Jeep puts women in the driver's seat
This fall, adventure-loving automotive brand Jeep took to the open roads and tranquil parks of Europe to connect with women on a whole new level
It is a little-known fact that women are the new driving force in the automotive industry. Once the traditional domain of our male counterparts, global research indicates that an increasing number of women are now in the driving seat when it comes to purchasing power within the auto industry: with comfort, performance, appearance and safety all factors that influence a woman’s decision when it comes to buying a car.
But in recent times, a relatively new aspect is gaining in prominence amongst women who view driving not just as a practical necessity, but as a means of independence and a way to access adventure. You only have to consider the lasting impact of the reforms in Saudi Arabia to witness the seismic power women will continue to have when it comes to buying and driving cars.
These decidedly more emotive (perhaps even spiritual) factors encouraged iconic car brand Jeep to delve deeper in the relationship between its customers – 20% of whom are women – and the pillars of its allAmerican brand. What transpired was a unique partnership, anchoring itself within the mindfulness movement that is the first of its kind anywhere in the world.
During the months of September and October this year, Jeep SUVs, including the trail-blazing Compass one of the brand’s most popular choices among women in the Middle East - embarked on an epic seven-event, European road trip to celebrate fitness, wellness and mindfulness.
Partnering with Wanderlust 108 – a world leader in lifestyle yoga – Jeep took to the beautiful neighborhoods of Florence, Milan, Lisbon, Barcelona, Madrid and Rome to host a series of festivals where members of the public participated in 5km park runs, guided yoga and meditation sessions, and joined in a series of lectures and workshops.
Jeep lounges were set up at each of the locations where guests could take lessons in Surfset Yoga (practiced while balancing on surfboards), check
out the Jeep models on display and take test drives of the entire Jeep SUV lineup that included Jeep Renegade, Jeep Compass, Jeep Cherokee, Jeep Wrangler and Jeep Grand Cherokee. All five of the new models have been upgraded with cutting-edge technical and technological features.
As for the popular Jeep Compass, it offers more than 70 active and passive safety and security features for maximum safety whether driving six-lane freeways to the office, or exploring the rugged desert landscapes of the GCC. Its tech features are nothing short of state-of-the-art with all models equipped with a fourth generation Uconnect system enhancing the car’s communication, entertainment and navigation features. There’s Apple CarPlay and Android Auto offering easy integration with your mobile phone and even a BeatsAudio system on the Compass Limited and Trailhawk models. And for a modern crossover, there’s still ample room for kids, bikes, bags and a lootload of shopping from the latest Harvey Nichols sale all at the same time.
This year’s Jeep brand with Wanderlust 108 events joined an exciting lineup of European summer and post-summer festivals catering to peoples’ growing interest in the mindfulness movement.
The Wanderlust platform originated in the United States more than 10 years ago and has been taking its Mindful Triathlon to parks around the world with the aim of connecting individuals’ personal wellbeing with nature and the community. As Jeep shares the values of authenticity, passion, an affinity for outdoor lifestyle, and a desire for freedom and adventure, it’s a partnership made in heaven.