Jeep says the dents and scratches in a car can inform a tale.

The logo’s new industrial for the Grand Cherokee presentations how those blemishes can convey again recollections.

It is being introduced along a world marketing campaign for the Wrangler as Jeep strives to steer clear of a 5th consecutive yr of declining U.S. gross sales. Jeep’s 12 % drop within the first part of 2023 is the biggest lower some of the best 33 manufacturers and contrasts with a 13 % achieve for the trade total.

The Grand Cherokee spot, known as “Dents,” presentations an older fashion of the midsize SUV being found in quite a lot of chapters of a circle of relatives’s lifestyles, from a wedding proposal and getting a canine to driving throughout the woods. At each and every level, the Grand Cherokee choices up scars that make the daddy — who now owns a 4xe plug-in hybrid model — reminisce years later prior to passing it all the way down to his daughter. The advert was once created in partnership with the Chicago company Highdive.

Olivier Francois, advertising and marketing leader for Jeep father or mother Stellantis, mentioned the advert’s focal point is construction loyalty quite than conquesting patrons.

Francois mentioned the time was once proper for a Grand Cherokee marketing campaign as dealership stock grows. He mentioned the nameplate has logged hundreds of thousands of gross sales since 1992 and has a spot within the hearts of many.

“That is a longer technique to loyalty,” Francois informed newshounds remaining week. “Actually a brand new technology, cross-generational loyalty to the car, and this may occasionally permit us so as to add an emotional and sentimental degree of reference to the buyer.”

There’s a 30-second TV spot, whilst a 60-second model is at the logo’s YouTube channel.

U.S. gross sales of the Grand Cherokee, the emblem’s best vendor, have been down 7 % within the first part of this yr to 124,956.