The Gordinier Group partnered up once again with one of the most iconic brands in the world – the Harley Davidson Motor Company. After several years touring with HD in support of the LiveWire electric motorcycle and in support of the Rushmore/Milwaukee 8 launch initiatives, we teamed up again in 2017/18 to tour the country and bring the brand to the people.
This year, GG supported the HD tour in 3 different capacities:
- Set up/dismantle/management of the HD promo trailer at rider events
- VIP ride program
- Setup/dismantle/management of the HD promo trailer at NHRA and flat track races as well as IMS events (with Emcee duties)
Along with HD trailer set up and dismantle management and events around the country (such as Sturgis, Milwaukee Rally, Laughlin, etc), GG handled the logistics, route planning and leading of a VIP ride program. In this program, GG managers identified and vetted event attendees that were in the purchase funnel but needed a little nudge before being ready to buy. These 10 VIP guests were allowed to take their preferred Milwaukee 8-equipped bike for an exclusive, personalized 150+ mile group ride, led by a GG manager. These rides took place on a pre-planned scenic route, including a lunch stop at a favorite local watering hole. Riders were encouraged to swap bikes along the way and were able to spend an extended amount of time really getting to know the bike that they were interested in. The feedback from the program was phenomenal! We were shocked by how many VIP riders immediately purchased motorcycles within days (or sometimes hours) of their ride!
In an effort to boost morale at the plant, the Jeep Immersion at TAC was designed to give employees an opportunity to grow their enthusiasm for the brand. Employees from each department in the plant spent a full day learning about Jeep history, participating in team-building activities and ultimately driving the vehicles that they build on a challenging off-road course.
Gordinier Group was charged with designing and constructing the off-road courses and providing drivers and safety spotters to operate them. We developed two courses – an extreme ‘Rubicon Only’ course that our drivers took passengers on as well as a ‘Trail Rated’ course that was driven by the employees with our spotters on hand to help them to navigate the course.
We came into this event with the experience earned last summer at the Jefferson North Assembly Plant (JNAP) Jeep Immersion under our belt. The timing and logistics of getting over 100 employees safely through both courses each day had been dialed in, and guests LOVED the experience. Participants used off-road driving lessons given by GG drivers on the Rubicon course to pilot their Wranglers through the Trail Rated course without incident.
Activating an event in Toledo at the home of the Wrangler was a special opportunity for our drivers, who are all die-hard Wrangler fans. It didn’t go unnoticed that just a few feet away, 2018 Wrangler JLs were rolling off of the line… Exciting times for Jeep fans!
Below you will dfin a couple of clips that appeared on local Toledo media sites:
This year’s tour recorded stops at:
- World Agriculture Expo, Tulare CA (February 13-17)
- Wisconsin Farm Technology Days – Kewaunee, WI (July 11-13)
- Farm Progress Show – Decatur, IL (August 29-31)
- Husker Harvest Days – Grand Island, NE (September 12-14)
- SunBelt Ag Expo – Moultrie, GA (October 17-19)
Of all 5 farm shows in 2017, there was only 1 day that we were unable to drive due to inclement weather – this must be a record!
With friendly weather and the best light and heavy-duty truck lineup in the market, the Ram ride+drive tracks were busier than ever this year. As the focus has been shifting more towards the towing/hauling capability of these trucks, our courses have changed to accommodate more demand there. We still offer an off-road ride course at all shows, but have also added an experiential towing portion to the drive, where guests can get behind the wheel of a 1500, 2500 or 3500 and actually pull a trailer to feel the power, torque and load -handling. Of course, the crowd favorite is the 3500 6.7L Cummins High Output w/max tow that is pulling 30,000 lbs worth of a Case backhoe on a Big Tex gooseneck trailer. How’s that for real-life experience?
Attendees listened to a presentation of the lineup and were able to ride along in the vehicles with Gordinier Group drivers. This was a special opportunity – not only was the Camp Jeep mobile off-road course on site (stocked with new Jeep Compass), but there was also a street drive featuring rides in Dodge Hellcat Charger/Challenger, Alfa Romeo Giulia Quadrifoglio and the rest of the FCA lineup. It’s not every day that event guests get to take a ride in vehicles boasting 707 horsepower (and 200+ mph top speed)!
Gordinier Group Product Specialists were also on tap to socialize the new Pacifica minivan and PHEV hybrid.
All in all, this was a fun event for both fleet guests and GG drivers alike.
* Images courtesy of FCA Media
Guests of the 2017 New York International Auto Show Camp Jeep track were treated to a special treat this year, getting the opportunity to ride in the all-new 2017 Jeep Compass before it was available to the public.
The new Compass has been redesigned from the ground up, to combine Jeep’s unsurpassed 4×4 capabilities, with outstanding on-road driving dynamics and fuel-efficient powertrains. The Camp Jeep track featured Trailhawk Compass models, featuring the 2.4L Tigershark engine, mated to Jeep’s 9-speed automatic transmission. The new Compass had no problem conquering the 35-degree climb on the 18′ Jeep Mountain (or any of the other extreme course obstacles for that matter).
The Compass Trailhawks were joined on track at NYIAS by the usual off-road dawgs – Wrangler Rubicon, Grand Cherokee Trailhawk, Cherokee Trailhawk, and Renegade Trailhawk.
As usual, the NYIAS show delivered, setting new attendance records at Camp Jeep.
Another great finale for the end of the 2017 winter auto show season.
2017 was a monumental year for FCA experiential marketing at the Chicago Auto Show! Not only did the automaker roll out a gigantic new build for Ram called the Ram Truck Territory (built by partner George P. Johnson Co.), but it also offered guests the ultra-popular Camp Jeep track and the City Drive, a showcase of FCA’s Dodge, Chrysler, and Fiat brands.
All 3 of these tracks gave guests the opportunity to ride in the newest vehicles offered by FCA, with Gordinier Group drivers behind the wheel. Tasked with delivering detailed information about each vehicle while piloting guests up over and through technical obstacles, the GG drivers made countless positive impressions on CAS guests. All 3 tracks operated at full capacity, bell-to-bell, for 10 days, setting a new record for registered guests at an auto show ride and drive.
Below, you will see a brief time-lapse video from a static location on each of the 3 tracks:
Ram Truck Territory-
This track consisted of specific turn-offs for each model Ram truck: a load-leveling demo for 1500, torque-wall pull for 2500 and max weight towing demo for 3500.
Camp Jeep –
The Camp Jeep track is always a crowd favorite in Chicago. This is no surprise, given the infusion of massive amounts of organic material (dirt, boulders, mulch) alongside the mobile properties that make Camp Jeep a thrilling ride that shows off the brand’s off-road prowess. The track features an 18-foot tall, pass-through mountain, staircase, Trail Rated pass, side-hill traverse, breakover and several other challenging obstacles.
City Drive –
The 2017 CAS City Drive track gave customers the chance to experience a ride in 2017 FCA vehicles such as Chrysler 300 and Pacifica, Dodge Charger and Challenger, or Fiat 500 and Spider 124. The track featured an ambient sound zone, Pacifica walkaround lab, vehicle info center, and everyone’s favorite, the acceleration/braking strip,
The 21st Annual Winter X-Games came back to Aspen, CO for 2017. More than 200 of the world’s best action sports athletes competed in skiing, snowboarding and snowmobile events at Buttermilk Mountain for the premier Winter X-Games event.
Jeep offered event guests, athletes, and VIPs the opportunity experience the 2017 vehicle lineup while traveling from downtown Aspen to the mountain venue. 12 shuttle vehicles were used, consisting of a mix of Wrangler, Grand Cherokee, Cherokee vehicles.
Amidst the fabulous winter backdrop of Aspen and the buzz of Winter X-Games, the Jeep shuttle service was a huge success again in 2017!
Gordinier Group drivers were blessed with another heavy season of auto shows in 2016. As the competition continues to try to emulate the Camp Jeep and Ram Truck Territory models, we continue to set the bar higher each year with bigger and better courses, improved throughput and better in-vehicle experiences.
We would like to express our thankfulness and gratitude towards our partners and clients at The George P. Johnson Company and Fiat Chrysler Automobiles for allowing us to represent the finest automobiles in the many opportunities listed below:
- San Diego Auto Show – San Diego, CA: 12/30/15 – 1/4/16
- Washington Auto Show – Washington DC: 1/20 – 2/1
- Houston Auto Show – Houston, TX: 1/26 – 2/1
- Philadelphia Auto Show – Philadelphia, PA: 1/28 – 2/8
- Chicago Auto Show – Chicago, IL: 2/9 – 2/22
- Cleveland Auto Show – Cleveland, OH: 2/25 – 3/7
- Twin Cities Auto Show – Minneapolis, MN: 3/11 – 3/21
- Dallas Auto Show – Dallas, TX: 3/15 – 3/21
- Denver Auto Show – Denver, CO: 3/15 – 3/21
- New York International Auto Show – New York, NY: 3/22 – 4/4
- South Florida Auto Show – Miami, FL: 9/9 – 9/19
- Orange County Auto Show – Anaheim, CA: 10/5 – 10/10
- Houston Auto Show – Houston, TX 1/26 – 2/1
- Cleveland Auto Show – Cleveland, OH: 2/25 – 3/7
- San Antonio Auto Show – San Antonio, TX: 11/8 – 11/14
- Fort Worth Auto Show – Fort Worth, TX: 11/30 – 12/5
- Chicago Auto Show – Chicago, IL: 2/9 – 2/22 (Dodge, Chrysler, Fiat, SRT)
We look forward to an equally fruitful 2017!
July 13- September 10 2016
In an effort to improve morale and productivity at the Jefferson North Assembly Plant (JNAP) in Detroit, MI , Fiat Chrysler Automobiles and UAW started a program to give employees a different perspective about the Jeep Brand. By inviting all plant employees to the FCA World Class Manufacturing Academy (WCMA).
All plant employees were invited to the FCA World Class Manufacturing Academy (WCMA), to spend the day partaking in team building activities. After spending time in a classroom setting, JNAP guests were brought outside and given the opportunity to drive the Jeep vehicles that they spend their days assembling.
The driving portion was divided into 3 groups – an on-road drive, a full lineup Jeep Trail-Rated off-road drive, and an extreme Jeep Rubicon off-road ride.
The off-road tracks were built by Gordinier Group/Dirt Designs and featured challenging obstacles for the Trial Rated track and downright severe features on the Rubicon track, which actually pushed the limits of the Rubicon Wrangler’s capability.
This program ran for 6 days/week and we were able to give all plant employees an opportunity to learn more about the vehicles that they build, not to mention learning a bit about proper off-road driving (from Gordinier Group drivers), and having a lot of fun and thrills along the way!
In 2016, Ram did just that. By bringing the Ram Truck Territory Ride & Drive to the 5 biggest agriculture shows (and letting them drive and ride in the trucks), Ram delivered many important impressions on buyers. This year’s ag show list included:
- World Agriculture Expo – Tulare, CA: 2/8 – 2/12/16
- Wisconsin Farm Technology Days – Zenda, WI: 7/18 – 7/22/16
- Farm Progress Show – Boone, IA: 8/28 – 9/2/16
- Husker Harvest Days – Grand Island, NE: 9/12 – 9/16/16
- Sunbelt Ag Expo – Moultrie, GA: 10/17- 10/21/16
Luckily, the ag events weren’t plagued with rain this year as they were in 2015. In fact, of all of the event days in this year’s tour, only part of one day was lost to foul weather conditions.
The new format for these events has Gordinier Group drivers piloting the trucks on the interior, off-road track. GG drivers tackle the precision driving on the off-road obstacles while delivering information – specs, features, and why buys – to the passenger guests.
Meanwhile, 3 tow vehicles circle the perimeter of the space, giving guests the opportunity to get behind the wheel of a tow rig to experience Ram’s best in class towing prowess. Guests chose between a 3500 dually with a gooseneck trailer (loaded with Case farm equipment), a 2500 pulling a horse trailer full of hay, or a 1500 with trailer loaded with a side-by-side or personal watercraft. In this situation, GG drivers ride shotgun, giving towing tips and product details.
Together, these two tracks give guests a nice picture of what the trucks are capable of doing in practical situations.
April 1-3, 2016
Ram Trucks once again rolled out the red carpet for guests of the Academy of Country Music Awards Party for a Cause participants.
As a warm up for the ACM Awards, PFAC has turned into it’s own premier, 3-day event and Ram was the gold sponsor for 2016. PFAC boasted performances by the likes of Carrie Underwood, Dierks Bentley, Kenny Chesney, Lee Brice and other top acts. What’s more, the event raised over $500,000 for various charities.
For Gordinier Group, this event is an opportunity for our drivers to give exposure to the full lineup of Ram trucks – from the 2016 1500 Laramie Limited, to the 2016 Ram 3500 Laramie Longhorn. The 5.7L Hemi, 6.4L Hemi. 3.0L EcoDiesel and 6.7L Cummins Diesel were all represented in our fleet of test ride trucks. We even had a 2017 Power Wagon on display.
GG drivers drove guests on an exciting, closed-course off-road track featuring obstacles such as berms, moguls, culverts, logs and a mobile mountain. During the experience, drivers described best-in-class features and benefits, as well as giving an overview of what is dynamically happening with the vehicle as it conquers each obstacle. With the thousands of people attending PFAC, this was a great way for Ram to engage with one of their most desirable marketing demographics.
2016 was a great year for FCA at the Chicago Auto Show. Both the crowd favorite Camp Jeep track and the City Drive, a showcase of FCA’s Dodge, Chrysler, and Fiat brands, were in full force at the show.
Both tracks gave guests the opportunity to ride in the newest vehicles offered by FCA, with Gordinier Group drivers behind the wheel. Tasked with delivering detailed information about each vehicle while piloting guests up over and through technical obstacles, the GG drivers made countless positive impressions on CAS guests. The tracks operated at full capacity, bell-to-bell, for 10 days, setting a new record for registered guests at an auto show ride and drive.
Camp Jeep –
The Camp Jeep track is always a big hit in Chicago. This is no surprise, given the infusion of massive amounts of organic material (dirt, boulders, mulch) alongside the mobile properties that make Camp Jeep a thrilling ride that shows off the brand’s off-road prowess. The track features an 18-foot tall, pass-through mountain, staircase, Trail Rated pass, side-hill traverse, breakover and several other challenging obstacles.
City Drive –
The 2016 CAS City Drive track gave customers the chance to experience a ride in 2017 FCA vehicles such as Chrysler 300 and Pacifica, Dodge Charger and Challenger, or Fiat 500 and Spider 124. The track featured an ambient sound zone, vehicle info center, and everyone’s favorite, the acceleration/braking strip.