• Adweek , Thursday, October 5, 2006 12:15 PM

DaimlerChrysler's push for its Compass SUV relies heavily on branded entertainment, including a January syndicated TV show that documents the vehicle's on-the-road music program. An Aspen, Colo.-based film company will document the tour for TV, although the show could actually premiere on the Web, says Jay Kuhnie, Jeep's director of communications.

For some time, Jeep has been trying to expand its sales base by luring female consumers, and it makes no exception with the design and marketing of the Compass. "Overall, it will reach outside the normal Jeep audience, with the entry-level price point, articulating speakers built into the lift gate, MP3 connectivity and especially the contemporary, rounder, modern styling, but still with the fun and cool of the Jeep brand," says Kuhnie.

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