The limited edition 2003 Jeep® Wrangler Rubicon Tomb Raider model debuts in July to coincide with the release of the new film "Lara Croft Tomb Raider: The Cradle of Life." A customized version of the Jeep Wrangler Rubicon is driven in the film by virtual game heroine Lara Croft, played by Angelina Jolie.
"The Jeep Wrangler Rubicon is the most capable Jeep ever built, so the heroic and extreme environment in which Lara Croft uses her custom Wrangler Rubicon in Tomb Raider is accurate," said Jeff Bell, Vice President, Jeep, Chrysler Group. "This is more than just a product placement. We have created a 360-degree integrated marketing campaign around the movie and the debut of the Wrangler Rubicon Tomb Raider model."
Based on the Jeep Wrangler Rubicon designed and created specifically for the movie, the Wrangler Rubicon Tomb Raider model highlights the unbeatable capability of the Wrangler Rubicon in extreme conditions. Unique exterior features on the Wrangler Rubicon Tomb Raider model are 16-inch Alcoa forged aluminum wheels, Tomb Raider badging and a number of Mopar accessories including a light bar, riveted fender flares, tubular grille guard, diamond plate bumper guard, rock rails, fog lamp and taillamp guards, black tubular grille guard, fog lamps with brush guards, riveted fender flares in graphite, aluminum diamond plate bumper guard in black, black rock rails and taillamp guards.
Inside the Wrangler Rubicon Tomb Raider are unique Dark Slate fabric seats with red accent stitching down the center, silver surround instrument panel bezel, red seat belts and a Tomb Raider badge with serial number. As with the custom vehicle in the film, all Wrangler Rubicon Tomb Raider models are offered in Bright Silver.
Intended to be a collector's vehicle, a limited edition of just over 1,000 vehicles will be available beginning in July at dealerships across the U.S. The base price of the Wrangler Rubicon Tomb Raider is $28,815, including destination.
The Chrysler Group's Jeep Design Studio team, in collaboration with Kirk Petruccelli and Graham Kelly from the Paramount Tomb Raider production team, designed and built the customized Jeep Wrangler Rubicon featured in the film. The Jeep Design Studio applied that same design theme from the custom Wrangler Rubicon for the movie vehicle to this production model.
Under the skin, the Tomb Raider model is based on the most capable vehicle ever built -- Jeep Wrangler Rubicon. As all Wrangler Rubicon models, the Tomb Raider model features Tru-Lok™ driver actuated front and rear locking differentials, front and rear Dana model 44 axles, four-wheel disc brakes, Rock-Trac™ 4:1 low range transfer case and maximum traction reinforced 31-inch tall tires with a trail grabbing tread pattern.
"In the movie, this vehicle will be showcased in many rugged and extreme situations, highlighting key strengths of the brand in a new and exciting way," said Bell. "You'll see the Jeep crossing harsh desert and jungle terrain without any difficulty -- true Jeep capability."
To showcase Jeep vehicle capability and authenticity, the brand is creating 30- and 60- second spots that feature footage from the film as well as original footage in which Jolie appears as Lara Croft. Print advertising will start in mid-May for June issues, and TV advertising will air on June 9.