At a press conference in Santa Monica last week, Jeep gathered the media to make two major announcements – a new Wrangler model and a new partnership with USA Basketball for 2012.

First off, Jeep will offer a limited run of the new 2012 Jeep Wrangler Unlimited Altitude. This monochromatic-styled Wrangler is based on the Unlimited Sahara model, offering body-color hardtop and black-gloss exterior parts that include the gas cap and wheels, to name a few. The unit will be available in Deep Cherry Red, Black or Bright White, and only 4,500 units of the 2012 Wrangler Unlimited Altitude will be available. It will be hitting showrooms next month.

“With a production run of only 4,5000 units, we expect the Jeep Wrangler Unlimited Altitude to sell out very quickly,” said Mike Manley, President and CEO of the Jeep brand.

The new Wrangler model follows last month’s introduction of the Grand Cherokee, Compass and Patriot models of the same name. Although this new edition is popular enough on its own, it will also be featured in a new advertising and marketing campaign that will focus on the Jeep’s new partnership with USA Basketball. Subsequently, the Jeep Wrangler will be named the “Official Vehicle of USA Basketball” for the Olympic run for both the men’s and women’s national teams.

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Present at the press conference was Chairman of the USA Basketball program Jerry Colangelo, who has been director of the program since 2005. He also happens to be a Jeep owner.

“We are proud to have the Jeep brand’s support of USA Basketball as we prepare to represent our country both on and off the court this summer,” he said. “The defining characteristics of these two American brands make the affiliation feel natural, and the strategic buildup of USA basketball-themed events, along with the comprehensive advertising and marking campaign, will put the Jeep brand top of mind with sports fans around the world.”


Jeep has also named 2008 USA basketball player and Los Angeles Clipper all-star point guard Chris Paul as its spokesman for the partnership. Paul will be featured in Jeep’s advertising campaign as well as a series of vignettes that will give a behind-the-scenes look at the many facets of the Jeep and USA Basketball partnership.

“The Jeep brand has always been associated with the American spirit and as a member of the 2012 USA Men’s Basketball National Team, I am proud to serve as spokesman for Jeep’s partnership with USA Basketball,” Paul said.


The “Power Within” campaign will begin on Saturday, April 28, and it will feature in it the new 2012 Jeep Wrangler Unlimited Altitude edition. Along with print, billboard, online and social media efforts, a new broadcast spot titled “When We All Believe” will be a part of the campaign and will feature music from the track “The Believer” from Grammy-award-winning artist Common, who also serves as the voice for the spot.

Jeep will also be launching a contest giving away one of these new Wrangler Unlimited Altitude units. To check out more about the new partnership between Jeep and USA Basketball, including video vignettes featuring Paul and ESPN/ABC analyst and NBA legend Jalen Rose, visit the new microsite at www.Jeep.com/USAB.

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