Chrysler Group enters marketing tie-up with USA Basketball

Article by Christian A., on April 25, 2012

Chrysler Group has entered a marketing tie-up with USA Basketball to make the Jeep Wrangler the official vehicle of the men’s and women’s U.S. basketball programs, such as the 2012 U.S. Olympic teams. Included in this campaign are a TV commercial and digital, social media, experiential and print components.

Chrysler Group will kick off this campaign on Saturday. To be soon shown on TV is a commercial that features partnership spokesman Chris Paul, the point guard for the NBA’s Los Angeles Clippers and the USA men’s team. This ad puts the focus on the new Wrangler Unlimited Altitude edition, which is fitted with a set of 18-inch black wheels, body-colored hard top and a black interior with red stitching.

This model is actually the fourth Altitude-edition Jeep. Last March, Chrysler had introduced the Altitude editions of the Grand Cherokee, Liberty and Compass. The SUV has a production run of 4,500 units for the 2012 model year. Sales will start next month. It has a starting price of $34,640 (which include shipping costs).

Using at least 70 years of experience when it comes to 4x4 engineering, Jeep has been able to offer an off-road capability in its Wrangler that is truly unparalleled. It has the electronic lockers, live axles, body-on-frame design, and the five-link suspension system for both the front and the rear. In addition to offering a new powertrain, engineers of the brand made sure that the body-on-frame design of this model would have both sound qualities and ride characteristics optimized. Helping with the overall modifications are the new motor and transmission fitted inside and the suspension calibrations adjusted.

The effect of these changes is clear whether off-road or on-road. Through different refinements in the various features, the sound quality of the interior has greatly improved. These include changes in the mounting system of the powertrain and the noise damping of its firewall. For the first time, there is now an engine cover which ensures that the cabin is insulated from noise coming not only from its engine but even from the road surfaces. Standing on the outside, you can hardly notice noise coming from the engine, even if the vehicle is idle.

The reason is that all of the accessories have been mounted to the engine making it unnecessary to use any brackets. Accessories include compressor for the air conditioning and alternator and power steering pump to name few.

With this method, not only are the accessories anchored securely on the engine, but it makes sure that they are not that susceptible to any noise or vibration. The brand also retuned the shock absorbers to make sure that they have that optimum balance of off-road capability and on-road handling. Fitted with a 3.6-liter V6 engine, it is offered in two choices of transmissions which is the manual six-speed unit and the automatic five-speed gearbox.

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