DETROIT -- Drive a Jeep for very long, and pretty soon you notice other Jeep drivers subtly waving to you as you pass, acknowledging you as a member of their growing club.
It’s known as the Jeep wave, and brand executives now want to use that ubiquitous hand gesture as the basis of a marketing effort to try and keep its most profitable customers.
Jeep Wave, a new customer support program, debuts later this month on some of the brand’s highest-profit models and offers free routine maintenance, complimentary loaner cars, discounts on accessories and insurance coverage in the event a road trip is interrupted.
A Jeep spokesman declined to comment on the specifics of the Jeep Wave program, which is to launch nationally over the next month. However, the program’s details were leaked Nov. 6 on Allpar.com, a FCA-centric website.
Jeep Wave will be complimentary for owners of top-end 2016 Grand Cherokee Summit, Overland and SRT models as well as all 2016 Wranglers. It will also be free to owners of Cherokee and Renegade Trailhawk models.
Program details shared on Allpar indicate that other Jeep models may be added later. The program would also allow other Jeep owners to buy into the program, though the details weren’t posted with the program on Allpar.
Among the benefits of Jeep Wave:
- Two free oil changes with tire rotation per year of membership.
- A dedicated toll-free member service phone number.
- Preferential treatment at Jeep events nationwide.
- Savings on certain Jeep accessories.
- No-charge loaners when vehicle is in service for routine maintenance.
- Up to $1,000 in road trip interruption insurance coverage.
In the program materials leaked online, the brand says the program is a way “to strengthen owners’ connection to Jeep and its dealerships as a means to drive repeat sales and after-sales business.”