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Chrysler HQ all wrapped up in the Grand Cherokee

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Chrysler HQ all wrapped up in the Grand Cherokee

Alisa Priddle / The Detroit News

Auburn Hills -- The launch of the all-new 2011 Jeep Grand Cherokee is the biggest product event of the year so far for Chrysler Group LLC -- and the automaker is crowing by wrapping its Auburn Hills headquarters with a giant picture of the sport-utility vehicle.

The building wrap is about 103 feet long and 52 feet tall, covering 11 of the 15 floors of the tower. The trademark seven-slot Jeep grille is 25 feet wide and nine feet tall and the tow hook on the off-road capable vehicle is five feet round.

The promotional move also touts Jeep's new advertising tagline: "The things we make, make us."

Chrysler used a giant wrap last year to promote the new Ram heavy-duty pickup.

The Grand Cherokee goes on sale this month, starting at $30,995, and early reviews have been positive for the first new vehicle since the automaker emerged from bankruptcy a year ago and formed a partnership with Fiat SpA. Sergio Marchionne, who is chief executive of both companies, has said the Jeep must be flawless.

The building wrap is part of a new marketing campaign for the Jeep. It is estimated about 200,000 people pass the Auburn Hills complex daily.

This is the fourth-generation of the luxury SUV that will be sold in 120 countries.

From The Detroit News: http://detnews.com/article/20100621/AUTO01/6210401/1148/Chrysler-HQ-all-wrapped-up-in-the-Grand-Cherokee#ixzz0rX2TFpLG

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Chrysler Wraps Headquarters in Honor of 2011 Jeep Grand Cherokee

As part of its ongoing marketing campaign for the all-new 2011 Jeep Grand Cherokee that is scheduled to arrive in dealerships later this month, Chrysler put up a dedicated 103 feet long and 52 feet tall building wrap at its headquarters in Auburn Hills.

The canvas wrap features the new Jeep model and the company's new tagline, "The things we make, make us", which made its screen debut in the very first TV spot for the 2011 Grand Cherokee (watch it here).

"The Jeep Brand and the entire company are very proud of the all-new 2011 Jeep Grand Cherokee," said Mike Manley, President and CEO – Jeep Brand, Chrysler Group LLC.

"This building wrap represents the long-hours, determination and commitment given by our employees to make the 2011 Jeep Grand Cherokee a world-class vehicle. 'The things we make, make us,' is our way of stating that American craftsmanship, quality and personal pride exists," he added.

According to the automaker, the wrap will be seen every day by around 200,000 drivers and passengers along Interstate-75 in Auburn Hills, Michichan.

Building Wrap Facts

The Jeep Grand Cherokee is approximately 103 feet long and 52 feet tall

The iconic seven-slot grille is 25 feet wide and 9 feet tall

Headlamps are 18 feet wide and 5 feet tall

Side mirror is 12 feet wide and 6 feet tall

Door handles are 7 feet wide and 3 feet tall

Tow hook is 5 feet round

Tires are 29 feet wide and 29 feet tall

The building wrap covers 11 floors of the 15-floor Headquarter's tower

It took three days to place the wrap on the tower



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