When Jeep Renegade arrived in Mexico, hard core Jeepers were not pleased, because it was the only vehicle in the portfolio that had no 4X4 capabilities.
And yet, it was super cool. It maintained every ounce of the brand´s DNA, and was filled with lots of hidden symbols and surprises that told jeep´s story.
The strategy was to talk to a new potential Jeep driver: younger, more urban, buy still with an explorer´s spirit.
This new consumer was trendy and into fashion and lifestyle .
We partnered with Anuar Layun, the creator of the famous jacket “Mexico is the shit”, to develop a specific design inspired on Renegade.