The Licensing Company to Handle Chrysler and Jeep

American manufacturer Chrysler announced today the selection of The Licensing Company (TLC) as the agency in charge with licensing the products wearing the Chrysler and Jeep badges. According to the carmaker, the selection was made so that the two brands can benefit from greater global brand alignment.

“We look forward to working with TLC to develop exciting and innovative programs that truly represent each of the brands’ distinct personalities and visions,” said Walid Saba, Chrysler head of Marketing Design.

The Licensing Company, one of the biggest players in the industry, already works with huge global companies like Coca-Cola, Jim Beam, Air Wick or Cosmopolitan Magazine. The company says it has generated $1.5 billion for its clients.

“Jeep is a unique brand with great heritage and presence around the world. TLC will seek to ensure the brand extension program is a true reflection of, and complement to the brand,” added TLC CEO Melvin Thomas.

“This will see the creation of aspirational product lines, the opening of new markets and the addition of innovative marketing initiatives, all elements that TLC is uniquely placed to deliver.”

The appointment of the agency comes in the eve of the Paris Auto Show, an event where the Jeep brand is expected to bring several new exciting premieres for the markets outside of North America.

The novelties include the new Grand Cherokee, the Wrangler and Wrangler Unlimited. For the first time, the Jeep brand will showcase the first application of a Start/Stop technology within the Chrysler group. It will also be featured on the Wrangler and Wrangler Unlimited models.