I'm sorry, BillyG, I have to respectfully disagree that the comments are racist...

If DCX wants to appeal to minorities, then great....They have certainly been sued by minorities for past business practices in which it was alleged that DCX excluded minorities from fair considerations for financing, and it would be a good practice to right that wrong, but this is not about racism...

These ads clearly target gangbangers like candy is targeted to a 3 year old.

If DCX wants to appeal to minorities, then they can feature minority actors in positive roles in their commercials, and print ads. I dont see how featuring gold-tooth wearing, pants hanging down below the ass, mush-mouth talkin' dogg-ass gangbangers appeals to minorities...

I would have to say that any advertisment, no matter who the audience is targeted towards, must appeal to everyone to a certain extent, and these ads, as well as the endorsements for featuring the Commanda' in cRAP videos, clearly target a specific sub-culture of individuals while alienating all of those who recognize that the ads are targeted towards GANGBANGERS, not minorities.

I saw the full arctic Commander commercial I spoke of in my last post to this thread. Illustrates the upscale interior of the XK. But for the most part it also illustrates the Commander's capabilities in the snow. This will be important to many who live in the north country.

I detect some racism in some of these comments. Jeeps arent just for spit-n-chew rednecks and farmers anymore!

To thier credit DCX is advertising to minorites, something that other USA car manufacturers havent done much in the past years. That DCX is doing so is one of the big reasons why they are leaving GM and Ford in the dust in sales.

I like the Commander, and am considering buying one, but COME ON!!! DCX paid big money to cRAP artists like Snoop-Dogg-(ass), Ludacris, Xhibit, and Missy Elliot to feature the Commander in their videos...

Let's be honest with ourselves, people, the whole rap-lifestyle is driven by DRUGS...cRap artists perpetrate a lifestyle in their videos, and in their crap that they call music, that young inner city yutes try to emulate...This unattainable ghetto lifestyle consists of gang violence and violence towards women, drug sales and drug use, plenty of representing, colors, and lots of jewelry, guns, rides, the biggest rollers, spinners, and all the other CRAP commonly referred to as Bling-Bling...With no means or education to finance this lifestyle, star-struck, brain-dead inner-city yutes turn to gangs and drugs to finance the gold teeth, the MR-T starter kits, the rollers, the pimp rides, the bitches an' ho's, and of course, the rap records, which conveniently go into the pockets of cRAP artists who get more famous amoung the brain-dead yutes, and who ultimately, get multimillion dollar endorsements from DCX to slap completely useless 32 inch rims with 1/2 inch sidewall depth tires onto the Jeep Commander and feature them in their useless, messageless, meaningless cRAP videos...

Wiggers Unite!!!

I said it before, i'll say it again...Yo'MTV, Pimps Ma' Commanda!!!!

I was flipping channels and caught the end of a completely different Commander commercial. I didn't see the whole thing but the end showed the Commander driving across an arctic landscape.

Relax guys, this is just a small part of the ad campaign for the Commander. Most products have several different campaigns going on the are geared towards different markets. Unless you are in those markets you never even see them.
All you have to do is go to the Jeep web site and see the go anywhere, do anything style. All the print ads I have seen for the Commander are traditional Jeep ads.
I too like my Jeep without 22" rims and lots of chrome but that's just me. There is a lot of people out there that have their own style and tastes.
I know a lot of people complaining about this think it is being marketed towards African-Americans which to a certain extent maybe true but there are plenty of white guys out there that love the bling-bling also.
I don't think Jeep is in any danger of losing its off-road image with these couple of Commander commercials.

This targeted "urban demographic" doesn't care about what a Jeep means or its history or heritage. They may take some in but will spit them back out as soon as something else new tickles their bling-bling fancy.

What are they trying to advertise? They are sending mixed signals. They tell us on the web about its offroadability - in the mag's about its family hauling - and now on tv about its "urban style"? Thanks Jeep - You've made an advertising contradiction out the the Commander "Another first, from Jeep."

Why is everyone so surprised by this type of ad?

We all know what demographic DCX is shooting for with the Commander, and that demographic lives in town and in rural areas too. Besides lots of urbanites have lots of $$ to spend.

I'll admid that I would like to see Jeep's market focus to have a traditional Jeep angle but I imagine their marketing folks are going where they think the money is, it's all about business.

I don't think the Commander is a wimp rig by any means but like most Jeeps it will see it's action on the pavement only, and DCX will sell lots of them to the urbanites who have this "look at me and my super cabable off road rig" mentality whether they know how to use or not. Me personally I'm dead center in the demographic Jeep hopes to sell the Commander to and I won't bite, it's not my thing nor my wife's.

I hope that all of Jeeps rigs do well in their market segment (even the upcoming stuff that is more watered down) and I hope that they still use profits to satisfy those of us who want a more basic/utilitarian and functional Jeep product like the Gladiator (sans leather and excessive trim please).

It seems like this is what they are attempting to do the next Wrangler looks like it is not going to be too offensive to those more hard core Jeep lovers and some of the upcoming rigs like the Compass and Patriot should appeal to a different segment of the market. I do think that Jeep will need to keep a hard core and off road capable rig or two in their line up or the marque will lose it's image and appeal and thus sales over time.

Maybe we'lll also see some other commercials too that show the commander doing some off road duty too.

I agree with JoeJeep.

I think I tasted vomit in my mouth when I watched those ads. What in the hell is going on at Jeep?

Is this another sign of armageddon?

Mike, you are right that this has nothing to do with Jeep's "Go Anywhere, Do Anything" slogan. It also just flat out has nothing to do with Jeep—the brand.

Could you imagine the next Camp Jeep? I bet half would be the off-roader types and the other half too afraid to get their precious Commanders rims dirty. Is that what Jeep really wants?

I don't even know where to begin. Um, the second commercial was all right. The first one was a complete waste of my time, and a complete waste of DCX advertising funds.

Sure, advertise "Urbanstyle". Play some thumpin' music, show off some chrome. But that add just about flushed any luxury aspect of the Commander down the toilet. Instead of luxury Jeep, we've got Ghetto Jeep? I'll tell you what DCX, let me pitch you this advertising idea, free of charge so you won't waste anymore $'s.

Have your thumpin' start with chrome and spinnin' jeeps. Have some hooched up girls pull up in a Commander to Downtown Club, maybe a celeberty driving. Of course, have 7 girls get out in a pitch to the 7 passenger seating. Instead of having the guys checking out the ladies, have the guys checking out the Jeep. The girls get offended. They stomp back to the Commander, one saying the ever so popular, "Yeah, it's got a hemi", and have them tear off down the road showing off the hemi power. Better yet, have a girl stand up out of one of the skylights saying it's got a hemi before the drive off. Anyway, take this and tweak to your liking.

Now I know that even my idea of an Urbanstyle advertisement would rub a lot of people on this site the wrong way. But at least my idea isn’t making Jeep out to be the “Commander of the Ghetto”. DCX, you can’t be the best in class if you have no class.

I also think the first ad Jeep should show should be more true to the Jeep Heritage. Save Urbanstyle for after the debut.

Debut? I saw the so-called "Chrome Control" video during the MTV video music awards over a month ago. When I saw it, I couldnt help to think how many thousands of others also saw it - I was sick to my stomach. I was introduced to the Commander in the mud at Camp Jeep, but this is how the rest of the world will first see it?? What a rediculous ad campaign! I feel cheated out of a heritage to which I've been more than loyal to for many years!

From what I read somewhere (sorry, do not recall the actual source since it has been about three weeks) the "Urban Style" campaign is only geared to certain markets. A different campain will be used as the nationwide campaign (as can be evidenced from the photos on the main Commander page).

This is ridiculous!!!!!!! My blood is boiling!!!!! Jeep is better than this. The people making decisions to do this are a load of sellouts. This is a disgrace to the Jeep name. Jeep has a history that no other Auto maker can lay clam to. Jeep is about heritage. Not what pop culture says is in style. It feels like a scion commercial. This is a trail rated luxury jeep. I can think of a hundred better ways to do these commercials. With a hell of a lot more class, and more importantly respect for the name!!!!!!! They want a portion of the urban market? Fine. I'm not against that. But do it the right way. What's next a white party in the Hamptons hosted by Diddy to launch the new line of Wranglers in 2007!!!!!!! My blood is boiling!!!!!!!!