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Great success of the ‘Jeep® Winterproof’ tour

The European winter Tour of the Jeep® brand ended on February 21 in Italy, after having stopped in Switzerland, France and Austria. The entire Jeep lineup was showcased at each leg of the tour, together with a fleet of eleven test drive cars. Over 2,600 people were involved and more than 12,000 kilometers were driven … Continued

  • The European winter Tour of the Jeep® brand ended on February 21 in Italy, after having stopped in Switzerland, France and Austria.
  • The entire Jeep lineup was showcased at each leg of the tour, together with a fleet of eleven test drive cars.
  • Over 2,600 people were involved and more than 12,000 kilometers were driven during the on- and off-road test drives.
  • The Italian events of the Jeep Winterproof tour ended at the end of February in Bormio (Sondrio area).

The ‘Jeep ® Winterproof’ tour has just ended after having stopped in some of the most renowned skiing resorts in Europe to celebrate the Jeep brand’s distinctive spirit of adventure. The tour kicked off on January 13 in Gstaad (Switzerland) before stopping in Megève (France), Montafon (Austria) and Selva Val Gardena (Italy).

Snow and ice were the ideal conditions and perfect backdrop for putting the Jeep SUVs to the test. Not by chance, the Jeep brand has always enjoyed a strong relationship with the world of mountains. More than any other, the mountains are the location where the technique, reliability and safety of a 4×4 can guarantee the confidence needed to take on the most demanding trails and the most extreme challenges.

During the four European legs of the tour, visitors were given the opportunity to live an authentic Jeep brand experience with thrilling test drives onboard the models of the most awarded SUV range ever: from the iconic Jeep Wrangler to the flagship Jeep Grand Cherokee, the most awarded SUV ever, from Jeep Cherokee, which blends the legendary Jeep 4×4 capabilities with a cutting-edge design, to Jeep Renegade, the compact SUV with the best off-road capabilities in its category. All these cars are capable of transforming an ordinary driving experience into an extraordinary journey, in all weather, all year round, as the freedom-loving attitude cannot be stopped.

The ‘Jeep Winterproof’ convoy traveled over 2,700 kilometers. Star of each leg was a fleet of eleven cars, including four Jeep Grand Cherokee, three Jeep Renegade, three Jeep Cherokee and one Jeep Wrangler, made available for test drives. Over 2,500 tests were organized covering over 12,000 kilometers and involving more than 2,600 people. More in detail, 1,056 kilometers were driven during the four-day event in Gstaad. The number gradually increased to 2,104 kilometers driven in Megève, 5,292 kilometers in Montafon and 3,874 kilometers in Selva Val Gardena.

The tour offered more than just test drives: several exclusive activities were organized during the ‘Jeep Winterproof’ events, including the ‘famous’ Renegade Skiing Experience. During each leg of the European tour, visitors could test drive the compact SUV built in Italy on ice-covered tracks and put themselves to the test with the Jeep Ice Experience, a safe driving lesson held by professional drivers who taught them how to tackle extremely difficult surfaces. At the end of the test drive, guests were offered the chance to take part in the Jeep Skiing Experience: a winter ‘wakeboarding’ experience that allowed them to ski on a special, dedicated snow trail, while being towed by a Jeep Renegade.

A model customized by Mopar, the FCA reference brand for services, Customer Care, genuine spare parts and accessories, was showcased in each location. In Switzerland, for instance, a Grand Cherokee Summit sporting ski-rack, special mats and chrome mirror caps was on display during the event, while a Jeep Wrangler Unlimited Sport 2.8 CRD featuring chrome steel door sill plates, matte black grill and fuel cap and special rubber mats was on show in Austria.

The Italian tour was staged in parallel to the successful European ‘Jeep Winterproof’ tour. In Italy, the four weekends in Cervinia (Aosta), Roccaraso (Aquila), Livigno and Bormio (Sondrio) attracted a large crowd of visitors who put themselves to the test through exciting Jeep test drives. The Italian ‘Jeep Winterproof’ tour was just one of the activities staged by the Jeep brand in some of the country’s most famous skiing resorts, in addition to ensuring constant visibility to the brand on the ski slopes and developing communication campaigns with winter settings.

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