Camp Jeep to Introduce 850 Chinese Consumers to the Joys of U.S.-Style Off-Roading
Sept. 18, 2007
ESI is making final preparations to launch the granddaddy of America’s off-road driving programs – Camp Jeep – in China. ESI will manage China’s first-ever Camp Jeep for up to 850 Jeep owners and brand loyalists, plus “as many passengers as their vehicles have seat belts,” outside Beijing, China.
The three-day Camp Jeep event, modeled after similar programs held for thousands of Jeep owners in the U.S. over the past several years, will offer four off-road trails covering terrain ranging from safely “scenic” to off-road “difficult” that only four-wheel-drive vehicles will be able to navigate. In addition, a multitude of lifestyle activities, including a climbing wall, an adventure tower with zip lines, a mountain bike park, a four-wheeled motorcycle course, a bungee-jumping bouncing area and more will be available for Camp Jeep China attendees to try.
“We’ve built Jeeps in China for 24 years but this is the first time we’ve ever attempted to get our owners together for a Jeep family event,” said Simon Elliott, president of Chrysler Group China Sales Ltd. “The U.S. has been hosting programs like Camp Jeep and the awesome Rubicon Trail for years. They’re among the premier owner loyalty events around the world. We want to build the same kind of excitement and enthusiasm for Jeep here in China.”
Camp Jeep China will be a showcase and an opportunity for Jeep owners to test drive the Jeep Commander and Grand Cherokee, as well as the new Compass, on off-road trails designed specifically for each vehicle’s capabilities. Professional driving instructors from ESI will be on hand to teach the basics of off-road driving for beginners. The new Wranglers will also be on display.
“We think this will be the most exciting driving event Chinese consumers have ever experienced,” said Kevin Otis, president of ESI. “We have all the elements – great driving courses, great lifestyle experiences, a great opening night program complete with a concert and fireworks, and a lineup of Jeep off-road vehicles as the centerpieces for the entire experience. Chinese customers already love their Jeep products, but we think this event will take their loyalty to a whole new level.”
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