Watching the sun begin to set while horseback riding through Utah’s Canyonlands National Park isn’t normally the scene for an industry event, but sometimes a new view is what we need to recalibrate ideas.
In April, Helm hosted a group of Mopar Masters for the 59th Easter Jeep Safari event, which took place in Moab. Our crew included Mopar brand leaders, bproautoparts team members, and other industry-leading experts. We were joined by thousands of Jeep enthusiasts, owners, and adventurers to participate in trail rides, off-roading, and other immersive experiences, including the unveiling of seven new concept Jeep vehicles.
Our time in Moab gave us a chance to “live” the Jeep brand, deepening our appreciation for its culture and community. We saw firsthand how excitement for Jeep continues to grow year after year—and how customer enthusiasm reaches as far and wide as Utah’s blue sky.
The Easter Jeep Safari event had plenty of memorable moments, but it also provided an opportunity for our group to discuss the most effective ways to drive sales and loyalty through parts, accessories, and merchandise. There are many strong names in the automotive world, but I challenge anyone to find a more loyal or diverse group of enthusiasts than those who drive a Jeep.
Customers love what Jeep stands for, and Helm has the honor of creating merchandise that reflects the brand’s spirit of freedom and adventure. Yes, Jeep is a beloved brand, but it’s also a business. Merchandise that rings true to brand fidelity can be used to effectively create awareness, enhance loyalty, and provide cost-effective marketing. Branded merchandise can turn customers into fans… and turn fans into brand ambassadors. For Jeep, that translates into things like camping gear, coolers, hats, and hoodies. For customers, that translates into the pride of ownership.
Jeep has enjoyed success for nearly a century because it continues to innovate. For example, we saw 20+ affiliate-upfitted Jeeps on display, showcasing new ways to experience the brand. To complement that innovation, Helm (as the official selling partner of Easter Jeep Safari gear) activated the Jeep Official Merchandise storefront to showcase hoodies, t-shirts, vintage metal signs, watches, and more.
Events like the Easter Jeep Safari bring people together with unique experiences and exclusive merchandise. When you create an event where fun and business intersect, you can climb any mountain—even when you do it behind the wheel of one of America’s favorite rides.