breaks down to, and sure include the Xterra. The genius behind the XJ is that it is a simple spartan Jeep, that is the appeal to many. What would it cost to put a minor lift on the Liberty to increase performance? A few thousand dollars, plus install. An XJ would cost you maybe $500, and you could do the install yourself. It is obvious DC wants to change the direction of Jeep- Trailblazer or an H2? I have no idea in what your point is in bringing those vehicles up, besides that fact that they are produced by GM--
Chrysler doesnt get it and Jeep would be better of owned by somebody else, plain and simple. A company who is strong enough financially that they dont need to pin all of there hopes on one vehicle to regain some profitability. And a company that leads and innovates, instead of just following already established trends. That is exactly what Chyrsler is doing with this Jeep. There is nothing special about this car--The cargo space is pathetic, the measurement, especially the length have been misrepresented, and the truth is that people that buy this car dont care much about its off road ability, so how is it the best in its class? The ride? No. The gas mileage? No. The cargo capacity? No. Please tell me how it is the best. Oh yea, its the "beefy" IFS--thats where it blows away the competition. Problem though---The Liberty is Ugly, and who wants to drive an Ugly car? That is what it pretty much all comes down to. The Xterra will go anywhere the Liberty will go, and in this market of car based SUV's, Jeep hasnt given us any better alternative than the Xterra, its picking between the lesser of two evils I guess.
You miss the point--Do you work for DC?

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: XTERRA
The above post has been brought to you by

The Xterra is a hell of a lot better looking then
the Liberty, and now that Jeep has abandoned
the solid front axle, there is no need stay with
them simply because some Germans put a
dorky looking grill and a four letter word on a
mommy mobile. The SC Xterra with the Up
Country suspension will RULE!!!

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Matt
What is wrong with you people? My family and I were at Camp Jeep 2001. The weather was horrible! Jeep 101 was closed not because of the Liberty, but because of the type of course it is and the rain. Jeep 101 has several steep hills and a log bridge crossing. If you have ever been down south, you know that red clay turns to axle grease when it gets wet. Lifted wranglers with mud tires had trouble getting out of the parking lot in four wheel drive! Our trail ride on Saturday was canceled about a 1/2 mile into the woods because the previous trail ride still had not made it out yet! Let's face it, safety should be a primary concern when it comes to four wheeling. The reports that I got about the Liberty was that they did very well on the trail, and that people were very impressed with them. Whenever anything new comes out, people are usually upset, and that is understandable. However, the lack of logical thinking surrounding the Liberty is crazy! You don't like the Liberty, so you will buy an X-terra instead? You don't like the Liberty's IFS. Well, that is what the X-terra has! And having seen the suspension up close at Camp Jeep, I can tell you it is a lot beefier than the X-terra. You don't like the Liberty's V6? That's what the X-terra has! And a supercharger? Talk about something to go wrong on a trail ride! And why in the world would you want GM to take over Jeep??!!?? Have you seen the new Trailblazer/Envoy? The ground clearance in the front is less than my friend's minivan. I would make contact with the front air dam going out of my driveway! And you all want to complain about the price of a Grand Cherokee? GM is happy to offer a line of "off-road trucks" with the Hummer and the H-2. Price? Hummer-$90-$100,000, H-2- about $60,000. Jeep is doing what it has always done: building the best off-road vehicles in their segment. Love it or hate it , the Liberty is the best off-road vehicle in it's segment (it has more running ground clearance and wheel travel than an X-terra). I had a 95 XJ that I loved, but it was rough riding, and very unrefined. And like it or not, that is a problem in todays market. Jeep needs to address the needs of the buying public to stay in business. I talked to several engineers at Camp Jeep. Off-road prowess is EXTREMELY important to them. Jeep is still the company for the off-road enthusiast, and I think it always will be.
Matt-----2001 Jeep Grand Cherokee with Up-Country Suspension

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Xterra
Hey dope, my argument was that for what I
use it for, the XTerra would be perfect and do
everything the Liberty does. For true offroading
I can use my CJ7.... & If you think the XTerra is
a mommie mobile, then what the hell is the
Liberty? I would choose an Xterra because I
really like the new ones, and I only drive
standards, price is not a consideration. The
Grand Cherokee sucks, only offered in
Automatic, and looks like a goddamn
minivan!!! Now that the Cherokee is gone and
the Dakar is not going to be produced....I have
no reason to stay with Jeep. The current
wrangler is about to be trashed as well.... and
if you goofs stay loyal to a crappy company like
DC, and accept the Liberty, then they will never
learn how wrong they were for cancelling the
Cherokees and not building the Dakars. Oh
one more thing, I get a "Jeep News" magazine
with my Cherokee lease..... did you ever see
the design team that created the Liberty??? I
don't think these people have ever taken a
vehicle off of a paved road in their life, hell
from the looks of them they probably all drive
VW Cabrios!!! HA!!!

P.S. Not to trash VW though, if they ever built
the Dune then that would be great!

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Patrick
Before all you hardcore poseurs go buy Xterras, what about a Grand Cherokee or Wrangler. To the seemly impoverished white trash on this site, a used Grand, Cherokee, or Wrangler. For those who can go above the Xterra, a Grand or even a Discovery. You see, the Xterra maybe the lesser of two evils but it can in no way compete with a true Jeep (or Land Rover). So if you are the rock climbing tabacco chewing beer drinking big dicked lady killer you pretend to be, you would not endorse a vehicle typically found only at a mall complete with baby seat. A commerical rocking out to Stevie Ray Vaughan does not make an IFS desirable for offroading. Your arguments against the Liberty are weakened when you accept the Xterra under the same criticisms.

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Jeepman
In the Dog Days Of Summer, We Discover Something Missing...

Detroit. Cars and trucks are getting too good. What, you say? Have you finally lost it this time, DeLorenzo? Maybe. But then again, maybe not. There's no doubt whatsoever that the machines we're driving today are the most technically advanced and sophisticated personal transportation devices ever created. They're safe, they're comfortable, they control our environment, they watch out for us, they guide us, they coddle us, they protect us from our own inadequacies as drivers, they talk to us, they entertain us - in short they're so fabulous and such great leaps forward in automotive technology, how could we possibly want for anything? And with each successive machine introduced as a "new benchmark" or the "new leader in its segment" or announced as somehow fulfilling that beaten-to-death corporate-speak phrase of "raising the bar" - we're automatically supposed to salivate on cue and be excited and be sufficiently impressed.

But something is missing.

Too many cars today are completely devoid of personality. Yes, they're good, and yes, they're superior to what came before them - but superior in what sense? That their systems all work properly and that they function at a higher level than before and their structural rigidity numbers are off the charts? Yes, probably. But with each passing generation of vehicles (except for a few notable exceptions), there seems to be a little more erosion of emotion, a little more infusion of bland and generic. And what we're left with too many times are vehicles that are too competent, too sophisticated, too cocoon-like, and in the end, just too predictable.

For instance, I hear "new" Jeep people rave about the Liberty, how it capably traverses the quintessential Jeep evaluation course and how it really does qualify as the real thing - "a Jeep." But yet I run into a lot of other Jeep people who don't come away with the same reaction at all. They think the new Liberty is too far removed from the original, too slick, too calculated. And yes, some of these people are dismissed as hard-core Jeep "loonies" who are lost in some never-ending time warp of an era long since passed - and DCX can't possibly cater to them or they'd never sell enough Jeeps to survive - but there is an underlying message here that needs to be heard. The Liberty can be considered to be better in almost every respect (although it's too heavy) than the old Cherokee, but for some Jeep enthusiasts, it can't hold a candle to what the old one represented. Yes, it's better, but the fact that it's too polished has detracted from the overall Jeep "experience."

The kids bouncing around in Wranglers today may go on to more sophisticated Jeep-like vehicles as they progress through their careers and lives, but there won't be a vehicle available to them that even remotely conjures up the feeling they had with their first Wrangler, at the rate Chrysler is going.

Some people didn't "get" the Jeep "Willys" concept at the NAIAS, but a lot of people did and what seems to be a growing number of people are starting to. It's a bare-bones, grass-roots return to Jeep basics (albeit rendered in modern fashion) that redefines the essence of Jeep-ness - that elusive quality that Jeep used to have in abundance, and something that the new Liberty is missing. As some people have found out, it involves much more than having a seven-bar grille.

That article sums it up.

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: 99 XJ OME
I dont like the Xterra, I like the Cherokee, that's my problem. I wouldnt buy an Xterra, but a lot of people are left with no other choice. Do you understand? I have no loyalty to Jeep, I have loyalty to Cherokee. Jeep is just a name that has been passed along by different companies over the years.

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Xterra
Hey I love offroading, that's why I have a CJ7,
you really thing the Liberty is made for serious
offroading? I can read you quotes from many
people, including some guy from Petersons,
who states that "The Liberty, while capable, is
not even close to the Wrangler in offroad
capability" I'm a storm chaser, I use my
Cherokee to drive cross country into
Hurricanes, and to get through the Nor'
Easters where I live during the winter. The
Xterra will do everything the Liberty can do,
and I'll look and feel a hell of a lot better in it. If
you think your being loyal to Jeep, do yourself
a favor and get a life. Jeep isn't even an
"American" company anymore, and the way I
look at it, I'll screw DC when I get a new Xterra,
just like they screwed me by not building the
P.S. Nice tail lights on that Liberty too!
P.P.S. Most Jeeps have tow hooks and
winches, the Liberty has GROCERY HOOKS
and wenches!

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Matt
First of all, I DON'T work for Jeep. I just happen to love Jeeps. I started 10 years ago with a '91 YJ Wrangler, then a '95 XJ, and now a 2001 WJ. I agree that they should have kept the XJ, but they did not. Although I was not a Jeeper then, we did not abandon Jeep when they got rid of the CJ-5, and CJ-7 and gave us the YJ Wrangler. Let's face it, the YJ was a worse replacement for the CJ then the KJ is for the XJ. The RTI on a YJ is about 325--that is pathetic! I talked with several engineers during Camp Jeep. One involved with the KJ said that one of their main concerns during suspension development was being able to modify it. As a matter of fact, there is one lift already out for it (I don't remember the company). I had an extensive talk with one of the supervising engineers on the WJ. He has a heavily modified '89 Wrangler, which he called "one of the worst off-road chassis we have put out". CJ roll-over suits forced them to develop a vehicle that cornered like a sports car-no wheel travel. Anyway, this guy is REALLY into off-roading, just like us. He told me that they were originally going to sell the XJ next to the KJ, indefinetly. But they ran out of time to meet all the new federal crash test regulations, so they had to ax it. Anyway, you like the X-terra so much, go to the Nissan site! I'm sure there are a lot of real off-roaders who saw those commercials with people jumping off cliffs and riding their mountain bikes and just HAD to have an X-terra to drive to the mall.

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: sad dakar guy
Stevie Ray, covering Jimi's Voo Doo Chile!
Lenny Kravitz, etc.....
I love my Jeep, but Xterra does have way better
taste in music! Leanne Rimes? No wonder people
think were all beer-swillin' good ol', Kmart
lovin', Bubbas.
Though my wife does have an Xterra..she sure looks
sharp in front of Starbucks!

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Doctor Baseball
Camp Jeep 2001 was plagued by rain. It started out smoothly enough, but heavy rain and the threat of flash flooding forced the temporary closing of the Camp Jeep site on Thursday at 2 pm. Friday went well, although Jeep 101 was closed until afternoon because the course was muddy from the previous day's rain. Today (Saturday) was the grand finale, but a chilly rain - unusual for a Virginia summer - was falling over the entire Blue Ridge area. I live nearby, but did not attend today because of the rain; hopefully it let up enough for the LeAnn Rimes concert to proceed as scheduled.
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