2024 Jeep Wrangler & Jeep Grand Cherokee Hybrid

Krystyna Perry

Stellantis – Head of PR, Jeep

“I just wanted to thank all of you for your role in bringing everything together to ensure the Jeep event was a huge success. It left a fantastic impression on even the most old-school, cynical journalists, which is quite an achievement! You’ve proven that with a fantastic team, a bit of imagination and some amazing products, we can showcase the best of what Jeep has to offer with the true authenticity, freedom and passion the brand deserves.”

Understanding the brand

Jeep has remained steadfast since its inception, with the first Willys Jeep in 1941. Initially designed for the US Army during WWII, its legacy extends far beyond its military origins. Notably, the Willys Jeep is the pioneer of civilian 4×4 vehicles globally. Its unparalleled ruggedness and versatility set the standard for all subsequent 4×4 vehicles.

The Jeep story doesn’t end with its wartime service. Post-WWII, the Jeep transitioned into civilian hands, where its rugged reliability and go-anywhere capability quickly captured the imagination of adventurers and outdoor enthusiasts. Over the years, Jeep has evolved into a beloved brand synonymous with exploration and freedom. Beyond its historical significance, Jeep’s commitment to innovation and excellence has propelled it to the forefront of the automotive industry. From the introduction of the Jeep CJ (Civilian Jeep) series in the 1950s to the modern-day lineup featuring iconic models like the Wrangler, Cherokee, and Grand Cherokee, Jeep continues to push boundaries while staying true to its heritage.

Willys Jeep

Moreover, Jeep’s global appeal extends to enthusiasts and drivers worldwide, with a diverse range of models tailored to various terrains and lifestyles. Whether conquering off-road trails, navigating urban jungles, or embarking on epic adventures, there’s a Jeep model designed to meet every driver’s needs. The Jeep brand represents more than just a vehicle; it embodies a spirit of adventure, resilience, and freedom. With many decades of history, Jeep remains an enduring symbol of exploration and discovery, inspiring generations of drivers to embrace the less travelled road.

Preparation is key

Organising a 4×4 launch for the 2024 Jeep Wrangler and Grand Cherokee Hybrid entailed meticulous planning and execution. Typically, routes are carefully crafted to highlight the vehicle’s prowess, and we opted for green lanes for this occasion. The route, meticulously planned for the Jeep Wrangler and Grand Cherokee Hybrid launch event, underwent numerous scouting sessions. However, during the final survey the day before the event, we encountered an unexpected obstacle—a fallen tree obstructing the route.

Swift action was imperative. The 4WD Gurus team promptly mobilised to clear the obstruction, dedicating a couple of hours to the task. Despite returning to base later than anticipated, the remainder of the route proved incident-free, ensuring readiness for the scheduled media event.

Lane blocked by a fallen tree had to be cleared

Everyone needs feeding

Jeep thoughtfully decided to accept our recommendation that Castle Bolton, a renowned landmark within the picturesque Yorkshire Dales, would make the ideal lunch venue. This choice offered a delightful dining experience and a chance to appreciate the breathtaking scenery. With a dedicated catering marquee and a reliable catering service on-site, everyone was well-fed throughout the event.

Moreover, the lunch at Castle Bolton served as an excellent networking opportunity, allowing attendees to forge connections in a relaxed atmosphere. It provided a welcome respite from the day’s challenges, allowing participants to recharge amidst the tranquil surroundings while remaining focused on their objectives.


Accommodation for the event was provided by Yorkshire Dales Luxury Lodges near Richmond. The selection proved impeccable, offering serene surroundings, ample parking facilities for the Jeeps, and a mere few minutes drive from Richmond. Additionally, its proximity to local railway stations ensured convenience for journalists commuting to and from the event.

To maintain the Jeeps’ pristine condition, we utilised a nearby car wash facility at the end of each day, diligently preparing the Jeeps for the challenges of the following day’s activities.

The Event

The Jeeps allocated for the event were transported to a nearby location via car transporter, from where we retrieved them and brought them to base camp. Upon arrival, we washed off any grime accumulated during their journey and meticulously prepared them for the initial group of journalists.

The event spanned four days, each hosting a distinct group of journalists. Some attendees journeyed from London, necessitating pickups from nearby railway stations. The 4WD Gurus team graciously assumed the role of chauffeurs, ensuring seamless transportation for all participants.

The Jeep and 4WD Gurus team remained on-site throughout the event. Our vehicles led, guiding and navigating the group along the trails. Our knowledgeable specialists walked alongside the journalists at specific points, offering guidance and ensuring safety protocols were followed. However, an unforeseen challenge arose when the Cherokees arrived with road tyres ill-suited for the rugged terrain. Promptly addressing the issue, 4WD Gurus arranged for replacement tyres to be installed, enabling the Cherokees to better cope with the demanding landscape.

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2024 Jeep Wrangler and Jeep Grand Cherokee Launch