Chicago Auto Show
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) infused 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, ad everyone’s favorite, the acceleration/braking strip,
February 12 – 22, 2015
In terms of indoor tracks, the Chicago Auto Show Camp Jeep and City Drive are the Superbowl of consumer test drive events. It is safe to say that this event has no peers when it comes to throughput , and the 2015 edition did not disappoint. Both tracks consistently maintained a 45-90 minute line from open until close each day of the show, proving that FCA is producing excellent product that people want to experience.
Camp Jeep -
This is our favorite indoor course every year. By using organic materials in conjunction with GPJ-designed modular steel obstacles, we create the atmosphere and feel of an outdoor setting, complete with live pine trees, dirt, mulch, logs and boulders. This course really gives consumers a chance to share a true off-road driving experience with us as they learn about the vehicle and it’s capabilities from our pro drivers. As an added bonus, we were thrilled to debut the 2015 Renegade Trailhawk, giving the public first crack at riding in this exciting new B-segment SUV from Jeep. As predicted, the vehicle was met with enthusiasm as it handled the course with aplomb. Both competitive vehicle owners and Jeep fanatics walked away from our course with smiles on their faces. Represented at Camp Jeep was the full Jeep lineup, including Grand Cherokee, Cherokee, Wrangler, Renegade, Patriot and Compass.
Here is a quick video produced by FCA’s social media team:
City Drive – In 2015, the SRT brand returned to the City Drive to the delight of the Chicago guests. The SRT Charger (and Challenger with Scat Pack), could be heard from anywhere in the McCormick Place when it hammered down the acceleration lane. Also represented on the City Drive track were the 2015 Doge Dart, Chrysler 300, 200, T&C, as well as the Fiat Abarth, 500L, and 500.
And here is a video of the City Drive (City Drive content starts at 4:19)
Houston Auto Show 1/22 – 1/26/14
Washington DC Auto Show 1/23 – 2/2/14
Chicago Auto Show 2/6 – 2/17/14
Philadelphia Auto Show 2/8 – 2/16/14
Milwaukee Auto Show 2/22 – 3/2/14
Cleveland Auto Show 3/1 – 3/9/14
Twin Cities Auto Show 3/8 – 3/16/14
Atlanta Auto Show 3/26 – 3/30/14
Denver Auto Show 4/9 – 4/13/14
New York Auto Show 4/15 – 4/27/14
The first two quarters of 2014 brought a flurry of Camp Jeep auto shows for Gordinier Group pro drivers.
The Camp Jeep experience continues to evolve, both with new product on the track (2014 Cherokee Trailhawk), and an exciting new GPJ track element (Trail Rated Pass). This industry-leading experiential marketing program continues to exceed metrics goals at each stop, with consumers lining up to ride along with GG pro drivers.
It has been a record-breaking year so far, and we are looking to ride that momentum into the next wave of Camp Jeep shows.
Feb 6-14, 2014
Chrysler returned to prominence again this year at the 2014 Chicago Auto Show. With the most space of any manufacturer (192,00 square feet!), Chrysler brought back the Camp Jeep and multi-brand City Drive (Dodge, Chrysler, Fiat) tracks.
Camp Jeep CAS was the debut of the new Trail Rated Pass course discipline. The TRP demonstrates both articulation and traction as the vehicle traverses the offset, rolling ramps. Along with the TRP, the Chicago course is always a guest and driver favorite, with a mix of organic elements and mechanical properties. The trees, dirt, mulch and boulders add to the outdoor feel – you can trick yourself into feeling like you are wheeling on the Rubicon trail.
On the course, was a mix of 2014 Grand Cherokee, Cherokee Trailhawk, and Wrangler Unlimited vehicles. Compass and Patriot made some trips around the track as well, proving that the whole lineup is more than capable off road.
The Chrysler City Drive returned to Chicago for 2014, showing off the Dodge Charger, Durango and Dart, the Fiat 500 and 500L, and the Chrysler 300, 200 and T&C. GG pro drivers demonstrated an acceleration and braking zone, an ambient sound station, a bumpy road, and a back up camera area.
With the astounding attendance at the Chicago show, we were able to treat tens of thousands of guests and media reps to an experience that is unmatched in this industry. Kudos to Chrysler for continuing to raise the bar on this event every year.
February 8-19, 2012
The Chicago Auto Show covers more than 1 million square feet of McCormick Place and is open to the public for 10 days, making it the largest automotive exposition on the continent. This year’s show saw a surge in attendance, generating the most successful finish in 4 years.
Chrysler Group attracted the masses with three indoor test tracks this year. Gordinier Group’s staff consisting of trained, professional drivers and product specialists showcased the brands’ capabilities and new product features while simultaneously transporting guests through a number of demanding obstacles. Below is a photo of Jim Morrison, Director of Jeep Brand Product Marketing, addressing the Gordinier crew before the big show.
Camp Jeep made its its eighth consecutive appearance at the Chicago Auto Show, displaying ground clearance, stability, maneuverability, suspension, articulation and traction in the latest Wrangler Rubicon Unlimited, Grand Cherokee Overland, Liberty Renegade, Patriot and Compass Jeep brand models. Guests were taken to exhilarating heights of over 18′ and thrilling grades of up to 35 degrees.
The RAM Track Experience entailed a virtual construction site, with real life obstructions demonstrating traction, body and frame strength, handling and suspension, ride quality, ground clearance, stability and payload in various models of the RAM 1500.
The Multi-Brand Track Experience offered more scenic surroundings, exhibiting vehicles such as the Chrysler 200 and 300, the Dodge Charger and Challenger and the Fiat 500 Cabrio and Sport models. Handling, ambient noise, ride comfort, slalom, acceleration and braking challenges attested to the vehicles quality and stamina.
Jeep took home the prize with “Best Exhibit.” “Best of Show voting has become a benchmark measure, and winning in any category is quite meaningful for our manufacturers and exhibitors,” said Steve Foley Jr., chairman of the 2012 Chicago Auto Show. “In a year where attendance increased yet again and we boasted four indoor test tracks and five outdoor test drives, consumers had a better chance than ever to weigh the competitors and let their voice be heard.”
There is no doubt Chrysler Group let their voice be heard at this years Chicago Auto Show. Below are a list of links covering the indoor track experiences, but before you take a look, don’t miss this stunning video montage of Camp Jeep, the RAM Track Experience and the Multi-Brand Track Experience.
Take a look at photos and video from Chrysler Group’s blog coverage HERE.
Road and Track’s blog reported on Chrysler’s Test Tracks HERE.
Jim Choate, with Allpar.com, covered each of the Jeep, RAM and Multi-Brand courses in their Chicago Autoshow highlights.