Jeep Cherokee says: Don't Call it a Comeback, so what's next?

Over the years, Stellantis has shown how to create meaningful cultural moments —

remember, this is the company that brought Eminem to Chrysler and launched Ram's "So God Made a Farmer." They recently debuted the Cherokee in Brooklyn with LL Cool J and a compelling slogan: "America's Original Influencer." The new Jeep leadership team deserves recognition for the strategic change, even though the competitive landscape remains tough.

When I was in my twenties, working at Organic as part of Jeep's digital marketing team, I remember discussing a challenger brand's competitive claims with our Jeep clients. Their response was definitive: Jeep owned the segment, and acknowledging competition was unnecessary. Two decades later, the Cherokee brand has absorbed significant market share losses, now looking up at the RAV4 and CR-V in sales rankings.

This shift explains why Jeep leaning into its cultural positioning approach makes sense. Competing purely on specifications against Honda and Toyota's reliability narratives presents an uphill battle. The "America's Original Influencer" framework gives Jeep different competitive ground while honoring the XJ Cherokee's genuine historical impact on automotive design.

The Cherokee's success will determine Jeep's trajectory in the midsize segment, which becomes increasingly critical during periods of economic uncertainty. When consumers tighten budgets, they gravitate toward practical, reliable midsize SUVs rather than premium or niche vehicles. Jeep cannot afford to cede this territory to Japanese (or Korean) competitors.

Breaking through requires sticking a thumb in the eye of traditional advertising. Today's fragmented media landscape demands cultural validation at the highest levels. The LL Cool J partnership represents a strong start, but sustained relevance requires multiple A-list personalities who embody American originality across different audience segments. Each partnership must feel authentic rather than transactional, connecting Jeep's heritage with contemporary cultural moments that matter to consumers.

The brand needs to reclaim mindshare among buyers who may have forgotten what made Jeep revolutionary in the first place. This requires celebrity partnerships that generate genuine cultural conversation, not just paid endorsements.

Here's how I'd approach media partnership activations to keep the momentum going...

National Scale Through Authentic Voices

In 1984 the Cherokee XJ rewrote the rules about what Americans expected from their daily driver. That story translates to personalities who rewrote their own rules.

ESPN: Mike Tyson remains a lightning rod - the face of pure American disruption in boxing. But by fusing a road trip through the Catskills where he trained with his adopted father Cus D'Amato creates natural storytelling territory. The narrative writes itself: origins, relentless training, American grit, low points and ultimate recovery.

Recurrent Media: Chris Pratt bridges Hollywood glamour with authentic ranch life in Washington state. Position him using the Cherokee's hybrid capability to get genuinely off-grid at his ranch - showcase pure authentic adventure over real terrain. The Cherokee as the vehicle that connects his two worlds. Authenticity sells better than aspiration in today's market.

Outside Magazine: Mikaela Shiffrin owns alpine precision and endurance. A longform profile set against mountain terrain naturally showcases Jeep's capability heritage. Her story of dominance in conditions where others fail mirrors what the original Cherokee accomplished in the marketplace. Mountain settings, technical discussions about performance, cultural conversations about American excellence in global competition.

Regional Extensions That Actually Matter

Austin represents creativity and musical authenticity. Partnering with Black Pumas to explore how Jeep connects with American music culture creates content with local resonance and national appeal. Austin values originality above everything else. The Cherokee story fits.

Detroit collaboration with chef Kiki Louya highlights resilience and reinvention. Both Detroit and Jeep understand comeback stories. Both know what it means to get written off and then prove everyone wrong. That shared narrative creates powerful content opportunities while honoring Jeep's manufacturing heritage.

Portland's muralist scene offers visual storytelling possibilities. Commissioning an "America's Original Influencer" mural from someone like Eatcho turns marketing budget into community art. Street-level authenticity. Permanent brand presence. Local cultural contribution.

The Competitive Reality Check

The Cherokee faces brutal competition from established Japanese brands that own reliability narratives. It's not 1984 anymore. Jeep needs to play challenger brand while respecting its heritage position. This campaign represents a strong first step because it differentiates on culture rather than competing on specifications.

But one Brooklyn launch event won't move market share numbers. The campaign needs sustained execution across multiple touchpoints with personalities who genuinely embody the "original influencer" positioning.

Making It Work Long-Term

And to my point: success requires treating this as a brand platform, not a single campaign. Each personality partnership should reinforce the core message while appealing to specific audience segments. ESPN reaches sports fans. Recurrent Media connects with outdoor enthusiasts. Outside Magazine targets adventure seekers.

The regional extensions create local relevance without diluting the national message. Austin music culture, Detroit resilience, Portland creativity. Different expressions of American originality.

Most automotive campaigns fail because they prioritize reach over resonance. This approach inverts that formula. Deeper connections with smaller, more valuable audiences. Quality over quantity.

The Cherokee XJ earned its reputation by being genuinely different when different mattered. Today's Cherokee needs to prove it inherited more than just the name. The "America's Original Influencer" campaign framework could help make that case.