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june 24, 2016 - Jeep

Jeep® Brand at the 50th Montreux Jazz Festival

  • The special edition marking the 50th anniversary of the Festival and the 75th Jubilee of the Jeep® brand to kick off on July 1.
  • Three unique show cars created by Garage Italia Customs and inspired to the Festival are making their debut in Montreux.
  • 30 #jeep vehicles to shuttle performers and international guests such as Muse, Lana Del Rey, Santana, Deep Purple, Neil Young, Simply Red, Van Morrison, Patti Smith, Marcus Miller and Zappa.


The 50th edition of the #montreuxjazzfestival is ready to kick off on July 1 in the beautiful Swiss town overlooking Lake Geneva and will feature the Jeep® brand, as Global Partner for the second year running. Recognized as one of the most important and prestigious music festivals in Europe, attracting each year visitors and great performers from all over the world, #montreuxjazzfestival will this year be a very special edition, as it celebrates its 50th birthday. A milestone anniversary, which will be even more significant, as it happens at exactly the same time as the #jeep brand celebrates its 75th Jubilee. 


To honour the occasion, three unique show cars created for the #jeep brand and based on Grand Cherokee, Renegade and Cherokee will be revealed to the public attending the #event. Dedicated to #montreuxjazzfestival, these show cars were produced in collaboration with Garage Italia Customs (GIC) and are inspired by the world of music. 


The #jeep brand and the #montreuxjazzfestival stand out in their respective fields. #jeep, with its 75-year history, is a real lifestyle brand and a legend in the automotive sector, while the #montreuxjazzfestival has been at the forefront of music innovation and evolution for the last 50 years. Both brands stand out for the passion, authenticity and quality experience they deliver to their fans and customers and can claim a history of innovation and the ability to pioneer and anticipate trends, while remaining true to their roots. 


To shuttle performers and international guests attending the #event, the #jeep brand has made an exclusive fleet of 30 vehicles available to the organization, including the flagship Grand Cherokee, the 'most awarded #suv ever', the medium-sized #suv Cherokee, which blends  legendary #jeep #4x4 capabilities with cutting-edge design, and Renegade, the entry to the #jeep range, boasting the best off-road capabilities in its category. 


Core of the 2016 partnership are the exclusive #jeep activities scheduled to take place at the branded  locations along the lakeshore, in particular those that will take place at the #jeep Temporary Store and at the Terrace Le Jardin. Located one and half kilometres from the Auditorium area, on the lakeshore, the #jeep Temporary Store  will be the place where visitors can book a test drive of the #jeep range, including the "75th Anniversary" special edition models. 


At the #jeep Temporary Store, visitors and #jeep enthusiasts will also be able to interact with the #jeep Vinyl Booth, an immersive music experience offering visitors seven celebratory videos and playlists created by the brand to portray with music and images the key moments in its seven decades of history, starting from 1941. The listening experience will be enriched by the vinyl look and feel of the setting. At the end of the listening experience, visitors will be invited to take a picture and create a vinyl record cover with their face. The same experience will be available on the web thanks to the Vinylize Me App*.  

Terrace Le Jardin will be hosting exclusive live performances by selected artists according to the #jeep claim ‘Free To Improvise’, which perfectly summarizes the essence of Jazz music, as well as the spirit of the #jeep brand and its customers, who are always looking for the adventurous spirit and the freedom to go off the beaten track to live unique experiences on board their #4x4 vehicles. Four live concerts will be performed at the Terrace by four young music talents: the Swiss artist Paul Plexi, winner of the ‘Best #jeep Records" competition, launched at the festival last year (and scheduled on July 1); the singer Amy Yon (on July 2); the group King (on July 14) and the duo Funkstörung (on July 16). All these artists although characterized by a distinctive music genre, share a common desire to rock the stage and surprise everyone. All four live gigs will be broadcast live on the #jeep People Facebook page.  

Also inspired by the ‘Free To Improvise’ claim is the advertising campaign produced by the creative team of Leo Burnett to celebrate the partnership between the #jeep brand and #montreuxjazzfestival, as their respective anniversaries. A short video clip, highlighting the concept of freedom to improvise will be broadcast in the Montreux Jazz Cafés across Europe and on the web. This video clip features images of legendary #jeep models on the notes of a jazz motif of the 40s and brings the audience back to the origins of the #jeep brand and of the festival itself, which over the years opened its original formula to welcome several different musical genres. 


The same campaign will also been available in print and billboards, in the major stations located in the Swiss town, in order to translate into images the synthesis between music and cars and provide, using the universal language of music, a creative interpretation of the legendary seven-slot grille that is hallmark of #jeep models.