Following on the launching of the Grand Cherokee MY 2014 and the Compass MY 2014, Jeep France wished to run a training for its main dealers. This was a twofold project: it first aimed to familiarize participating staff with the different new features of these facelifted versions – new engines, enhanced design, on-board technologies – while also focusing on highlighting Jeep’s new upmarket positioning and brand image: luxury SUV, rather “premium lifestyle” than “adventurer”.
To meet each of these expectations, we first looked for an attractive site worthy of the event. We quickly opted for the Paul Ricard circuit, a highly technological and internationally renowned site with a strong perceived value.
Secondly, we focused on contents. In order to ensure that JEEP’s sales force would get fully engaged, we devised a programme combining playful workshops, comparative tests and presentations of technologies. Each training day was punctuated by different highlights emphasizing the brand’s premium and exclusive aspect: taxi-drive on board a Grand Cherokee SRT8 (468 horsepower), Michelin-starred dinner at one of the legendary corners of the track…